# Webhooks
Source: https://help.stiddle.com/api/stiddle-api/webhooks

Use Stiddle Webhooks to send custom event, order, and profile data to Stiddle.

<Columns>
  <Card title="E-Commerce" href="#" />

  <Card title="Custom Events" href="#" />

  <Card title="Profile" href="#" />
</Columns>

<Columns>
  <Card title="Company" href="#" />

  <Card title="Deal" href="#" />

  <Card title="Others" href="#" />
</Columns>

### E-Commerce

<Card title="Order Create Webhook" icon="file-lines" />

<Card title="Cancel Order Webhook" icon="file-lines" />

<Card title="Refund Webhook" icon="file-lines" />

<Card title="Order Update Webhook" icon="file-lines" />

### Events Webhooks

<Card title="Event Create Webhook" icon="file-lines" />

<Card title="Event Update Webhook" icon="file-lines" />

<Card title="Event Delete Webhook" icon="file-lines" />

### Profile Webhooks

<Card title="Profile Create Webhook" icon="file-lines" />

<Card title="Profile Delete Webhook" icon="file-lines" />

<Card title="Profile Update Webhook" icon="file-lines" />

### Company Webhooks

<Card title="Company Create Webhook" icon="file-lines" />

<Card title="Company Update Webhook" icon="file-lines" />

<Card title="Company Delete Webhook" icon="file-lines" />

### Deal Webhooks

<Card title="Deal Create Webhook" icon="file-lines" />

<Card title="Deal Update Webhook" icon="file-lines" />

<Card title="Deal Delete Webhook" icon="file-lines" />

### Other Webhooks

<Card title="Tracking Opt-Out" icon="file-lines" />


# Stiddle Salesforce Connector
Source: https://help.stiddle.com/docs/using-stiddle/data-connectors/stiddle-salesforce-connector

Learn how to use Stiddle's Salesforce connector.

Connecting Salesforce to Stiddle enables attribution at the company, opportunity, and individual level. This is extremely valuable for understanding how many opportunities are open, closed-won, or closed-lost across each marketing channel.

Beyond channel attribution, Stiddle helps you understand which sales reps are responsible for closing deals and which marketing channels are generating leads—ensuring both teams receive credit where it’s due.

Stiddle also provides deep insights into sales performance, as all Salesforce data is synced both retroactively and in real time. Once connected, teams can build powerful reports, dashboards, and even activate audiences directly within Stiddle using Salesforce data.

## Connecting Salesforce to Stiddle

Navigate to "Connectors" and select "Sales Channels". Find "Salesforce" and select "Connect to Stiddle".

<img alt="Screenshot2025 10 08at10 22 28AM" />

You'll then be prompted to enter your Salesforce instance domain. To find this, follow the next step below.

<img alt="Screenshot2025 10 08at10 22 51AM" />

Login to your Salesforce account, select your profile icon in the top right corner. Then copy the URL that's below your account name.

<img alt="Screenshot2025 10 08at10 23 06AM" />

Once you copy the URL, paste it back into Stiddle. Then you'll be prompted to verfiy connection in Salesforce.

<img alt="Screenshot2025 10 08at10 23 34AM" />

You'll see that you're now connected to Salesforce in Stiddle.

<img alt="Screenshot2025 10 08at12 39 50PM" />

Next, select "Configure" under the "Salesforce" connector in Stiddle.

<img alt="Screenshot2025 10 08at12 40 12PM" />

In the connector settings for Salesforce you'll see several options to configure the integrations.

<img alt="Screenshot2025 12 23at5 06 47PM" />

For example, you’ll notice you have the ability to do the following:

**Add Custom Objects**\
Adding custom object parameters allows you to create custom conversion goals in Stiddle based on Salesforce objects that match a specific parameter value. For more information, please contact Stiddle Support.

<img alt="Screenshot2025 12 23at5 23 53PM" />

**Add Sync Parameters**\
Sync parameters allow you to customize how Stiddle columns map to Salesforce parameters. For example, if you use a custom Salesforce object for the **Amount** field, you can map that object so the correct value is reflected in Stiddle.

<img alt="Screenshot2025 12 23at5 23 19PM" />

**Webhook API**\
This is optional but recommended for real-time data syncing. By default, Stiddle syncs Salesforce data every 24 hours to keep insights up to date. Enabling the webhook allows data updates to sync instantly.

<img alt="Screenshot2025 12 23at5 22 57PM" />

**Re-Sync Data**\
Stiddle automatically re-syncs Salesforce data every 24 hours. However, you can manually trigger a full re-sync using the **Re-sync** button. This will perform a hard re-sync of all historical data, including Opportunities, Profiles, and Companies.

\
We recommend running this sync when connecting Salesforce to Stiddle for the first time. Using it frequently may cause temporary data delays, as the entire dataset is reprocessed.

\
Additionally, Stiddle allows you to limit syncing to Salesforce records that match specific criteria if defined before syncing. This is especially useful if you use a single Salesforce instance for multiple stores or companies and segment them using custom records.

<img alt="Screenshot2025 12 23at5 22 30PM" />

**Disconnect Salesforce**\
Completely disconnect Salesforce from Stiddle.

**Nickname Instance**\
Assign a shorter, internal name to the Salesforce instance for easier identification within Stiddle.

## Creating CRM Stage Conversion Goals (for Attribution)

After Salesforce is connected to Stiddle and data has begun syncing, you'll need to define a few new conversion goals within Stiddle for you to use for attribution and analytics reports.

To do so, navigate to the left menu, hover over "Data", and select "Stiddle Pixel". Then select "Stiddle Pixel for Any Website".

<img alt="Screenshot2025 12 23at5 27 13PM" />

Scroll down, you'll see a button to "Add another goal". Click this button. Then select the "Goal Type" to equal "CRM".

<img alt="Screenshot2025 12 23at5 28 34PM" />

You can then give the Goal a name, then select the Oppurtunity stages that you want to include. For example, we'll create an "Open Opp" goal and select all the stages before "Closed Won" or "Closed Lost". This helps us track the journey of an oppurtunity that's open but not yet won or lost. We can also do the same to create a "Closed Won" and "Closed Lost" oppurtunity.

<img alt="Screenshot2025 12 23at5 29 27PM" />

<img alt="Screenshot2025 12 23at5 35 42PM" />

Every goal you create will track the revenue attached to the oppurtunity in Salesforce and count the total for each stage. This data is used in attribution and reporting.

Every goal in Stiddle, including CRM goals, have four metrics created by default:

* Total Goals
* Cost Per Goal
* Goal Conversion Value (revenue)
* Goal ROAS

You can see these goal metrics within the Attribution Table, dashboards, and reports. See an example below:

<img alt="Screenshot2025 12 23at5 34 56PM" />

## Salesforce Stiddle Features

Now that Salesforce is connected to Stiddle, you'll notice a few new features become available in your Stiddle account. Let's review a few below.

<img alt="Dealprofilecover" />

Deal profiles allow you to sync your CRM data from platforms like Salesforce and HubSpot to Stiddle. Stiddle will sync all of your historical customers, contacts, opportunities, and companies. You can think of opportunities and deals as the same thing.

With deal profiles, Stiddle gives you the ability to attribute not only at the person or company level, but also at the deal level. This is very valuable for understanding the impact that a marketing team and individual channels have on generating leads that ultimately convert into sales through your CRM.

<img alt="Deal2" />

There are several ways to view deal data in Stiddle. Let’s take a look at the attribution table to understand conversions.

In real time, Stiddle syncs the conversion value and stage of each opportunity from your CRM and uses this data in attribution to calculate metrics such as profitability, revenue, conversion value, and cost per closed won deal. You also get very useful metrics like **Open Opportunities**, which shows how many deals are actively open in a stage other than *Closed Won* that originated from a specific channel. For example: Meta = 100 Open Opportunities, Google = 50 Open Opportunities.

<img alt="Deals1" />

You can also track closed opportunities, such as **Closed Won** and **Closed Lost**. This allows Stiddle to show the revenue generated from a specific deal stage, broken down by channel or campaign.

In this example, you’ll see that Stiddle captured just under **\$42,000** in Closed Won opportunities that Google is responsible for generating, and just under **\$4,000** from Meta. Most importantly, you can also see the **Open Opportunities** column, which shows that both channels are promising in generating future conversions. In total, there is just under **\$150,000** in open pipeline generated by Google and Meta.

<img alt="Deal" />

At any time, you can easily select the number of conversions in the table to see which deals, companies, and people have been attributed to that channel. You can also understand which rep was responsible for closing the deal and which channel generated the lead. In the example below, Meta was responsible for generating the lead, and Abhishek was the sales rep who closed the deal. For a deeper dive into the customer’s journey, you can select their profile.

<img alt="Deal" />

<img alt="Companyprofilecover" />

Company profiles allow Stiddle to group people and deals related to a company. This data is often synced from a CRM, such as Salesforce or HubSpot. Once synced, Stiddle retroactively merges people profiles with any company or opportunity data from the CRM.

Let’s take a look at the Companies page. Below, you’ll see all companies listed in a table, along with metrics that Stiddle has calculated from deals.

<img alt="Companies3" />

Stiddle can use company profiles for attribution, allowing you to understand which channels are responsible for generating company leads. People Profiles are grouped within the company profile, meaning you can see all people associated with a company and their entire journey in one view.

For example, below you’ll see an overview of the company data on the left, attributed KPIs in the middle, and just below that, a timeline of activity for each person related to this company who has shown interest or has interacted with the company.

<img alt="Company1" />

There are many ways to access company data within Stiddle—through attribution tables, profiles, and analytics. You can also view company attribution at the channel level. Let’s take a look at the attribution table to understand which channels are generating the most deals, broken down by company.

Below, we can see that there are three companies marked as “Closed Won” that have been attributed to Meta Ads. For a deeper breakdown of each company, you can select one to view its details.

<img alt="Company4" />


# Stiddle Zapier Connector
Source: https://help.stiddle.com/docs/using-stiddle/data-connectors/stiddle-zapier-connector

Learn how to use Stiddle's Zapier connector.

<Card title="Sending Events to Stiddle using Zapier (data in)" href="#creating-your-first-zap-trigger">
  This is commonly used for sending events to Stiddle for attribution and reporting. For example, sending Facebook Lead Forms, Calendly booking, or CallRail tracking events to Stiddle.
</Card>

<Card title="Syncing data from Stiddle to other platforms using Zapier (data out)" href="#sending-events-to-stiddle-using-zapier">
  This is commonly used for syncing Stiddle profiles and attribution data out of Stiddle for audience syncing, conversion APIs, and CRM syncing.
</Card>

## Overview & Capabilities 

Stiddle's integration with Zapier allows for a simple and secure way to connect, track, and sync customer events and profiles from third-party integrations to and from Stiddle.

The Zapier integration allows you to trigger events and send actions across 1,000s of apps and integrations.

## Connecting Zapier

First, log into your Stiddle account and select the workspace you'd like to connect Zapier to. Then, hover over the left side navigation, hover over "Data", and select "Connectors".

<img alt="Screenshot2025 12 23at2 11 38PM" />

Once on the connector page, select the "Other" tab, then select the  "Connect to Stiddle" button next to the Zapier logo.

<img alt="Screenshot2025 12 23at2 12 26PM" />

From here, simply select the "Copy API Key" button. This will copy the key to your clipboard. 

<img alt="Screenshot2025 12 23at2 12 51PM" />

### Creating Your First Zap - Trigger

Now it's time to connect Stiddle and create your first zap in Zapier.

First, login to your Zapier account, select the "Create" button in the left-hand navigation, then select "Zaps".

<img alt="Screenshot2025 12 23at2 13 23PM" />

Once you land on the new zap canvas, select the first "Trigger". 

<img alt="Screenshot2025 12 23at2 13 53PM" />

In the popup, type "Stiddle". Then select.

<img alt="Screenshot2025 12 23at2 14 18PM" />

Once the Stiddle trigger is selected, you'll need to configure the settings in the right-hand menu. 

First, select the "Trigger Event", you'll see several options, select one. In this example, we've selected "Create Profile". This means that every time a new profile is generated in your Stiddle workspace, it will be triggered here in Zapier.

<img alt="Screenshot2025 12 23at2 14 42PM" />

Now it's time to authenticate and connect your Stiddle account. To do so, simply select the "Account" button, then select "Create a new account". Alternatively, if you've already connect a Stiddle workspace to Zapier, you will see it displayed in the list.

<img alt="Screenshot2025 12 23at2 15 05PM" />

You will now need to paste the Stiddle API Key that you copied in the previous step. Simply paste the API Key in the popup, then select "Yes, continue to Stiddle". 

You will now see your Stiddle workspace connected to Zapier and selected under "Account". To continue, select the "Continue" button.

<img alt="Screenshot2025 12 23at2 15 28PM" />

You can then test the trigger to make sure data is flowing and it fires properly. To do this, simply select "Test Trigger".

<img alt="Screenshot2025 12 23at2 15 50PM" />

You will see a list of a few live profiles from your Stiddle workspace. This is a clear indication that data is now flowing from Stiddle to Zapier!

Click "Continue" and you're almost finished!

<img alt="Screenshot2025 12 23at2 16 11PM" />

### Creating Your First Zap - Action

Now that you've connected Stiddle to Zapier and created your first trigger, you'll now need to select an action in Zapier to send the Stiddle data to. In this example, we're going to send new profiles generated in Stiddle to Google Sheets.

To do so, first we'll need to select an action. In this case, we'll type "Google Sheets" and select. 

<img alt="Screenshot2025 12 23at2 16 33PM" />

<img alt="Screenshot2025 12 23at2 16 57PM" />

Once we select "Google Sheets" as an app, we'll see the configurations in the right-hand side. 

Next, simply select an "Action Event", in this example we're going to select "Create Spreadsheet Row" - since we want all new Stiddle profiles to be added into a new row within Google Sheets.

<img alt="Screenshot2025 12 23at2 17 18PM" />

After selecting the action event, you'll need to authenticate and connect your Google Sheets account. To do so, select the "Account" button then follow the steps to connect your Google account. Then select "Continue".

