Metrivo
Docs/Attribution Confidence

Attribution Confidence Levels

Metrivo ranks every payment attribution with a confidence score: High, Medium, Low, or Unknown. This lets you distinguish between direct evidence, inferred evidence, and unattributed revenue.

How Metrivo Attributes Payments

When a payment occurs, Metrivo runs the event through its proprietary attribution engine. It looks for identifiers in a strict hierarchical order to link the billing transaction to the original marketing click, campaign, and landing path.

Confidence Tier Breakdown

High Confidence

high

The payment was linked directly to a web visitor session or unique visitor identifier recorded by the Metrivo tracking script.

  • Exact Session Match: Matched by passing the checkout session or client reference ID in metadata (e.g. `metrivo_session_id`).
  • Exact Customer Match: Matched by identifying the Stripe/Razorpay/Dodo customer ID or explicit visitor ID (e.g. `metrivo_visitor_id`).

Medium Confidence

medium

The payment was linked using normalized customer email matching.

  • Email Hash Match: Metrivo hashes checkout emails (protecting privacy) and looks up visitors who inputted the same email hash on the website.
  • This captures conversions even if the customer switched devices between browsing and completing checkout.

Low Confidence

low

No prior visitor session or email match was found, but the transaction payload itself contained UTM or referrer metadata.

  • Probable Source Match: The payment API payload passed UTM attributes (like `utm_source`, `utm_medium`) or referrers directly in metadata fields, allowing Metrivo to attribute the sale without matching a web history trace.

Unknown / Unattributed

unknown

No session, customer ID, email hash, visitor ID, or source metadata matched the payment transaction.

These transactions appear as Unattributed in your dashboards.

Best Practices for High-Confidence Data

To maintain high-confidence metrics, follow these key practices:

  • Always propagate metadata: Pass window.Metrivo.getAttributionMetadata() to your backend and attach it to checkout metadata, notes, or custom data before directing visitors to payment gateways. Refer to the Stripe Setup Guide or the Razorpay Setup Guide for detailed walkthroughs.
  • Include customer emails: Provide customer emails in your webhook event responses. The engine will hash these values to match offline conversions securely.
  • Use the tracker script everywhere: Install the Metrivo script on all marketing, checkout, and documentation subdomains to ensure visitor journeys remain unbroken.

Next: Explore Revenue Leak Agent

Learn how Metrivo uses your attribution data to auto-generate evidence-based actions and fix drafts.