Events we send

The six standard conversion events Attributely forwards to Google, Meta, and LinkedIn, how Stripe and CRM conversions map to them, and what rides along with each event.

We forward six standard events. They're the platforms' own first-class conversion events, so campaigns can optimize against them directly:

Event	When it's sent
`StartTrial`	A free trial starts — a $0 subscription begins in Stripe.
`Subscribe`	A subscription's first charge. The headline event for SaaS.
`Purchase`	A one-time payment.
`Lead`	A lead is created — a CRM deal, or a lead you send via the API.
`Schedule`	A demo or meeting is booked (Calendly).
`CompleteRegistration`	A signup — available through the API when you want to forward registrations.

You don't map anything. A Stripe subscription's first charge becomes Subscribe, a one-time invoice becomes Purchase, a trial start becomes StartTrial, a Calendly booking becomes Schedule — automatically. The one place you choose an event name yourself is the conversions API, where an event field lets you override the default (that's also the only way to send CompleteRegistration).

What rides along with each event

Every event carries the data the platform needs to match it to the click and value it correctly:

The click ID captured by the pixel at visit time — gclid for Google, fbclid (and Meta's _fbp/_fbc cookies) for Meta, li_fat_id for LinkedIn.
The revenue amount and currency, so value-based bidding has real numbers to optimize toward.
Match signals: the customer's email, plus IP address, user agent, and country from the visit. When billing details give us more — phone, name, city, state, zip — they're included too, normalized to each platform's matching spec and hashed before they're sent. Anything that doesn't validate is dropped, never sent malformed.
A stable event ID, so a retried send can never become a duplicate conversion.

Everything is sent server-to-server. Nothing depends on the customer's browser being open, and nothing is lost to ad blockers.

What we deliberately don't send

Renewals. Only the first charge of a subscription is forwarded. Month-37 of a happy customer says nothing about which ad works — sending renewals would teach the algorithm that your existing customers are the conversion, and inflate platform-reported revenue with money no ad earned this month.

Refunds, disputes, and cancellations are recorded and shown in your dashboard, but they're corrections, not conversions — no platform receives them as events. The one exception works in your favor: on Google, a fully refunded payment or a lost chargeback retracts the original conversion, so Google's reported revenue stays honest. See How forwarding works.

Bot traffic never gets this far — it's quarantined at ingest.

Turning events off

Every conversion is always recorded in Attributely; the toggles under Integrations control what is sent. Each of the six events can be toggled per site — if you don't want Lead events training your Google campaigns, turn Lead off and the rest keep flowing. The Google refund retraction has its own toggle. Defaults: everything on.