<img alt="Screenshot2025 12 23at2 17 39PM" />

From here, you'll need to select a few options so Zapier knows which Google Sheet to send Stiddle profiles to. To start, select your "Drive", "Spreadsheet", and Worksheet".

<img alt="Screenshot2025 12 23at2 18 03PM" />

Once selected, you'll see more option fields populate. If you don't see these, follow the Zapier/Google Sheets doc to learn how to format your Google Sheet columns/rows.

From here, simply select which criteria from the Stiddle profile you want to map to each column in Google Sheets.

<img alt="Screenshot2025 12 23at2 18 24PM" />

Once finished mapping, select "Continue". Verify the data is flowing and mapped correctly, then select "Test Step".

<img alt="Screenshot2025 12 23at2 18 44PM" />

Once tested, you'll see the first profile sent to your Google Sheet successfully. Finally, click "Publish" and that's it, you're now done!

<img alt="Screenshot2025 12 23at2 19 05PM" />

## Sending Events to Stiddle using Zapier

In the example below, we’ll explain how to send events to Stiddle using Zapier. Specifically, this walkthrough shows how to send Facebook lead form submissions from ads into Stiddle for tracking and attribution. However, this same process can be used to send events and data from any Zapier integration.

[https://www.loom.com/share/0255c3dabb054c79a68dcc8ce12ee8ae](https://www.loom.com/share/0255c3dabb054c79a68dcc8ce12ee8ae)

If you have any questions, run into any issues, or want to request a new trigger or action, please reach out to support. [hello@stiddle.com](mailto:hello@stiddle.com)


# How to Setup Custom Events & Conversion Goals
Source: https://help.stiddle.com/docs/using-stiddle/stiddle-pixel-script-and-tracking/how-to-setup-custom-events-and-conversion-goals





# Account Settings & Billing
Source: https://help.stiddle.com/en/category/account-settings-and-billing



<Card title="How do I delete my Stiddle account?" icon="file-lines" href="/en/category/account-settings-and-billing/article/how-do-i-delete-my-stiddle-account">
  How do I delete my Stiddle account?
</Card>

<Card title="How to reset your Stiddle account password and username" icon="file-lines" href="/en/category/account-settings-and-billing/article/how-to-reset-your-stiddle-account-password-and-username">
  How to reset your Stiddle account password and username
</Card>

<Card title="Troubleshooting Common Error Codes" icon="file-lines" href="/en/category/account-settings-and-billing/article/troubleshooting-common-error-codes">
  Troubleshooting Common Error Codes
</Card>


# How do I delete my Stiddle account?
Source: https://help.stiddle.com/en/category/account-settings-and-billing/article/how-do-i-delete-my-stiddle-account

Checklist and steps for permanently deleting a Stiddle account, including data exports, workspace cleanup, and billing considerations.

This doc is coming soon. Our documentation is currently undergoing maintenance. If you need support or have any questions, please [reach out to support](https://www.stiddle.com/contact). We're here to help!


# How to reset your Stiddle account password and username
Source: https://help.stiddle.com/en/category/account-settings-and-billing/article/how-to-reset-your-stiddle-account-password-and-username

Recover access to Stiddle by resetting your password, rotating usernames, and tightening login security.

This doc is coming soon. Our documentation is currently undergoing maintenance. If you need support or have any questions, please [reach out to support](https://www.stiddle.com/contact). We're here to help!


# Troubleshooting common error codes
Source: https://help.stiddle.com/en/category/account-settings-and-billing/article/troubleshooting-common-error-codes

Understand the error codes you may see in Account Settings & Billing and learn how to fix the underlying issues fast.

This doc is coming soon. Our documentation is currently undergoing maintenance. If you need support or have any questions, please [reach out to support](https://www.stiddle.com/contact). We're here to help!


# Analytics & Reporting
Source: https://help.stiddle.com/en/category/analytics-dashboards-and-reporting



<Card title="Tutorial: Analytics, Reports, & Dashboards" icon="file-lines" href="https://help.stiddle.com/en/category/analytics-dashboards-and-reporting/article/tutorial-analytics-reports-and-dashboards">
  Learn everything about Stiddle analytics, reports, and dashboarding.
</Card>

<Card title="What is the difference between Stiddle attributed metrics and original metrics?" icon="file-lines" href="/en/category/analytics-dashboards-and-reporting/article/what-is-the-difference-between-stiddle-attributed-metrics-and-original-metrics">
  What is the difference between Stiddle attributed metrics and original metrics?
</Card>

<Card title="What are blended metrics?" icon="file-lines" href="/en/category/analytics-dashboards-and-reporting/article/what-are-blended-metrics">
  What are blended metrics?
</Card>


# How do I add a new section to my dashboard?
Source: https://help.stiddle.com/en/category/analytics-dashboards-and-reporting/article/how-do-i-add-a-new-section-to-my-dashboard

Create structured sections inside analytics dashboards to group widgets by theme, funnel stage, or audience.

This doc is coming soon. Our documentation is currently undergoing maintenance. If you need support or have any questions, please [reach out to support](https://www.stiddle.com/contact). We're here to help!


# How do I add a new widget metric to my dashboard?
Source: https://help.stiddle.com/en/category/analytics-dashboards-and-reporting/article/how-do-i-add-a-new-widget-metric-to-my-dashboard

Insert charts, tables, and KPI tiles into dashboards and connect them to the right metric source.

This doc is coming soon. Our documentation is currently undergoing maintenance. If you need support or have any questions, please [reach out to support](https://www.stiddle.com/contact). We're here to help!


# How do I download a PDF or print a dashboard?
Source: https://help.stiddle.com/en/category/analytics-dashboards-and-reporting/article/how-do-i-download-a-pdf-or-print-a-dashboard

Export dashboards as PDFs for executive reports or send them straight to a printer.

This doc is coming soon. Our documentation is currently undergoing maintenance. If you need support or have any questions, please [reach out to support](https://www.stiddle.com/contact). We're here to help!


# How do I duplicate a dashboard?
Source: https://help.stiddle.com/en/category/analytics-dashboards-and-reporting/article/how-do-i-duplicate-a-dashboard

Clone an existing dashboard to test new layouts or build team-specific views without starting from scratch.

This doc is coming soon. Our documentation is currently undergoing maintenance. If you need support or have any questions, please [reach out to support](https://www.stiddle.com/contact). We're here to help!


# How do I edit one of the widgets on my dashboard?
Source: https://help.stiddle.com/en/category/analytics-dashboards-and-reporting/article/how-do-i-edit-one-of-the-widgets-on-my-dashboard

Adjust the visualization, metric source, filters, or size of an existing widget without rebuilding it.

This doc is coming soon. Our documentation is currently undergoing maintenance. If you need support or have any questions, please [reach out to support](https://www.stiddle.com/contact). We're here to help!


# How do I favorite a dashboard? Why do I need this?
Source: https://help.stiddle.com/en/category/analytics-dashboards-and-reporting/article/how-do-i-favorite-a-dashboard-why-do-i-need-this

Star dashboards you use every day so they stay pinned to the top of your Analytics home and are easier to access on mobile.

This doc is coming soon. Our documentation is currently undergoing maintenance. If you need support or have any questions, please [reach out to support](https://www.stiddle.com/contact). We're here to help!


# How do I rename my dashboard?
Source: https://help.stiddle.com/en/category/analytics-dashboards-and-reporting/article/how-do-i-rename-my-dashboard

Give dashboards clearer names to reflect their audience, product line, or reporting cadence.

This doc is coming soon. Our documentation is currently undergoing maintenance. If you need support or have any questions, please [reach out to support](https://www.stiddle.com/contact). We're here to help!


# How do I rename one of the sections on my dashboard?
Source: https://help.stiddle.com/en/category/analytics-dashboards-and-reporting/article/how-do-i-rename-one-of-the-sections-on-my-dashboard

Update section headers to reflect new KPIs or reorganized teams without rebuilding the dashboard.

This doc is coming soon. Our documentation is currently undergoing maintenance. If you need support or have any questions, please [reach out to support](https://www.stiddle.com/contact). We're here to help!


# How do I set a date comparison for my dashboard metrics?
Source: https://help.stiddle.com/en/category/analytics-dashboards-and-reporting/article/how-do-i-set-a-date-comparison-for-my-dashboard-metrics

Layer in period-over-period comparisons to highlight growth trends directly inside dashboard widgets.

This doc is coming soon. Our documentation is currently undergoing maintenance. If you need support or have any questions, please [reach out to support](https://www.stiddle.com/contact). We're here to help!


# How do I view analytics for a specific campaign, ad set, or ad?
Source: https://help.stiddle.com/en/category/analytics-dashboards-and-reporting/article/how-do-i-view-analytics-for-a-specific-campaign-ad-set-or-ad

Drill into any campaign hierarchy level to see attributed performance, spend, and creative outcomes.

This doc is coming soon. Our documentation is currently undergoing maintenance. If you need support or have any questions, please [reach out to support](https://www.stiddle.com/contact). We're here to help!


# How to add a logo and share analytics dashboards
Source: https://help.stiddle.com/en/category/analytics-dashboards-and-reporting/article/how-to-add-a-logo-and-share-analytics-dashboards

Brand dashboards with your logo and share secure live links with clients or stakeholders.

This doc is coming soon. Our documentation is currently undergoing maintenance. If you need support or have any questions, please [reach out to support](https://www.stiddle.com/contact). We're here to help!


# How to white-label analytics dashboards with my logo
Source: https://help.stiddle.com/en/category/analytics-dashboards-and-reporting/article/how-to-white-label-analytics-dashboards-with-my-logo

Deliver client-ready dashboards that hide Stiddle branding and highlight your agency identity.

This doc is coming soon. Our documentation is currently undergoing maintenance. If you need support or have any questions, please [reach out to support](https://www.stiddle.com/contact). We're here to help!


# List of Stiddle metrics
Source: https://help.stiddle.com/en/category/analytics-dashboards-and-reporting/article/list-of-stiddle-metrics

Reference sheet of the most-used metrics available inside dashboards, organized by category.

This doc is coming soon. Our documentation is currently undergoing maintenance. If you need support or have any questions, please [reach out to support](https://www.stiddle.com/contact). We're here to help!

## --

| Metric | Description |
| - | - |
| `--` | -- |
| `--` | -- |
| `--` | -- |
| `--` | `--` |
| `--` | `--` or -- |


# Tutorial: Analytics, Reports, & Dashboards
Source: https://help.stiddle.com/en/category/analytics-dashboards-and-reporting/article/tutorial-analytics-reports-and-dashboards



Learn everything about Stiddle analytics, reporting, and dashboards. This is from our latest release: *March 16th, 2026*.

## Intro to Dashboards

Dashboards provide a flexible way to view and analyze multiple types of reporting data in one place. This can include ad platform insights, attribution insights, product performance, customer event data, CRM insights, custom conversion goals, journey analytics, and sales data.

Dashboards in Stiddle are composed of report widgets. Each widget is fully customizable and can be configured within Stiddle's report builder, then saved as a live widget on the dashboard.

<Frame>
  <img alt="6802c051660c0344227a6d06 Oiwe8r" />
</Frame>

### Managing Dashboards

To access dashboards, navigate to the **Analytics** tab in the left sidebar of the Stiddle navigation menu. This opens the **All Analytics** page, which displays all reports and dashboards created within Stiddle by default. Select the **Boards** tab to view only dashboards and filter out reports.

<Frame>
  <img alt="Dashboardco" />
</Frame>

On the "All Analytics" page, you have several options. In the top right corner, you can switch between card view and table view. The table view is especially useful when managing multiple dashboards and reports or when you need to mass delete items. In table view, you can also see tags on reports that indicate which reports are currently added to dashboards.

<Frame>
  <img alt="Screenshot2026 03 30at2 05 31PM" />
</Frame>

<Info>
  It's valuable to understand the relationship between reports and dashboards, since dashboard widgets are built from reports. Each dashboard widget has a corresponding report created automatically with it. If you delete a report that's currently active as a widget on a dashboard, that widget will no longer display.
</Info>

Stiddle includes a filter option to show and hide reports and dashboards, which is useful for staying organized when building dashboards with many report widgets. Each widget you add to a dashboard creates a unique report—so a dashboard with 20 widgets will have 20 corresponding reports. This structure gives you the flexibility to customize each metric independently as a report.

To show or hide reports and dashboards, hover over the "eye" icon in the lower right corner, or select the menu options and choose "show" or "hide". To view all hidden reports and dashboards on the "All Analytics" page, select the filter option in the top right corner (next to the "Create" button) and choose "Show Hidden" from the dropdown.

<Frame>
  <img alt="Screenshot2026 03 30at2 08 54PM" />
</Frame>

### Creating New Dashboards

To create a new dashboard, select the "Create" button on the "All Analytics" page. You'll be prompted to choose between creating a report or a dashboard. Then you can build your dashboard using an existing template or start from a blank canvas.

<Frame>
  <img alt="Screenshot2026 03 30at2 19 00PM" />
</Frame>

<Frame>
  <img alt="Screenshot2026 03 30at2 19 32PM" />
</Frame>

<Info>
  When you create a new dashboard from a template, the system automatically generates reports for each widget. For example, a dashboard with 20 widgets will generate 20 reports. By default, these reports are marked as "Hidden" and can be viewed on the "All Analytics" page by applying the "Show Hidden" filter.
</Info>

### Adding Widgets to Dashboards

In this example, the "Website Analytics" dashboard template is selected, and the dashboard editor opens.

<Frame>
  <img alt="Screenshot2026 03 30at2 24 01PM" />
</Frame>

From here, you have several options. First, you can add additional metrics to the dashboard by selecting "Add Widget" in the top right corner.

<Frame>
  <img alt="Screenshot2026 03 30at2 24 56PM" />
</Frame>

You'll then have several options:

* **Add a metric**: Drag and drop a new metric from the "Metrics" section. This is the quickest way to create a simple widget.
* **Create a custom report**: Select "Insight Report" from the "Create New" section at the top for a more complex, customized report.
* **Reuse an existing report**: Drag and drop an existing report from the right menu.
* **Add text or media**: Select a text box or video/image widget.

Once a widget is added to the canvas, select it to open the report. This lets you further customize the widget's configuration.

#### Saving a Report To a Dashboard

Another way to save a widget to a dashboard is by saving it directly within the report builder. For example, when you build a report and select "Save," you can choose the dashboard and section where you want to add the widget directly from the report builder. This approach ensures that when the report is edited in the future, any updates automatically reflect in the dashboard widget.

<Frame>
  <img alt="Screenshot2026 03 30at4 08 16PM" />
</Frame>

<Info>
  Widgets can only be added to sections. You must first drag and drop a section onto the main dashboard canvas before adding widgets. Additionally, widgets cannot be moved between sections.
</Info>

### Configuring Widgets

There are several configurations available for widgets on the dashboard page. When you select the 3-dots menu on a widget, a dropdown of configuration options appears.

<Frame>
  <img alt="Screenshot2026 03 30at2 39 59PM" />
</Frame>

#### View Details

The View Details option lets you quickly see what configurations have been applied and saved to a report widget without opening the full report.

For example, you can view the attribution model, date range, filters, breakdowns, and more at a glance.

<Frame>
  <img alt="Screenshot2026 03 30at2 35 34PM" />
</Frame>

<Info>
  Each widget has its own configurations, including date range, filters, breakdowns, definitions, and visualization types. Keep this in mind when viewing the dashboard.
</Info>

#### Show Table

You can display a table view without opening the full report or changing the visualization type. This is useful for quickly reviewing totals or averages in a table format.

To view a table, select the "Show Table" button. You can hide it anytime.

<Frame>
  <img alt="Screenshot2026 03 30at2 31 45PM" />
</Frame>

#### Duplicate

When you duplicate a widget on the dashboard, a new report is created. This allows you to configure the duplicate report independently in the report builder.

For example, this is useful when you want to display the same metric with different date ranges or attribution models on the same dashboard.

#### Editing Widget Report

To edit a widget report, select the **Edit Report** button in the dropdown menu, or click the top bar of the widget (near the widget name). Either action opens the report builder for that widget.

Editing a widget report lets you customize that specific widget. You can add metric definitions, apply filters, create breakdowns, change attribution models, adjust visualization types, and more.

See the Report Builder section below for detailed guidance.

<Frame>
  <img alt="Screenshot2026 03 30at2 48 56PM" />
</Frame>

#### Rename Widget

To rename a widget and its description, hover over the widget name, select the edit icon, and then select save.

<Frame>
  <img alt="Screenshot2026 03 30at2 49 46PM" />
</Frame>

### Configuring Dashboards

Since dashboards are composed of report widgets, each widget is configured separately within the report builder. This includes the date range, filters, breakdowns, and attribution models.

With dashboard configurations, Stiddle lets you apply an override to report widget configurations. This is useful when you want to view all dashboard widgets for a specific time period—for example, "All dashboard widgets in the last 30 days"—without editing each widget individually.

#### Understanding Date Override

By applying a date override to the dashboard, Stiddle changes the default date of each report widget. For example, if your report widgets use different date ranges—some showing the last 7 days and others the last 30 days—you can select a date override of "last 7 days" to ensure all widgets display the same date range. To remove the override and restore each widget to its original date range, select "No date override" in the date selector.

<Frame>
  <img alt="Screenshot2026 03 30at3 37 49PM" />
</Frame>

#### Understanding Filter Override

By applying a filter override, you can add additional filters to all report widgets on the dashboard. This is useful for analyzing a specific cohort without editing each widget individually. For example, you might want to filter by location "United States".

To do so, apply a new dashboard filter and select "Country" = "United States". All dashboard data is now filtered to show only United States results.

<Frame>
  <img alt="Screenshot2026 03 30at3 39 41PM" />
</Frame>

#### Understanding Breakdown Override

By applying a breakdown override, you can break down all report widgets by the same dimension without opening each report's configuration. This override replaces any existing breakdown default on the widget.

To apply a breakdown override, select **Add Breakdown** and choose a breakdown option. The override then applies to all report widgets on the dashboard. To remove it, select the X in the pill next to the **Add Breakdown** button.

<Frame>
  <img alt="Screenshot2026 03 30at3 39 57PM" />
</Frame>

### Sharing Dashboards

Sharing dashboards is straightforward and offers two options: download the dashboard as a PDF or print it, or publish it and share the live hosted link.

To access either option, select the share icon in the top right corner. A dropdown menu will appear with your sharing options.

<Frame>
  <img alt="Screenshot2026 03 30at3 46 21PM" />
</Frame>

To publish the dashboard, you'll be prompted with two options:

1. **Add your company logo** — When you select this option, the logo from your workspace settings is added to the public dashboard.
2. **Mark as published** — To share the live dashboard, you must mark it as published. If you share the link without publishing it, the public board won't be accessible.

<Frame>
  <img alt="Screenshot2026 03 30at3 46 28PM" />
</Frame>

When a dashboard is shared publicly and live, viewers have limited options. For example, they can apply date, filter, and breakdown overrides, but they cannot modify any reports. Changes are not saved when viewing the public dashboard.

<Frame>
  <img alt="Screenshot2026 03 30at3 51 40PM" />
</Frame>

## Intro to Reports

Stiddle supports several report types, each of which can be configured and saved as a widget on any dashboard. You can also build reports independently without adding them to a dashboard. Reports let you dive deeper into your data to explore new insights and create custom dashboards and BI analyses.

There are three types of reports within Stiddle.

* **Insights** – Analyze trends, performance, and key metrics over time
* **Funnels** – Understand how customers progress through important steps or conversions
* **Flows** – Visualize how users move through your product, website, or funnel

<Frame>
  <img alt="Screenshot2026 03 06at11 21 47AM" />
</Frame>

### Insight Reports

Insight reports let you build custom reports using Stiddle data, attribution insights, sales data, CRM data, ads data, and more.

Insights helps you analyze trends and explore the metrics that matter most to your business. You can visualize events, customer activity, and revenue data using flexible charts and filters.

Use Insights to **answer questions like**:

• How many customers converted yesterday?\
• Which channels are driving the most revenue?\
• How are key metrics trending over time?\
• How are specific customer segments performing?

#### Creating a New Insight Report

To create a new report, select **New Report** from the **Create** dropdown on the Analytics page, then select **Create Blank Report** in the popup.

<Frame>
  <img alt="Screenshot2026 03 30at4 36 02PM" />
</Frame>

When creating a new report, you'll land on the Insights Report Type by default.

<Frame>
  <img alt="Screenshot2026 03 30at4 35 42PM" />
</Frame>

To create a new report column, start by selecting **Add Column**, then choose **Select Definition**. You'll see options for various metric types, including website metrics, paid ads, attribution, sales, CRM, custom goals, forms, and custom events.

For this example, we'll use a basic metric: Page Views.

<Frame>
  <img alt="Screenshot2026 03 30at4 41 57PM" />
</Frame>

Next, give the new column a name—in this case, "Page Views".

<Frame>
  <img alt="Screenshot2026 03 30at4 42 54PM" />
</Frame>

To save any changes, click the "Save & Preview" button at the bottom of the screen. Your changes will then appear in the preview below the columns.

You'll now see a table displaying the total page views for the default date range.

Next, add another column for "Unique Visitors". The table now shows multiple metrics, allowing you to build out a more comprehensive view of your data.

<Frame>
  <img alt="Screenshot2026 03 30at4 45 12PM" />
</Frame>

You can also apply filters to individual columns or the entire report using the left-hand filters. For example, you can filter all column definitions by Location = United States.

<Frame>
  <img alt="Screenshot2026 03 30at4 46 56PM" />
</Frame>

<Frame>
  <img alt="Screenshot2026 03 30at4 47 13PM" />
</Frame>

Then hit,\*\* Preview & Save\*\* to see the new data reflected in the preview.

<Frame>
  <img alt="Screenshot 2026 03 30 At 4 48 12 PM" />
</Frame>

You can then apply a breakdown—for example, to see which top cities visitors are coming from. The table now displays all column definitions broken down by city.

<Frame>
  <img alt="Screenshot 2026 03 30 At 4 49 04 PM" />
</Frame>

This is just one of many examples. Different metric definitions have different options. For example, to add attribution data that Stiddle tracked to the table, select "Add Column", then "Paid Ads", then "Attributed". In this example, I selected "Number of Orders".

<Frame>
  <img alt="Screenshot2026 03 30at4 50 19PM" />
</Frame>

You'll now see that this new metric has additional options in the column. For example, you can select a Stiddle attribution model since it's attribution data.

<Frame>
  <img alt="Screenshot 2026 03 30 At 4 51 08 PM" />
</Frame>

To change the visualization type, select "Visualization Type" and then choose Bar Chart. This lets you easily convert the table to a stacked bar chart.

<Frame>
  <img alt="Screenshot 2026 03 30 At 4 53 15 PM" />
</Frame>

You can now see the data displayed as a bar chart instead of a table. However, the visualization is cluttered with too much data to be easily understood.

<Frame>
  <img alt="Screenshot 2026 03 30 At 4 53 32 PM" />
</Frame>

To clean this up, change the date grouping from "Day" to "Month" and enable "Stacked". This will make the chart easier to read.

<Frame>
  <img alt="Screenshot 2026 03 30 At 4 58 00 PM" />
</Frame>

You can also apply result filters to specific columns. For example, you might want to display only customers who viewed your pages with an average order value (AOV) over \$200. To do this, add a result filter to the specific column.

<Frame>
  <img alt="Screenshot 2026 03 30 At 5 00 25 PM" />
</Frame>

You can also add custom formulas to create custom metrics. For example, if you want to see blended metrics across Facebook and Google, add Facebook data to Column A and Google data to Column B. Then apply a new column with a custom formula to add columns A and B together, creating a blended metric. You could even divide by 100 to get a percentage, or divide by ad spend to get the blended ROAS.

<Frame>
  <img alt="Screenshot 2026 03 30 At 5 01 12 PM" />
</Frame>

To add a formula, select a new column, then select **Formula**. A dialog will appear where you can enter a basic calculation, such as `A+B / 100`.

<Frame>
  <img alt="Screenshot 2026 03 30 At 5 04 02 PM" />
</Frame>

#### Saving Reports to Dashboards

Once you've finished building this report, you can easily save it to an existing dashboard.

To save the report, select the **Save** button dropdown in the top right corner, then choose the dashboard and section where you want to add the widget.

<Frame>
  <img alt="Screenshot 2026 03 30 At 5 12 03 PM" />
</Frame>

Once you click on the dashboard and section, a "Close Report" button appears next to the save button. Select it to close the report builder and return to the dashboard, where your report is now saved as a widget in the section you selected.

<Frame>
  <img alt="Screenshot 2026 03 30 At 5 15 46 PM" />
</Frame>

### Funnel Reports

Funnels help you measure conversions and understand how customers move through key steps in your journey. Identify where people convert, where they drop off, and how different segments perform across each stage.

Use Funnels to\*\* answer questions like\*\*:

• What percentage of visitors completed a signup or purchase?\
• Where are customers dropping off in the funnel?\
• How long does it take users to convert?\
• How do conversion rates change across segments, channels, or time?

#### Creating a New Funnel Report

To create a new report, select **New Report** from the **Create** dropdown on the Analytics page, then select **Create Blank Report** in the popup.

<Frame>
  <img alt="Screenshot2026 03 30at4 36 02PM" />
</Frame>

When creating a new report, you'll land on the Insights Report Type by default. Be sure to select the Funnel option, which is the last option in orange.

<Frame>
  <img alt="Screenshot2026 03 30at5 20 20PM" />
</Frame>

To create a new funnel step, start by selecting **Add Step**, then choose **A Step**.

In this example, I'll select Page View All, Form Submissions, Open Opportunities, and Closed Won. This incorporates three data sources: Website, Forms, and CRM.

<Frame>
  <img alt="Screenshot 2026 03 30 At 5 23 52 PM" />
</Frame>

<Info>
  You need to select at least two steps for funnels to work, since funnels are designed to show you where people drop off and how they convert through your steps.
</Info>

Similar to Insights Reports, you can apply different filters to a specific step or to all steps, and you can also apply different breakdowns.

All report types can be saved to dashboards as widgets. You can save this funnel using the same method shown above for Insights Reports.

### Flow Reports

Flows helps you visualize the paths customers take before and after key actions. When you’re not sure exactly how users move through your site or product, Flows maps the most common journeys so you can understand behavior patterns and uncover friction points.

Use Flows to **answer questions like**:

• What do users do immediately after clicking an ad?\
• What actions typically happen before a purchase?\
• How do customers move from lead submission to conversion?

#### Creating a New Flow Report

To create a new report, select **New Report** from the **Create** dropdown on the Analytics page, then select **Create Blank Report** in the popup.

<Frame>
  <img alt="Screenshot2026 03 30at4 36 02PM 1" />
</Frame>

When creating a new report, you'll land on the Insights Report Type by default. Be sure to select the Flow option, which is the middle option in green.

<Frame>
  <img alt="Screenshot2026 03 30at5 32 08PM" />
</Frame>

To create a new flow step, start by selecting **Add Step**, then choose **Page View: Home**.

You can now see the journey people take after landing on the Home Page. You can also add additional filters and breakdowns to refine your analysis. For example, you might want to understand which sources lead people to your first step—in this case, the Home Page—so you can see which ad platforms and channel sources drive site traffic and what actions occur afterward, ultimately leading to a conversion.

<Frame>
  <img alt="Screenshot 2026 03 30 At 5 36 07 PM" />
</Frame>

Hovering over a path displays the drop-off and conversion rates for each step. There are many different ways to configure Flows. This is one of several examples.

<Frame>
  <img alt="Screenshot 2026 03 30 At 5 36 24 PM" />
</Frame>

All report types can be saved to dashboards as widgets. You can save this flow using the same method shown above for Insights & Funnel Reports.


# What are blended metrics?
Source: https://help.stiddle.com/en/category/analytics-dashboards-and-reporting/article/what-are-blended-metrics

Understand how Stiddle blends metrics across channels to provide unified KPI views.

Blended metrics combine data from multiple sources into a single calculation, letting you track cross-channel performance without exporting to a spreadsheet.

## How blending works

1. Stiddle normalizes each platform’s metric (naming, currency, time zone).
2. Metrics are summed or averaged, depending on the KPI (e.g., Spend is summed, CTR is weighted).
3. The result is stored as a blended metric you can add to any widget.

## Common blended metrics

* **Blended Spend** – Sum of all connected ad channels.
* **Blended ROAS** – `Total Revenue ÷ Total Spend` across those channels.
* **Blended CPA** – `Total Spend ÷ Total Conversions`.
* **Blended CPM** – Weighted by impressions so large channels influence the rate appropriately.

## Why use blended metrics?

* Quickly see how your entire media mix is performing.
* Benchmark brand vs. performance efforts without creating multiple dashboards.
* Share one number with executives instead of separate platform-specific metrics.

If you need a custom blend (e.g., only paid social), you can access one by using the metric configurator.


# What is the difference between Stiddle attributed metrics and original metrics?
Source: https://help.stiddle.com/en/category/analytics-dashboards-and-reporting/article/what-is-the-difference-between-stiddle-attributed-metrics-and-original-metrics

Learn when to rely on Stiddle’s identity-driven attribution numbers versus raw ad-platform metrics.

## Stiddle attributed metrics

* **Source** – Calculated by Stiddle’s attribution engine using IRIS identity resolution.
* **Use cases** – Budget allocation, lifecycle reporting, multi-touch analysis.
* **Advantages** – Deduplicated across devices/platforms, honors your attribution model (last touch, data-driven, etc.), includes offline conversions if connected.

## Original metrics

* **Source** – Pulled directly from each connected platform’s API (Meta, Google Ads, TikTok, etc.).
* **Use cases** – Channel owner reconciliations, billing, platform-specific optimizations.
* **Advantages** – Matches exactly what you see inside the native ad manager.

## Choosing the right one

| Scenario | Recommended metric |
| - | - |
| CEO report covering the full funnel | Stiddle attributed metrics |
| Troubleshooting a spend spike in Meta Ads Manager | Original metrics |
| Comparing blended ROAS across channels | Stiddle attributed metrics |
| Verifying that platform data synced correctly | Original metrics |

Most dashboards mix both: attributed metrics for outcomes, original metrics for delivery KPIs. Label widgets clearly so viewers understand which data source they are looking at.


# Why are some metrics not showing data within my analytics dashboard?
Source: https://help.stiddle.com/en/category/analytics-dashboards-and-reporting/article/why-are-some-metrics-not-showing-data-within-my-analytics-dashboard

Troubleshoot missing or blank metrics so widgets display live data again.

If a widget shows `—` or `No data available`, work through the checks below.

## 1. Confirm data sources are connected

* Visit **Settings → Integrations** and ensure each connector shows **Synced**.
* Re-authenticate any platform with an expired token.
* For commerce/CRM data, verify the last successful sync time matches your expectations.

## 2. Check filters and date ranges

* Tight filters (e.g., campaign + device + geo) might exclude all results.
* Make sure the selected date range actually contains activity.
* Remove conflicting dashboard and widget-level filters to test.

## 3. Validate metric availability

* Some metrics only exist for certain channels (e.g., `Adds to Cart` requires an ecommerce source).
* Stiddle attributed metrics need at least one tracked conversion to populate.
* Custom metrics must be mapped to the workspace before they appear.

## 4. Inspect attribution settings

* If you recently changed the attribution model, historical data needs time to recalc.
* Offline conversions may be waiting for identity matches—check **Attribution Logs** for pending events.

## 5. Contact Support

Provide the dashboard name, widget title, metric name, and timeframe to [hello@stiddle.com](mailto:hello@stiddle.com). Include screenshots or request IDs from the widget’s error banner if available.


# Attribution
Source: https://help.stiddle.com/en/category/campaign-manager



<Card title="Understanding Stiddle Attribution Models" icon="file-lines" href="en/category/learn/article/understanding-attribution-models">
  Attribution models decide how credit is assigned to the touchpoints that led to a conversion. Stiddle lets you switch models per dashboard, report, or attribution table so you can view performance from multiple angles.
</Card>

<Card title="How do I refresh the data in my attribution table?" icon="file-lines" href="en/category/campaign-manager/article/how-do-i-refresh-the-data-in-my-campaign-manager">
  Manually pull the latest performance data when you need up-to-the-minute numbers.
</Card>


# How do I configure my metrics and change the positions of the columns in campaign manager?
Source: https://help.stiddle.com/en/category/campaign-manager/article/how-do-i-configure-my-metrics-and-change-the-positions-of-the-columns-in-campaign-manager

Customize the Campaign Manager table so your most important KPIs are visible and ordered exactly how you need them.

This doc is coming soon. Our documentation is currently undergoing maintenance. If you need support or have any questions, please [reach out to support](https://www.stiddle.com/contact). We're here to help!


# How do I edit my Facebook campaigns from the Stiddle campaign manager?
Source: https://help.stiddle.com/en/category/campaign-manager/article/how-do-i-edit-my-facebook-campaigns-from-the-stiddle-campaign-manager

Adjust budgets, bids, statuses, and creatives for Facebook campaigns without leaving Stiddle.

This doc is coming soon. Our documentation is currently undergoing maintenance. If you need support or have any questions, please [reach out to support](https://www.stiddle.com/contact). We're here to help!


# How do I edit my Google campaigns from the Stiddle campaign manager?
Source: https://help.stiddle.com/en/category/campaign-manager/article/how-do-i-edit-my-google-campaigns-from-the-stiddle-campaign-manager

Manage Google Ads budgets, bids, and statuses directly in Campaign Manager.

This doc is coming soon. Our documentation is currently undergoing maintenance. If you need support or have any questions, please [reach out to support](https://www.stiddle.com/contact). We're here to help!


# How do I refresh the data in my attribution table?
Source: https://help.stiddle.com/en/category/campaign-manager/article/how-do-i-refresh-the-data-in-my-campaign-manager

Manually pull the latest performance data when you need up-to-the-minute numbers.

Attribution table auto-syncs, but you can force a refresh any time.

## Refresh the entire table

1. Open **Attribution Table**.
2. Click the **Refresh** icon above to the date range picker.
3. Stiddle triggers on-demand syncs for each connected ad account.
4. Watch the loader spin; rows update as soon as new data arrives.

## Refresh a single connector

1. Go to **Settings → Integrations**.
2. Select the ad platform and click **Sync now**.
3. Return to Campaign Manager and refresh the view to see the new data.

## Troubleshooting slow refreshes

* Large accounts may take several minutes because Stiddle fetches campaign → ad set → ad hierarchies.
* If the refresh icon is disabled, another sync is already running—wait until it finishes.
* For persistent delays, contact Support with the connector name and workspace slug.


# How do I see which campaigns are responsible for a specific order?
Source: https://help.stiddle.com/en/category/campaign-manager/article/how-do-i-see-which-campaigns-are-responsible-for-a-specific-order

Trace any order back to the campaign, ad set, and ad that drove it.

This doc is coming soon. Our documentation is currently undergoing maintenance. If you need support or have any questions, please [reach out to support](https://www.stiddle.com/contact). We're here to help!


# How do I set a date comparison for my campaign manager metrics?
Source: https://help.stiddle.com/en/category/campaign-manager/article/how-do-i-set-a-date-comparison-for-my-campaign-manager-metrics

Compare performance period-over-period directly inside Campaign Manager.

## Apply a comparison to the whole table

1. Open **Campaign Manager**.
2. Click the date range pill in the top right.
3. Toggle **Compare to** and choose **Previous period**, **Previous year**, or set a **Custom range**.
4. Apply the change. New `% Δ` columns appear next to key metrics (Spend, Purchases, ROAS, etc.).

## Customize comparisons per metric view

* Saved column presets store the comparison setting. Create separate presets for Week-over-Week vs. Year-over-Year views.
* Turn comparisons off for lighter-weight QA sessions by toggling **Compare to → None**.

## Notes

* Comparisons rely on consistent attribution models; changing models recalculates the deltas.
* If the previous period lacks data, Stiddle shows `—` for the delta to avoid misleading numbers.


# How do I toggle on and off my campaigns, ad sets, and ads in Stiddle?
Source: https://help.stiddle.com/en/category/campaign-manager/article/how-do-i-toggle-on-and-off-my-campaigns-ad-sets-and-ads-in-stiddle

Enable or pause any level of your ad hierarchy without logging into each ad platform.

## Turn items on or off individually

1. In **Campaign Manager**, locate the campaign, ad set, or ad.
2. Click the **Status** pill (Active, Paused, Learning, etc.).
3. Choose **Activate** or **Pause** and confirm.
4. Stiddle calls the platform API and updates the status in real time.

## Bulk pause/activate

1. Select multiple rows using the checkboxes.
2. Click **Bulk actions → Change status**.
3. Pick **Activate** or **Pause** and apply.
4. Review the bulk action log to ensure each update succeeded.

## Safety checks

* You can only control platforms that are connected with edit scope.
* If a row shows **Read only**, re-authenticate the connector or request access from the workspace admin.
* Pausing at the campaign level cascades to all child ad sets/ads at the platform level.


# Is the campaign manager synced with Stiddle connectors in real-time?
Source: https://help.stiddle.com/en/category/campaign-manager/article/is-the-campaign-manager-synced-with-stiddle-connectors-in-real-time

Understand how often Campaign Manager refreshes data and what affects sync speed.

Campaign Manager is **near** real-time. Here’s how syncing works:

## Default sync cadence

* **Automatic refresh** – every 15 minutes Stiddle pulls fresh data from each connected platform.
* **High-volume accounts** – may take longer because we paginate through every campaign/ad set/ad.
* **Webhooks** – critical delivery status changes (budget exhausted, ad rejected) can arrive sooner via platform webhooks.

## Manual refresh

Use the **Refresh** button next to the date picker to force an on-demand sync whenever you need an update sooner than the scheduled cycle.

## Factors that slow syncing

* Pending authentications or recently expired tokens.
* Platforms experiencing API rate limiting.
* Workspaces with hundreds of accounts selected at once.


# Stiddle attributed metrics – how to setup and troubleshoot
Source: https://help.stiddle.com/en/category/campaign-manager/article/stiddle-attributed-metrics-how-to-setup-and-troubleshoot

Enable attributed metrics in Campaign Manager and resolve the most common configuration issues.

This doc is coming soon. Our documentation is currently undergoing maintenance. If you need support or have any questions, please [reach out to support](https://www.stiddle.com/contact). We're here to help!


# Viewing analytics for a specific campaign, ad set, or ad
Source: https://help.stiddle.com/en/category/campaign-manager/article/viewing-analytics-for-a-specific-campaign-ad-set-or-ad

Drill from Campaign Manager rows into full analytics dashboards filtered to that entity.

## Open the analytics drawer

1. Hover over the campaign/ad set/ad row.
2. Click **View analytics** (chart icon) to open the side drawer.
3. Choose the metric snapshot you need (Performance, Revenue, Engagement).

## Jump to the analytics dashboard

1. Inside the drawer, click **Open in Analytics Dashboard**.
2. Stiddle opens the default analytics view in a new tab with filters pre-applied to that entity.
3. Change the date range or attribution model as needed—the entity filter stays locked until you clear it.


# Why am I not seeing some metrics within my campaign manager?
Source: https://help.stiddle.com/en/category/campaign-manager/article/why-am-i-not-seeing-some-metrics-within-my-campaign-manager

Troubleshoot missing or blank columns in the Campaign Manager table.

## 1. Check column settings

* Open **Columns → Customize columns** and ensure the metric is enabled.
* Some presets hide advanced metrics by default—switch to “All metrics” to confirm.

## 2. Verify data source eligibility

* `Attributed` metrics require the Stiddle Pixel + mapped conversions.
* Platform-specific metrics (e.g., Engagement Rate) only appear for channels that support them.
* If you’re filtering to a single channel, shared metrics may disappear; clear the filter to confirm.

## 3. Confirm connector syncs

* Go to **Settings → Integrations** and make sure each connector shows **Synced** within the last few hours.
* Re-authenticate if you see a “Token expired” badge.

## 4. Check permissions

* Some ad platforms restrict certain metrics unless the user has analyst or admin rights.
* Ask a workspace admin to grant the necessary scope.

## 5. Contact Support

Include the workspace slug, metric name, screenshot of your columns panel, and the timeframe you’re viewing so we can investigate.


# Why can't I see any of my historical data past 37 months?
Source: https://help.stiddle.com/en/category/campaign-manager/article/why-cant-i-see-any-of-my-historical-data-past-37-months

Learn why Campaign Manager limits history to 37 months and what you can do about it.

Most ad platforms only allow API access to roughly the last three years (37 months) of data. Stiddle respects those platform rules so reporting stays compliant.

## Why the limit exists

* **Platform retention policies** – Meta, Google, TikTok, and others purge or archive delivery data beyond 2–3 years.
* **API performance** – Large historical pulls slow down current reporting, so platforms enforce shorter windows.
* **Privacy regulations** – Long-term storage of user-level data requires additional consents that many advertisers don’t hold.

## Options if you need older data

3. **Request a platform archive** – some enterprise ad accounts can request archives directly from the platform, which you can then import to a data warehouse.

## Best practices going forward

* Keep attribution windows realistic so you are not relying on multi-year lookbacks.
* Document any business decisions tied to older data so newer teammates know where to find the archives.


# Data Connectors
Source: https://help.stiddle.com/en/category/data-connectors

Learn how to integrate different platforms with Stiddle.

### Select to skip to section or start to scroll

<Columns>
  <Card title="E-Commerce" href="#e-commerce-connectors" />

  <Card title="CRM" href="#crm-connectors" />

  <Card title="Ads" href="#ad-connectors" />

  <Card title="Others" href="#other-connectors" />
</Columns>

***

### E-commerce Connectors

<Card title="How to connect Shopify to Stiddle" icon="file-lines" href="en/category/data-connectors/article/how-to-connect-shopify-to-stiddle">
  Connect your Shopify store for order and person level insights & attribution.
</Card>

***

### CRM Connectors

<Card title="How to connect Salesforce CRM to Stiddle" icon="file-lines" href="docs/using-stiddle/data-connectors/stiddle-salesforce-connector">
  Connect Salesforce for company, oppurtunity, and person level insights & attribution.
</Card>

***

### Ad Connectors

<Card title="How to connect Meta (Facebook) Ads to Stiddle" icon="file-lines" href="en/category/data-connectors/article/how-to-connect-facebook-ads-to-stiddle">
  Learn how to connect Meta Ads.
</Card>

***

### Other Connectors

<Card title="How to connect Zapier to Stiddle" icon="file-lines" href="docs/using-stiddle/data-connectors/stiddle-zapier-connector">
  Send events to Stiddle and retreive data from Stiddle with Zapier.
</Card>


# Can I connect a Google Manager (MCC) to Stiddle?
Source: https://help.stiddle.com/en/category/data-connectors/article/can-i-connect-a-google-manager-mcc-to-stiddle

Use a Google Ads Manager account (MCC) to manage multiple child accounts from one Stiddle connector.

Yes—Stiddle supports connecting a Google Ads Manager (formerly MCC) so you can sync multiple client accounts without authorizing each one separately.

## Connect an MCC

1. Go to **Settings → Integrations → Google Ads**.
2. Click **Connect account** and sign in with the Google profile that owns or has admin access to the MCC.
3. When Google prompts for permissions, grant access to *all current and future* child accounts (recommended).
4. Back in Stiddle, pick the specific accounts you want to sync under **Manage accounts**.

## Managing child accounts

* Toggle individual accounts on/off inside the integration drawer; only enabled accounts count toward your connector limit.
* Rename accounts inside Stiddle to match your workspace naming convention—the change doesn’t touch Google.
* If you add a new client to the MCC later, click **Sync accounts** and enable it in Stiddle without re-authenticating.

## Limitations

* You must have *Standard* or *Admin* access to the MCC; read-only profiles cannot edit campaigns through Stiddle.
* Shared budgets and MCC-level scripts are not surfaced—only campaign/ad set/ad data from each child account is synced.
* If you manage sub-MCC hierarchies, connect at the highest level that has access to all child accounts you need.

If you need to segment clients by workspace, connect the same MCC to multiple workspaces but enable different child accounts in each one.


# How to connect & set up WooCommerce with Stiddle
Source: https://help.stiddle.com/en/category/data-connectors/article/how-to-connect-and-setup-woocommerce-with-stiddle

Sync WooCommerce orders, customers, and refunds into Stiddle for attribution and reporting.

This doc is coming soon. Our documentation is currently undergoing maintenance. If you need support or have any questions, please [reach out to support](https://www.stiddle.com/contact). We're here to help!


# How to connect Facebook Ads to Stiddle
Source: https://help.stiddle.com/en/category/data-connectors/article/how-to-connect-facebook-ads-to-stiddle

Authorize Meta Ads so spend, delivery, and creative data syncs into Stiddle.

## Requirements

* Meta Business Manager admin access.
* Stiddle user with **Manage connector** permission.

## Connect the account

1. Go to **Settings → Connectors → Facebook Ads**.
2. Click **Connect account** and log in to Facebook.
3. Grant Stiddle access to the ad accounts, pages, and permissions requested (Ads Management, Business Management, etc.).
4. Back in Stiddle, select the ad accounts you want to sync and click **Save**.

## What syncs

* Campaign → Ad Set → Ad hierarchy, statuses, budgets, and delivery metrics.
* Original metrics (Spend, Impressions, Clicks).
* Creative previews and tracking parameters for quick QA.

## Optional: pixel + conversion API

Connecting Facebook Ads doesn’t automatically install the Stiddle Pixel. Use **Settings → Pixel** to deploy the pixel or server-side integration for full attribution.

## Troubleshooting

| Issue | Resolution |
| - | - |
| Account missing from dropdown | Ensure your Facebook profile has at least advertiser access and that the account is not disabled. |
| Data stops syncing | Re-authenticate the integration if you receive a “Token expired” email. |
| Unable to edit campaign status | Confirm the connector was authorized with **ads\_management** scope; reconnect if it was limited. |

After connecting, open Attribution Table, select the channel source "Facebook", and verify data appears for today’s date range.


# How to connect Google Ads to Stiddle
Source: https://help.stiddle.com/en/category/data-connectors/article/how-to-connect-google-ads-to-stiddle

Sync Google Ads delivery and conversion data into Stiddle for unified reporting and editing.

This doc is coming soon. Our documentation is currently undergoing maintenance. If you need support or have any questions, please [reach out to support](https://www.stiddle.com/contact). We're here to help!


# Stiddle Shopify Connector
Source: https://help.stiddle.com/en/category/data-connectors/article/how-to-connect-shopify-to-stiddle

Bring Shopify orders, refunds, and customer data into Stiddle for attribution and revenue reporting.

***

In this tutorial we’ll walk you through the following steps to setup your Stiddle Pixel with your Shopify store.

<iframe title="YouTube video player" />

### **Installing The Stiddle Pixel With Shopify**

The Stiddle Pixel helps track and identify visitors from your site. This is required for accurate attribution and identity resolution. Please make sure to follow the steps exactly as they are described below. If set up incorrectly, Stiddle won’t be able to track and identify your customers - resulting in inaccurate ad tracking.

At any point during setup you face issues or have questions with setup, please don’t hesitate to [<u>contact</u>](https://www.stiddle.com/contact) one of our support team members - we’re here to help!

**Getting Started**

To find your Stiddle Pixel, select the workspace you want to enable and set up the pixel for. Once selected, navigate to the left hand navigation, select “Settings” and select “Pixel”.

<img alt="Screenshot2024 02 27at7 28 09PM 8v6py Dro" />

Start by copying the “Base Code” of the Stiddle Pixel and navigate to your Shopify store dashboard. Select “Online Store” from the left hand navigation, then navigate to “Themes”. Select the three dot menu, then select “Edit Code”.

<img alt="0 Screen+shot+2023 06 27+at+3 44 14+PM 775db05b 09dd 47ac B77b 876c89bac7d8 M3zgd 7W" />

Once in the Shopify code editor, navigate to the left hand menu and select “theme.liquid” - this is stored under the “layout” folder. 

Scroll down to the bottom of the page and paste your copied Stiddle Pixel code into the file right above the closing \</body> tag.

<img alt="0 Screen+shot+2023 06 27+at+3 44 39+PM 2dbf5cd0 1d4c 4e1c A785 Be06dd66a110 Au Am MQCI" />

Make sure to save your changes.

Navigate back to your Stiddle Pixel settings, copy the “Conversion Code” - from step 2. 

<img alt="Screenshot2024 02 27at7 29 04PM Fpek6zq G" />

Go back into your Shopify dashboard, select “Settings” - found on the left hand navigation. Then select the “Checkout” tab. 

<img alt="0 Screen+shot+2023 06 27+at+3 45 36+PM 23e2e944 F93e 40e4 8536 D462fa8426f0 2BWMSJKC" />

<img alt="0 Screen+shot+2023 06 27+at+3 45 54+PM 9327f9dc Cdf6 44f1 9565 1e4a8acc4881 Mp K4lykh" />

Scroll down to the “Order Status Page” section and paste your Stiddle Pixel Conversion Code, under “Additional Scripts”.

Select “Save” to save your changes.

<img alt="0 Screen+shot+2023 06 27+at+3 46 21+PM Bfadd516 F042 48b0 8f8e Afe05c8a3589 8g Ph Qm Rb" />

That’s it! Your Stiddle Pixel is not installed on your Shopify store. To verify it is working and installed correctly, navigate back to your Stiddle Pixel settings page to see if the pixel status is set to “Pixel Active”. 

**Important** Please note that the Stiddle Pixel status will only change to active status after it has identified a new visitor on your Shopify store. To test this, go into an incognito or private browser and visit your Shopify store and click around to a few pages. Navigate back to your Stiddle Pixel settings, refresh the page, and check to see if the status is now set to active.

If you are unsure of which Shopify store you have connected to Stiddle and want to see where the traffic is coming from, select the “Pixel Status” button to find more information on the status and troubleshooting.

<img alt="Screenshot2024 02 27at7 30 03PM H Ect3x1l" />

<img alt="Screenshot2024 02 27at7 30 30PM J B6qqz U3" />

### **Connecting Shopify to Stiddle**

Connect Shopify to Stiddle to start syncing your Shopify data for a single source of truth with purchase tracking, attribution, identity resolution, and analytics. 

<iframe title="YouTube video player" />

**Connecting The Shopify App**

To connect Shopify, select the workspace you want to connect to. Once selected, navigate to the workspace settings and select “Connectors”. 

Select “Sales Channels”, find Shopify, then select “Connect To Stiddle”. 

<img alt="Screenshot2024 02 27at6 18 55PM 8i Sn I2rl" />

Paste your Shopify store URL, this is the URL Shopify provides you when creating a new Shopify store - this is NOT your custom domain.

Not Correct:

```
mystore.com
```

Correct:

```
mystore.myshopify.com
```

Follow the instructions on the screen to complete the integration with Shopify and Stiddle. Make sure to provide access to all of the required permissions requested by Stiddle.

**Syncing Past Customer Orders**

Next you'll need to sync all of your previous order data from Shopify, there are a few ways to accomplish this. Shopify stores with large order history (over 2,000 orders) will need to upload orders manually using a CSV \~ see method two below. If you have less than 2,000 orders in your Shopify store, method one will sync automatically without the need for any manual CSV upload. We don't recommend skipping this step, skipping this step will restrict the use of Shopify metrics in your Analytics Dashboards and Profiles.

1. **Syncing Past Customer Orders - Under 2,000 Orders**

\<GIF>

2. **Uploading Past Customer Orders Using CSV - Over 2,000 Orders**

<iframe title="YouTube video player" />

**Setting Up Order Return Tracking**

Use Stiddle's refund webhook to track Shopify order returns in Stiddle. This allows you to track and update refunds in Stiddle Profiles. Stiddle will also automatically calculate ROAS, CV, net profit, and other attribution related metrics using the refund webhook. The refund webhook is very easy to setup with Shopify. Follow the  below video for setup instructions. 

\<GIF 2>

**Important Note** Please note that only one Shopify store can be connected per Workspace. If you need to track additional Shopify stores, please create a new workspace then connect and set up Shopify tracking accordingly.

**Re-syncing Shopify** At anytime you can re-sync Shopify data with Stiddle, without disconnecting the integration. Remember that when re-syncing your Shopify data, Stiddle will begin to re-sync all of your previous order history. Sync times vary depending on the amount of data.

Stiddle syncs with Shopify on a daily basis, in addition to syncing new data when your browser is refreshed. This prevents the need for frequent manual re-syncs. That being said, we don't recommend doing this often. 

<img alt="Screenshot2024 02 27at6 46 44PM I7d9f9m W" />


# How to disconnect Google Ads integration completely
Source: https://help.stiddle.com/en/category/data-connectors/article/how-to-disconnect-google-ads-integration-completely

Remove Google Ads data from Stiddle and revoke access at the Google level.

Follow these steps when offboarding a client or rotating credentials.

## Step 1 – Disable accounts in Stiddle

1. Go to **Settings → Connectors → Google Ads**.
2. Toggle off every account you no longer want synced.
3. Click **Save** so Stiddle stops pulling new data for those accounts.

## Step 2 – Disconnect the integration

1. On the same connector page, click **Disconnect**.
2. Confirm the prompt—this removes all Google tokens from Stiddle.
3. Optional: Request a data purge from Support if you need historical Google data deleted as well.

## Step 3 – Revoke access in Google

1. Visit [Google Account Security](https://myaccount.google.com/permissions) while logged in with the same Google profile.
2. Under **Third-party apps**, find **Stiddle** and click **Remove access**.
3. If you connected via MCC, repeat for any other Google profiles that were used.

## Step 4 – Clean up automations

* Remove any Stiddle webhooks or Zapier automations that referenced Google Ads metrics.
* Update dashboards or reports that relied on Google data so teammates know the connector is offline.

Reconnecting later requires a fresh authorization, so keep documentation of which campaigns belonged to the disconnected accounts.


# Why can't I connect my Shopify store to multiple workspaces?
Source: https://help.stiddle.com/en/category/data-connectors/article/why-cant-i-connect-my-shopify-store-to-multiple-workspaces

Understand the one-store-per-workspace rule and how to share data safely.

A Shopify store can only be connected to one Stiddle workspace at a time. This limitation protects data integrity and keeps attribution clean. In rare cases Stiddle can adopt multiple stores in a single worspace. For this, please contact support.

## Why the restriction exists

* **Duplicate orders** – Connecting the same store twice would import every order twice, inflating revenue metrics.
* **Attribution conflicts** – Stiddle would not know which workspace should own conversions, leading to inconsistent reporting.
* **API limits** – Shopify webhooks and API calls are rate limited; splitting them across workspaces could delay syncs.

## Alternatives

1. **Use workspaces for teams, not stores** – Invite collaborators to the workspace that already owns the store and use permissions/labels to separate responsibilities.
2. **Share data externally** – Export dashboards or use the API to send Shopify data to another BI tool.
3. **Clone data manually** – If you truly need two environments (e.g., testing vs. production), export orders from one workspace and import them via CSV to the other—just avoid connecting the live store twice.

## Need to move the store?

1. Disconnect the store from the current workspace (**Settings → Connector → Shopify → Disconnect**).
2. Connect it in the new workspace using the standard Shopify flow.
3. If you want to preserve historical data, request a data transfer from Support before disconnecting.


# Getting Started & Setup
Source: https://help.stiddle.com/en/category/getting-started



### Materials & Things To Know

<Card title="What is a CIP?" icon="file-lines" href="/en/category/getting-started/article/cip">
  Introducing Stiddle’s Composable Customer Intelligence Platform for GTM Teams
</Card>

<Card title="Everything To Know About Stiddle IRIS" icon="file-lines" href="/en/category/getting-started/article/iris">
  In this article you'll learn everything you need to know about Stiddle IRIS and how the technology powers a suite of Stiddle features.
</Card>

<Card title="Stiddle - Platform Screenshots [Ecom]" icon="file-lines" href="/en/category/getting-started/article/stiddle-platform-screenshots">
  Understand how Stiddle works with product screenshots and descriptions.
</Card>

<Card title="Stiddle - Platform Screenshots [Lead Gen]" icon="file-lines" href="/en/category/getting-started/article/stiddle-platform-screenshots-lead-gen">
  Understand how Stiddle works with product screenshots and descriptions.
</Card>

<Card title="Tutorial: Analytics, Reports, & Dashboards" icon="file-lines" href="https://help.stiddle.com/en/category/analytics-dashboards-and-reporting/article/tutorial-analytics-reports-and-dashboards">
  Learn everything about Stiddle analytics, reports, and dashboarding.
</Card>

***

### Get Started Setting Up

<Card title="Getting Started with Stiddle" icon="file-lines" href="/en/category/getting-started/article/getting-started-with-stiddle">
  Getting Started with Stiddle \~ Everything you need to know to get setup and navigate every feature.
</Card>

<Card title="How to Setup the Stiddle Pixel Script" icon="file-lines" href="/en/category/stiddle-pixel-tracking-and-attribution/article/how-to-setup-the-stiddle-pixel-for-your-e-commerce-store">
  How to setup the Stiddle Pixel for your website, application, or online store (ie. Shopify).
</Card>

<Card title="How to Setup UTM Parameters with Stiddle" icon="file-lines" href="en/category/stiddle-pixel-tracking-and-attribution/article/setting-up-utms-for-ad-tracking-with-stiddle-google-ads-and-facebook-ads">
  How to setup UTMs for attribution in Stiddle - for both ads and organic channels.
</Card>

<Card title="How to Connect Ad Platforms with Stiddle" icon="file-lines" href="en/category/data-connectors/article/how-to-connect-facebook-ads-to-stiddle">
  How to integrate ad platforms (ie. Meta Ads) to Stiddle for attribution and insights.
</Card>

<Card title="How to Connect CRMs with Stiddle" icon="file-lines" href="docs/using-stiddle/data-connectors/stiddle-salesforce-connector">
  How to integrate CRM platforms (ie. Salesforce) to Stiddle for attribution and insights.
</Card>

<Card title="How to Setup Custom Events & Convrsion Goals" icon="file-lines">
  Learn how to collect custom events and define conversion goals for insights and attribution.
</Card>


# What is a CIP?
Source: https://help.stiddle.com/en/category/getting-started/article/cip

Understand Stiddle’s Composable Customer Intelligence Platform (CIP) and how it powers the rest of the product.

## **Introducing Stiddle’s Composable Customer Intelligence Platform for GTM Teams**

The Stiddle Customer Intelligence Platform (CIP) is purpose-built for GTM teams—including media buyers, marketers, sales reps, rev ops, analytics, and data teams. Stiddle provides accurate customer visibility without the use of cookies (powered by [<u>Stiddle IRIS</u>](https://help.stiddle.com/en/category/getting-started/article/iris)), delivering the data needed to understand customer journeys, attribution, and insights—along with the tools to act on it. Key features include customer analytics, dashboard reporting, marketing attribution, identity resolution, audience building and syncing, and more.

## **Background: Why Stiddle Was Built**

Customer Data Platforms (CDPs) were originally built for data teams to centralize customer data and deliver it to marketing teams. But modern go-to-market (GTM) teams—spanning sales, customer success, partnerships, media buyers, and revenue operations—require more than just access to unified data. They need real-time, actionable insights embedded directly into their workflows. Without this GTM teams, including marketing teams, are forced to adopt several other tooling just to make sense of and take action with the data a CDP collects. 

<u>Stiddle introduces the Customer Intelligence Platform (CIP)</u>: a composable, warehouse-native system that empowers GTM teams to connect data, resolve identity, visualize journeys, and take immediate action. Unlike traditional CDPs that create data silos and require multiple third-party tools for analysis and activation, Stiddle provides a unified platform that handles everything—without ever duplicating your data. This includes not only the data ingestion, but also the tooling needed to take action - ie. attribution, analytics, and activation.

In an era where every team is data-driven, GTM teams face one consistent bottleneck: fragmented, inaccessible, or inaccurate customer insights. CDPs were introduced to solve part of this—by aggregating data into unified profiles for data teams. But they weren’t built for the needs of entire GTM teams.

Stiddle’s Customer Intelligence Platform (CIP) solves this by layering real-time identity resolution, analytics, attribution, and activation directly on top of your data warehouse—transforming data into intelligent, revenue-driving actions.

## **What is a CDP?**

A Customer Data Platform is designed to collect data from various touchpoints—web, mobile, email, POS, CRM—and unify it into a single customer profile. These systems then pass that data to marketing tools for personalization and segmentation.

### CDP Core Capabilities:

* Connect: Ingests customer data from multiple sources
* Identify: Resolves identities via first-party identifiers (email, cookies)
* Act: Pushes audiences to ad platforms, email tools, or analytics
* (Limited) Visualize: Often relies on external BI tools for reporting

### CDP Limitations:

* Built primarily for marketing teams, requiring the needs of data teams
* Requires data engineers to manage pipelines, model data, and build dashboards
* Relies on browser cookies, which are increasingly restricted
* Provides limited journey visualization and intelligence
* Needs additional tools (reverse ETL, attribution platforms, BI layers) for insights and activation

## **The CIP Framework: Connect, Identify, Visualize, Act**

Stiddle reimagines the CDP from the ground up around a four-part framework designed for action, not just aggregation:

<img alt="Stiddle Flow Chart" />

### 1. Connect

Seamlessly ingest real-time behavioral, transactional, and campaign data from web, app, server, CRM, ad platforms, and more. Including auto-capture capabilities for forms, event-streaming, and conversion goals.

### 2. Identify

Using our novel IRIS ID, Stiddle persistently resolves identities across browsers, sessions, and devices—without relying on cookies. [<u>IRIS</u>](https://help.stiddle.com/en/category/getting-started/article/iris) leverages device signals, device-side fingerprinting, and ML-based inference to maintain long-term, high-confidence identity resolution (up to 3-years).

### 3. Visualize

Gain real-time visibility into the customer journey:

* Funnel analysis and drop-off points
* Behavioral segmentation
* Event flows and timeline views
* Cross-channel and cross-device journey orchestration – All accessible without code, and without waiting on data teams.
* Customizable dashboards with the ability to collaborate and share in real-time
* Granular Attribution for paid media and organic channels, including sales team efforts

### 4. Act

Activate intelligence directly into GTM workflows:

* Feed accurate conversion signals to ad platforms (using CAPI)
* Trigger sales alerts based on buyer behavior
* Build custom attribution models using ML and LLMs post-trained on your own data
* Create and share no-code reports with stakeholders across marketing, sales, and partnerships

Create and deploy smart audiences in real-time across GTM channels 

## **IV. CDP vs. CIP: A Strategic Shift**

| Feature | CDP | Stiddle CIP |
| :- | :- | :- |
| Primary User | Marketing | All GTM teams |
| Identity | Cookie/email-based | Persistent IRIS ID across devices |
| Visualization | External BI required | Built-in funnel & journey analytics |
| Attribution | Static, rules-based | ML- and LLM-powered, adaptive |
| Data Activation | Audiences + basic APIs | Real-time, conversion-aware feedback |
| Data Storage | Duplicate/isolated | Warehouse-native (composable) |
| Reporting | Engineering required | Self-serve, no-code dashboards |

## **Why CDPs Fall Short: Too Many Tools, Too Many Handoffs**

While CDPs solve the problem of unifying data, they create new ones:

* GTM teams still rely on data teams to make sense of the data
* Data needs to be exported to BI tools for reporting
* Journey visualization and attribution require third-party platforms
* Audience activation is often delayed, manual, or incomplete
* Customer journeys may have missed touchpoints due to cookies

Stiddle eliminates these problems by making the entire stack composable, cookieless, real-time, and self-serve.

## **How Stiddle Identity Resolution Works**

Stiddle IRIS continuously builds and maintains persistent identities by recognizing returning devices. When users visit across multiple devices (e.g., phone, laptop, tablet), IRIS collects fingerprints for each. However, Stiddle does not automatically merge these devices into a single profile without verified, privacy-safe identity signals.

<img alt="Iris Stiddle" />

## **Composable by Design: No Data Duplication, Ever**

Unlike legacy CDPs that require customer data to be ingested and stored in databases, Stiddle is composable. That means:

* Stiddle reads from and writes directly to your existing data warehouse (e.g., Snowflake, Redshift, BigQuery)
* No need to sync or copy data into a black-box system
* No redundant pipelines or extra storage costs
* All teams operate from the same single source of truth

This also enables faster load times, simplified governance, and seamless integration with your broader analytics stack.

Your data stays where it belongs. Stiddle brings it to life.

## **How It All Comes Together: The Stiddle Architecture**

Below is a visual overview of how the Stiddle CIP architecture works:

<img alt="Architecture" />

## **Stiddle’s Built-In Intelligence: From Data to Revenue**

Stiddle brings the intelligence layer natively into the platform, enabling teams to operate faster and more autonomously.

### 1. Customer Profiling, Identity Resolution, and Live Event Streaming

By combining fingerprinting with first-party data, IRIS builds rich customer profiles over time. Anonymous visitors become identified leads, and multiple sessions are unified under a single identity. For B2B, Stiddle also creates oppurtunity and company profiles synced from your CRM.

<img alt="Profilesstiddle" />

### 2. Revenue Attribution For Every Channel, Order, Lead, Company, and Oppurtunity

IRIS connects the dots across multiple visits, touchpoints, and devices to provide accurate, long-term attribution. Even when users switch devices or use private browsing, IRIS ensures that conversions are tied to the right campaign, channel, and sales team. Stiddle's attribution is very flexible and easily works with ecommerce, D2C, lead generation, B2B, and apps.

<img alt="A" />

### 3. Flexible Funnels, Reports, and Customer Analytics

Track the full customer journey from first touch to conversion, across platforms and devices. IRIS enables multi-step path analysis that doesn’t break when cookies expire.

<img alt="Stiddlefunnel" />

### 4. Customer Flows With Extended Visibility

Visualize how users move through your site or funnel. IRIS adds continuity to flow analysis by connecting otherwise fragmented sessions.

<img alt="Stiddle Flow" />

### 5. Smart Audiences That Know Your Customers

Build high-precision audiences based on persistent behaviors and traits. With fingerprinting at the core, Stiddle's audience engine is more accurate and provides up to 50% additional profile attributes to segment with. Every audience includes KPIs caluclated in realtime.

<img alt="S" />

### 6. Dashboarding That's Flexible, Sharable, and Accurate

Traditional analytics tools lose visibility when users delete cookies or change browsers. IRIS ensures data continuity and accuracy, providing more reliable metrics for decision-making.

<iframe />

### 7. Bot and Crawler Detection

By analyzing behavior patterns and device inconsistencies, IRIS identifies and filters out non-human traffic. This improves data quality and protects GTM budgets.

## Use Cases Across GTM Functions:

### Media Buyers

* Push accurate conversion data to Meta, Google, and TikTok—capturing missed events beyond what CAPI provides
* Apply AI-powered attribution to allocate credit accurately 
* Identify and act on top-performing funnels in real time
* Uncover transparency - who purchased or became a lead from a specific campaign, mapped back to person level profile, including full browsing history

### Account Managers

* Create no-code client reports on funnel performance, attribution, and outcomes
* Visualize full journeys and show which channels, campaigns, or GTM efforts contributed to success
* Support upsell and retention through journey-aware engagement

### Sales & Revenue Ops

* Prioritize accounts showing real intent across channels
* Automate outreach triggers based on buyer behaviors
* Track touchpoints and calculate revenue attribution across the funnel
* Understand the impact marketing has on sales teams

### Partnership & Channel Teams

* Attribute partner-influenced journeys and performance
* Prove ROI of content, co-marketing, and sourced leads
* Analyze impact of each partner on revenue and retention

### Product & Growth

* Run PLG funnels and behavioral segmentation
* Trigger lifecycle actions based on intent or drop-off

Tie product behavior to sales outcomes

## **Conclusion: The New Era of Customer Intelligence**

CDPs solved the first step: collecting and unifying customer data.

But today’s GTM teams need more. They need to:

* See what's happening, right now
* Understand what's working, and why
* Act across platforms, channels, and teams—without delay

Stiddle’s Customer Intelligence Platform unlocks this by putting real-time intelligence directly in the hands of the teams who drive revenue. No more data gatekeeping. No more silos. No more guesswork.

CDPs unified data. CIPs unify intelligence.


# A Full Guide To Getting Started with Stiddle
Source: https://help.stiddle.com/en/category/getting-started/article/getting-started-with-stiddle

Follow this checklist to move from a blank workspace to live attribution, dashboards, and collaboration in under an hour.

<img alt="Getting Started Stiddle" />

In this tutorial we’ll walk you through the following steps to create and setup your new Stiddle account and Worksapce:

**Setting Up Your New Account & Workspace \~ Complete Setup Guide**

1. Go to [<u>stiddle.com/book-demo</u>](https://web.archive.org/web/20241202125205/https://www.stiddle.com/book-demo) to book a demo.
2. Creating an account
3. Creating your first Workspace
4. Understanding Workspace based billing
5. Inviting Workspace Team Members
6. Integrating Connectors - Shopify, Facebook Ads, Google Ads
7. Installing the Stiddle Pixel
8. Setting up ad tracking UTM parameters with existing and new ads

         

**Learn How To Use Stiddle Effectively \~ Complete Features Guide**

1. Configuring Campaign Manager (tips & tricks)
2. Creating a new Analytics Dashboard
3. Configuring the Analytics Dashboard (tips & tricks)
4. Sharing the Analytics Dashboard
5. Everything you need to know about Stiddle People Profiles
6. Creating a new audience
7. Everything you need to know about Audiences
8. Workspace vs. account settings (inviting your team members)
9. Using Stiddle for agencies (billing, white-label, collaborate, organize)

## **Setting Up Your New Account & Workspace**

Follow the steps below to get your account setup to start using Stiddle.

### **Book a Demo To Access An Account**

Go to [<u>stiddle.com/book-demo</u>](https://www.stiddle.com/book-demo) to book a demo. Follow the account signup and onboarding questions to create your account. You'll be requested to verify your email at signup \~ if you need to resend your verification email, please [<u>click here</u>](https://app.stiddle.com/forgot/password).

### **Create your first Workspace**

**What are Stiddle Workspaces?** Stiddle was built with collaboration and organization in mind - that’s why Stiddle is divided into Workspaces. Think of Workspaces like folders, folders you can share with your team.

You can create different folders for each of your brands or agency clients to keep your data separate. With each new Workspace you create in Stiddle, you’ll need to pick a plan to start your free trial.

**Creating your new Workspace** After signing up for your new Stiddle account, you'll land on the "Workspaces" page, select the “New Space” button in the top right hand corner or navigate to the left hand menu -> hover over the workspace icon -> select “New Space” to get started.

Follow the prompts to name your new workspace and upload an image or logo for the workspace. Workspace images should be unique to each workspace and can be used to white-label dashboard reports when sharing with colleagues and clients (we'll go over this more later in this guide).

### **Understanding Workspace Based Billing**

Every Workspace created in Stiddle has it's own billing and plan associated with it. When creating a new Workspace in your Stiddle account, you'll be required to select a plan and billing method. For Stiddle's pricing, visit [<u>stiddle.com/pricing</u>](https://stiddle.com/pricing).

\*\*How Pricing and Billing Works \*\*

Every Workspace is billed on a usage based system. We call this metric MAP (Monthly Active Profile) \~ the number of unique website visitors that have active activity during a monthly billing period. Or AAP (Annual Active Profile) for annual billing periods.

**Building your Plan**

When building a plan for your Workspace, you'll have a few options to consider: which billing cycle is right for me?, what is my MAP?. The easiest way to find you MAP is checking your existing website analytics. Checking the total unique visitors for the month is usually a good way of estimating your MAP.

Note that Stiddle doesn't count imported profiles from CRM oppurtunities (Salesforce) or ecom (Shopify) order data toward your MAP (or AAP for annual plans).

Remember, it's not a big deal if you underestimate your MAP, Stiddle will continue tracking your profiles, then report the overage difference at the end of your billing cycle.

**How Does Overage Work?**

When building a plan, you have the option to select how many MAP (or AAP) you predict to have during your billing cycle \~ giving you a price estimate for your plan. You'll be charged at a discount for the number of MAPs selected at the time of building your plan. However, if Stiddle tracks over the MAP (or APP) you've selected for your plan, you'll be billed at an overage rate. Each additional MAP will be billed at a rate of \$10 USD per 1,000 MAP per month. 

For example, when building your plan for a new Workspace, you predict your MAP (Monthly Active Profiles) will be no more than 20,000. You move the slide to 20,000 MAP and confirm your billing. At the end of the month you've noticed a spike in website traffic, Stiddle's tracked 30,000 MAP. In this case, at the end of the billing cycle, you'll be billed the difference of 10,000 MAP, or \$100 USD.

**Updating Billing Methods By Workspace**

At anytime you can update your Workspace billing method. Remember, each Workspace you create has it's own billing method and plan associated with it. To update your billing method, navigate to the left hand menu, select "Settings" -> "Billing & Plan". Remember that only Workspace owners can access "Billing & Plan" settings. 

**For Agencies \~ Billing Clients For Workspaces**

As an agency using Stiddle, Workspaces are a great way to keep track of client data with separate billings. We recommend two different ways of billing a client for using Stiddle.

1. Create the Workspace under your agency's Stiddle account, then add the client's billing method in "Billing & Plan" as a default payment method.
2. Have the client create their own Stiddle account and Workspace. When they create their new Workspace, they can add their own payment method and select the appropriate plan. Then have the client add your agency's Stiddle account as a Workspace Team Member under "Space Settings" (we'll go over this more later in this guide).

**Using a Coupon Code**

If you have a coupon code you can apply it when building your Workspace plan. To do so, simply select the "Coupon" button to the right of the "Build Your Plan" selector page. Enter the code, and select "apply". You'll then see the coupon discount added to your billing subtotal.

**Checking Current Usage**

At anytime you can navigate to your "Settings" -> "Billing & Plan" -> "Current Usage" -> "See Breakdown Details" to view your Unique Known MAP (or AAP) and Unique Anonymous MAP (or AAP). Overage is displayed at the top of the "Billing & Plan" screen under "Current Plan" if applicable. Current usage and overage will reset at the end of your billing cycle.

**Upgrading My Plan**

You can upgrade your Workspace plan at anytime by navigating to your Settings -> "Billing & Plan" -> "Upgrade Plan". You'll be prompted to upgrade your plan with options to select a higher MAP (or AAP) and to change your billing cycle to Annual. Please note that once on an annual billing cycle, you can't change to monthly until your current billing period is up.

### **Invite your team members**

Now that your workspace is created, you can add team members a few different ways. Remember that when inviting team members to a workspace, they will only have access to the specific workspace you grant access to.

**Ways To Share Team Access**

1. Navigate to the top right corner of your dashboard, select your account profile image. Simply click “Collaborate with others” to add new collaborators to your workspace. Keep in mind that adding new members this way default to the workspace you currently have enabled. To enable a different workspace, simply click on the workspace you’d like to enable from the “All Spaces” page or navigate over to your left hand navigation, hover over your workspace icon, and select the workspace you’d like to enable.
2. Select the workspace you want to enable, then navigate to the left hand navigation and select “Settings”. Once in the workspace settings, select “Space” and scroll down to the “Space Members” section where you can invite new team members and clients.
3. Navigate to “All Spaces”, select the settings icon associated with the workspace located in the top right hand corner. This will take you to the workspace settings, where you can invite new team members.

Now that you know where to invite new members to your workspace, you need to know which permissions to give. This allows you to share access and features within your Stiddle workspace with the people that need access and limit the access to others. 

**Permissions Include:**

1. <u>Stiddle Pixel</u> - Allow team members to access the Stiddle Pixel script. This is a great way to share your Stiddle Pixel code with developers, so they can add the Pixel Script on your website.
2. <u>Profiles</u> - Allow team members to view all of the visitor and customer profiles that are created and tracked using Stiddle’s Identity Resolution.
3. <u>Analytics Dashboards</u> - Give team members access to create new and edit existing analytics dashboards.
4. <u>Connectors</u> - Allow team members to connect and configure new and existing connectors.
5. <u>Campaign Manager</u> - Give team members access to view and manage campaign data within the Campaign Manager.

### **Integrate your connectors**

Start connecting your data to Stiddle. 

**Different Connector Types**

1. <u>Sales Connectors</u> - Where a conversion or sale takes place. Such as a CRM like Salesforce, an online store like Shopify, form builder, or payment provider.
2. <u>Ad Connectors</u> - Advertising platforms that send paid traffic to your website. Such as Facebook and Google ads.
3. <u>Destination Connectors</u> - Advertising, marketing, or data warehouses that you want to sync Stiddle data out to, like Klaviyo or Facebook Ads. These are also known as audiences.

You can find a list of all the current connectors Stiddle offers [<u>here</u>](https://www.stiddle.com/connectors). We are always releasing new connectors on a regular basis. If there is a connector you need that you don’t see, you can contact us [<u>here</u>](https://www.stiddle.com/contact) to request it - free of charge.

### **Connecting Shopify to Stiddle**

Connect Shopify to Stiddle to start syncing your Shopify data for a single source of truth with purchase tracking, attribution, identity resolution, and analytics. 

**Connecting The Shopify App**

To connect Shopify, select the workspace you want to connect to. Once selected, navigate to the workspace settings and select “Connectors”. 

Select “Sales Channels”, find Shopify, then select “Connect To Stiddle”. 

Paste your Shopify store URL, this is the URL Shopify provides you when creating a new Shopify store - this is NOT your custom domain.

Not Correct:

```
mystore.com
```

Correct:

```
mystore.myshopify.com
```

Follow the instructions on the screen to complete the integration with Shopify and Stiddle. Make sure to provide access to all of the required permissions requested by Stiddle.

**Syncing Past Customer Orders**

Next you'll need to sync all of your previous order data from Shopify, there are a few ways to accomplish this. Shopify stores with large order history (over 2,000 orders) will need to upload orders manually using a CSV \~ see method two below. If you have less than 2,000 orders in your Shopify store, method one will sync automatically without the need for any manual CSV upload. We don't recommend skipping this step, skipping this step will restrict the use of Shopify metrics in your Analytics Dashboards and Profiles.

1. **Syncing Past Customer Orders - Under 2,000 Orders**
2. **Uploading Past Customer Orders Using CSV - Over 2,000 Orders**

**Setting Up Order Return Tracking**

Use Stiddle's refund webhook to track Shopify order returns in Stiddle. This allows you to track and update refunds in Stiddle Profiles. Stiddle will also automatically calculate ROAS, CV, net profit, and other attribution related metrics using the refund webhook. The refund webhook is very easy to setup with Shopify. Follow the  below video for setup instructions. 

**Important Note** Please note that only one Shopify store can be connected per Workspace. If you need to track additional Shopify stores, please create a new workspace then connect and set up Shopify tracking accordingly.

**Re-syncing Shopify** At anytime you can re-sync Shopify data with Stiddle, without disconnecting the integration. Remember that when re-syncing your Shopify data, Stiddle will begin to re-sync all of your previous order history. Sync times vary depending on the amount of data.

Stiddle syncs with Shopify on a daily basis, in addition to syncing new data when your browser is refreshed. This prevents the need for frequent manual re-syncs. That being said, we don't recommend doing this often. 

### **Connecting Facebook to Stiddle**

Connect Facebook to Stiddle to start syncing your campaign, ad set, and ads data for a single source of truth with purchase tracking, attribution, identity resolution, and reporting. 

**Getting Started**

To connect Facebook, select the workspace you want to connect to. Once selected, navigate to the workspace settings, then select “Connectors”. 

Select “Ad Channels”, find Facebook, then select “Connect To Stiddle”. 

Follow the instructions on the screen to complete the integration with Facebook and Stiddle. Make sure to provide access to all of the required permissions requested by Stiddle.

Once connected, you’ll see a list of all your Facebook ad accounts. Begin syncing Facebook with Stiddle by selecting one of the ad accounts. 

You can also easily disconnect a Facebook ad account, however you will need to have an ad account actively connected to use most features. We don't recommend frequently switching between ad accounts, as this can cause issues with campaign tracking.

**Important** Please note that only one ad account can be selected per workspace. Once connected, your Facebook data will sync with Stiddle. If you need to track and manage additional Facebook ad accounts, please create a new workspace then connect and select your ad account, and set up tracking accordingly.

### **Connecting Google Ads to Stiddle**

Connect Google Ads to Stiddle to start syncing your campaign, ad group, and ads data for a single source of truth with purchase tracking, attribution, identity resolution, and reporting. 

**Getting Started**

To connect Google, select the workspace you want to connect to. Once selected, navigate to the workspace settings, then select “Connectors”. 

Select “Ad Channels”, find Google Ads, then select “Connect To Stiddle”. 

Follow the instructions on the screen to complete the integration with Google Ads and Stiddle. Make sure to provide access to all of the required permissions requested by Stiddle.

**Important** Once connected, you’ll see a list of all your Google ad accounts. Begin syncing Google with Stiddle by selecting one of the ad accounts. Please note that Stiddle doesn't support Google Manager (MCC) accounts. You'll need to get access to the ad account directly, then connect Google to Stiddle.

**Important** Please note that only one ad account can be selected per workspace. Once connected, your Google Ads data will sync with Stiddle. If you need to track and manage additional Google ad accounts, please create a new workspace then connect and select your ad account, and set up tracking accordingly.

### **Installing The Stiddle Pixel With Shopify**

The Stiddle Pixel helps track and identify visitors from your site. This is required for accurate attribution and identity resolution. Please make sure to follow the steps exactly as they are described below. If set up incorrectly, Stiddle won’t be able to track and identify your customers - resulting in inaccurate ad tracking.

At any point during setup you face issues or have questions with setup, please don’t hesitate to [<u>contact</u>](https://www.stiddle.com/contact) one of our support team members - we’re here to help!

**Getting Started**

To find your Stiddle Pixel, select the workspace you want to enable and set up the pixel for. Once selected, navigate to the left hand navigation, select “Settings” and select “Pixel”.

Start by copying the “Base Code” of the Stiddle Pixel and navigate to your Shopify store dashboard. Select “Online Store” from the left hand navigation, then navigate to “Themes”. Select the three dot menu, then select “Edit Code”.

Once in the Shopify code editor, navigate to the left hand menu and select “theme.liquid” - this is stored under the “layout” folder. 

Scroll down to the bottom of the page and paste your copied Stiddle Pixel code into the file right above the closing \</body> tag.

Make sure to save your changes.

### **Installing The Stiddle Pixel Checkout With Shopify**

Once the Stiddle Pixel is installed in the theme.liquid file and the Shopify integration is connected, you'll need to install the Stiddle Pixel in Shopify checkout. There are **two** methods to add the Stiddle Pixel to Shopify checkout. We **recommend the first method**, as the s**econd will deprecated soon**.

**Method 1: Adding The Stiddle Pixel To Customer Events (REQUIRED)**

After adding the Stiddle Pixel to your theme.liquid website file (see instructions above), you'll need to install the Stiddle Pixel in checkout. Installing the Stiddle Pixel in checkout allows Stiddle to track conversions being made on site.

To get started, login to your Shopify account, then navigate to the "Settings" tab at the bottom left of your account.

Next, select the "Customer Events" tab, found on the left hand menu.

Select the "Add Custom Pixel" button.

 Then name the Pixel "Stiddle Pixel". Select "Add Pixel".

Under "Customer Privacy", select the "Permission" and "Data Sale" dropdown. 

Select "Not Required" option for "Permission" dropdown and "Data collected does not qualify as data sale" for "Data Sale" dropdown.

Next, copy and delete the existing commented out code under the "Code" section.

Copy the following code template below and paste the API key found at the beginning of the template below with the API key found within your Stiddle account - this can be found under "Pixel Settings" - see steps below to find. 

Copy the below Pixel script and replace with your Stiddle API key.

```
const apiKey="PASTE YOUR STIDDLE API KEY HERE",DOMAIN="https://api.stiddle.com/api/v1/contacts/track",APP_URL="https://cloudflare-cors-anywhere.james-725.workers.dev/?"+encodeURIComponent("https://api.stiddle.com/api/v1/contacts/track");function loadScript(e,t){var a=document.createElement("script");a.type="text/javascript",a.src=e,a.onload=t,a.onreadystatechange=function(){"complete"===this.readyState&&t()},document.head.appendChild(a)}async function getSessionDetails(){let e=await browser.sessionStorage.getItem("session_id");if(e){let t=Date.now(),a=(t-Number(e))/1e3;if(a>28e3){let o=Date.now();return browser.sessionStorage.setItem("session_id",o),Number(o)}return Number(e)}{let r=Date.now();return browser.sessionStorage.setItem("session_id",r),Number(r)}}function generateRandomId(e){let t="ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789",a="";for(let o=0;o<e;o++){let r=Math.floor(Math.random()*t.length);a+=t.charAt(r)}return a}function getDevices(e){let t=e?.context?.window?.innerWidth;return t<768?"Mobile":t>=768&&t<992?"Tablet":"Desktop"}async function getIpAddress(){var e={method:"GET",redirect:"follow"};return new Promise(async(t,a)=>{await fetch("https://ipapi.co/json",e).then(e=>e.json()).then(e=>{t({ip:e.ip,location:{...e,platform:navigator.userAgent,os:navigator.platform}})}).catch(e=>{console.log("error",e),a(null)})})}const extractParamsFromUrl=e=>{let t=decodeURIComponent(e?.context?.window?.location?.href),a=new URL(t),o=new URLSearchParams(a.search),r={};for(let n of o.keys())r[n]=o.getAll(n);return r},commonKeys={stiddleID:"stiddleId",eventId:"eventId",contact_email:"c_email",cartToken:"cartToken",visit:"visit",click:"click",loadContent:"DOMContentLoaded",submit:"form_submit",socket:"socket"};class EventTracker{constructor(){this.serverUrl=APP_URL}createNewEventId(){let e=generateRandomId(10);return browser.localStorage.setItem(commonKeys.eventId,e),e}getEventId(){return browser.localStorage.getItem(commonKeys.eventId)}async generateEventPayload(e){return e?.data?.checkout,{eventType:commonKeys.visit,content:e.context?.window?.location?.host,shop:e.context?.window?.location?.host,checkout:getCheckoutDetails(e),uId:await eventTracker.getKeysFromLocalstorage(commonKeys.stiddleID),cartToken:await eventTracker.getKeysFromLocalstorage(commonKeys.cartToken),pageUrl:e?.context?.window?.location?.href,triggeredAt:Date(),session:await getSessionDetails(),referrer:"https://"+e.context?.window?.location?.host+"/",device:getDevices(e),event_time:e?.timestamp,apiKey}}async createEvent(e){this.passEvents({...await this.generateEventPayload(e),event_id:this.createNewEventId()},e)}passEvents(e,t){let a={...e};if(e?.uId)this.requestToServer(a,t);else{let o=Date.now().toString(36)+Math.random().toString(36).substr(2);this.createAndSaveNewStiddleID(o),this.requestToServer({...a,uId:o},t)}}async retriveUtmParams(e){let t=extractParamsFromUrl(e);if(Object.keys(t).length)await browser.localStorage.setItem("utm_params",JSON.stringify(t));else try{let a=await browser.localStorage.getItem("utm_params");if(a)return JSON.parse(a)}catch(o){console.error("Error retrieving UTM params:",o)}return t}async requestToServer(e,t){try{let a=await getIpAddress(),o={...e,cartItems:0,cartData:init.data.cart,utmParams:await this.retriveUtmParams(t),pathname:t?.context?.document?.location?.pathname,c_email:await browser.localStorage.getItem(commonKeys.contact_email),...a},r="https://"+t?.context?.window?.location?.host;var n=new XMLHttpRequest;n.open("POST",APP_URL),n.setRequestHeader("Content-Type","application/json;charset=UTF-8"),n.setRequestHeader("Access-Control-Allow-Origin",r),n.onload=function(){let e=JSON.parse(this.response);e&&e.data&&browser.localStorage.setItem(commonKeys.stiddleID,e.data)},n.send(JSON.stringify(o))}catch(s){console.log(s)}}async getKeysFromLocalstorage(e){let t=await browser.localStorage.getItem(e);return t}createAndSaveNewStiddleID(e){browser.localStorage.setItem(commonKeys.stiddleID,e)}async passSocketEvents(e){let t=await io("https://apptesting-tracking.stiddle.com");t.emit("contact-event",e)}}const eventTracker=new EventTracker;class FormSubmissions{retriveForms(){let e=document.getElementsByTagName("form");for(let t=0;t<e.length;t++){let a=e[t];a.addEventListener("submit",e=>{e.preventDefault(),this.retriveFormsData(e)})}}async retriveFormsData(e){let t=e.target,a=new FormData(t),o={selector_id:t.id};for(let r of a.keys())!r.includes("password")&&(o[r.toLowerCase()]=a.get(r));eventTracker.passEvents({eventType:commonKeys.submit,content:window.location.href,uId:await eventTracker.getKeysFromLocalstorage(commonKeys.stiddleID),pageUrl:window.location.href,triggeredAt:Date(),shop:window.location.hostname,session:await getSessionDetails(),formData:{...o,form_id:Date.now()},apiKey},e)}}const formSubmission=new FormSubmissions,stiddleAppTrackingInit=e=>{analytics.subscribe("checkout_completed",async e=>{await eventTracker.createEvent(e)})},getCheckoutDetails=e=>{let t=e?.data?.checkout;return t?(browser.localStorage.setItem(commonKeys.contact_email,t.email),{token:t.token,cart_token:eventTracker.getKeysFromLocalstorage(commonKeys.cartToken),order_id:t.order?.id,currency:t.currencyCode,total_price:t.totalPrice?.amount,total_tax:t.totalTax?.amount,discount:t.discountsAmount?.amount,customer:{email:t.email,phone:t.phone,first_name:t.billingAddress.firstName,last_name:t.billingAddress.lastName,country:t.billingAddress.country,country_code:t.billingAddress.countryCode,city:t.billingAddress.city,address:t.billingAddress.address1+" "+t.billingAddress.address2,province:t.billingAddress.province,province_code:t.billingAddress.provinceCode,zipCode:t.billingAddress.zip},items:t.lineItems.map(e=>({id:e.id,product_id:e.variant.product.id,name:e.title,price:e.finalLinePrice.amount,quantity:e.quantity,image:e.variant.image.src}))}):null};function modifyCartData(e){return e&&e.items&&e.items.length?e.items.map(e=>({name:e.title,image:e.image,price:e.price,final_price:e.final_price,quantity:e.quantity,product_id:e.product_id,total_discount:e.total_discount,total_price:e.final_line_price})):null}async function getCartItemsDetails(e){return e?new Promise((e,t)=>{fetch("/cart.js",{method:"GET"}).then(t=>{e(t.json())}).catch(e=>{t(e),console.error("Error:",e)})}):null}stiddleAppTrackingInit(apiKey);
```

## **Finding Your Stiddle API Key**

To find your Stiddle API key navigate to your Stiddle account, hover over "Data" in the left hand menu, then select "Stiddle Pixel".

Copy the Stiddle Pixel code from Step 1, under "Base Code".

It will look something like this:

```
<script type="text/javascript" defer src='//tracking.stiddlepixel.com/' id="stiddle-script" apiKey="fec3cfd1-e8c1-463b-b42a-02e8f76f8cf1"></script>
```

Copy the "apiKey" from your Stiddle Pixel code.

Lastly, paste your Stiddle API key into the Stiddle Pixel Checkout Script template. Make sure not to remove the quotation marks within the script - copy and paste only the API key digits.

It will look something like this. 

```
const apiKey="fec3cfd1-e8c1-463b-b42a-02e8f76f8cf1",DOMAIN="https://api.stiddle.com/api/v1/contacts/track",APP_URL="https://cloudflare-cors-anywhere.james-725.workers.dev/?"+encodeURIComponent("https://api.stiddle.com/api/v1/contacts/track");function loadScript(e,t){var a=document.createElement("script");a.type="text/javascript",a.src=e,a.onload=t,a.onreadystatechange=function(){"complete"===this.readyState&&t()},document.head.appendChild(a)}async function getSessionDetails(){let e=await browser.sessionStorage.getItem("session_id");if(e){let t=Date.now(),a=(t-Number(e))/1e3;if(a>28e3){let o=Date.now();return browser.sessionStorage.setItem("session_id",o),Number(o)}return Number(e)}{let r=Date.now();return browser.sessionStorage.setItem("session_id",r),Number(r)}}function generateRandomId(e){let t="ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789",a="";for(let o=0;o<e;o++){let r=Math.floor(Math.random()*t.length);a+=t.charAt(r)}return a}function getDevices(e){let t=e?.context?.window?.innerWidth;return t<768?"Mobile":t>=768&&t<992?"Tablet":"Desktop"}async function getIpAddress(){var e={method:"GET",redirect:"follow"};return new Promise(async(t,a)=>{await fetch("https://ipapi.co/json",e).then(e=>e.json()).then(e=>{t({ip:e.ip,location:{...e,platform:navigator.userAgent,os:navigator.platform}})}).catch(e=>{console.log("error",e),a(null)})})}const extractParamsFromUrl=e=>{let t=decodeURIComponent(e?.context?.window?.location?.href),a=new URL(t),o=new URLSearchParams(a.search),r={};for(let n of o.keys())r[n]=o.getAll(n);return r},commonKeys={stiddleID:"stiddleId",eventId:"eventId",contact_email:"c_email",cartToken:"cartToken",visit:"visit",click:"click",loadContent:"DOMContentLoaded",submit:"form_submit",socket:"socket"};class EventTracker{constructor(){this.serverUrl=APP_URL}createNewEventId(){let e=generateRandomId(10);return browser.localStorage.setItem(commonKeys.eventId,e),e}getEventId(){return browser.localStorage.getItem(commonKeys.eventId)}async generateEventPayload(e){return e?.data?.checkout,{eventType:commonKeys.visit,content:e.context?.window?.location?.host,shop:e.context?.window?.location?.host,checkout:getCheckoutDetails(e),uId:await eventTracker.getKeysFromLocalstorage(commonKeys.stiddleID),cartToken:await eventTracker.getKeysFromLocalstorage(commonKeys.cartToken),pageUrl:e?.context?.window?.location?.href,triggeredAt:Date(),session:await getSessionDetails(),referrer:"https://"+e.context?.window?.location?.host+"/",device:getDevices(e),event_time:e?.timestamp,apiKey}}async createEvent(e){this.passEvents({...await this.generateEventPayload(e),event_id:this.createNewEventId()},e)}passEvents(e,t){let a={...e};if(e?.uId)this.requestToServer(a,t);else{let o=Date.now().toString(36)+Math.random().toString(36).substr(2);this.createAndSaveNewStiddleID(o),this.requestToServer({...a,uId:o},t)}}async retriveUtmParams(e){let t=extractParamsFromUrl(e);if(Object.keys(t).length)await browser.localStorage.setItem("utm_params",JSON.stringify(t));else try{let a=await browser.localStorage.getItem("utm_params");if(a)return JSON.parse(a)}catch(o){console.error("Error retrieving UTM params:",o)}return t}async requestToServer(e,t){try{let a=await getIpAddress(),o={...e,cartItems:0,cartData:init.data.cart,utmParams:await this.retriveUtmParams(t),pathname:t?.context?.document?.location?.pathname,c_email:await browser.localStorage.getItem(commonKeys.contact_email),...a},r="https://"+t?.context?.window?.location?.host;var n=new XMLHttpRequest;n.open("POST",APP_URL),n.setRequestHeader("Content-Type","application/json;charset=UTF-8"),n.setRequestHeader("Access-Control-Allow-Origin",r),n.onload=function(){let e=JSON.parse(this.response);e&&e.data&&browser.localStorage.setItem(commonKeys.stiddleID,e.data)},n.send(JSON.stringify(o))}catch(s){console.log(s)}}async getKeysFromLocalstorage(e){let t=await browser.localStorage.getItem(e);return t}createAndSaveNewStiddleID(e){browser.localStorage.setItem(commonKeys.stiddleID,e)}async passSocketEvents(e){let t=await io("https://apptesting-tracking.stiddle.com");t.emit("contact-event",e)}}const eventTracker=new EventTracker;class FormSubmissions{retriveForms(){let e=document.getElementsByTagName("form");for(let t=0;t<e.length;t++){let a=e[t];a.addEventListener("submit",e=>{e.preventDefault(),this.retriveFormsData(e)})}}async retriveFormsData(e){let t=e.target,a=new FormData(t),o={selector_id:t.id};for(let r of a.keys())!r.includes("password")&&(o[r.toLowerCase()]=a.get(r));eventTracker.passEvents({eventType:commonKeys.submit,content:window.location.href,uId:await eventTracker.getKeysFromLocalstorage(commonKeys.stiddleID),pageUrl:window.location.href,triggeredAt:Date(),shop:window.location.hostname,session:await getSessionDetails(),formData:{...o,form_id:Date.now()},apiKey},e)}}const formSubmission=new FormSubmissions,stiddleAppTrackingInit=e=>{analytics.subscribe("checkout_completed",async e=>{await eventTracker.createEvent(e)})},getCheckoutDetails=e=>{let t=e?.data?.checkout;return t?(browser.localStorage.setItem(commonKeys.contact_email,t.email),{token:t.token,cart_token:eventTracker.getKeysFromLocalstorage(commonKeys.cartToken),order_id:t.order?.id,currency:t.currencyCode,total_price:t.totalPrice?.amount,total_tax:t.totalTax?.amount,discount:t.discountsAmount?.amount,customer:{email:t.email,phone:t.phone,first_name:t.billingAddress.firstName,last_name:t.billingAddress.lastName,country:t.billingAddress.country,country_code:t.billingAddress.countryCode,city:t.billingAddress.city,address:t.billingAddress.address1+" "+t.billingAddress.address2,province:t.billingAddress.province,province_code:t.billingAddress.provinceCode,zipCode:t.billingAddress.zip},items:t.lineItems.map(e=>({id:e.id,product_id:e.variant.product.id,name:e.title,price:e.finalLinePrice.amount,quantity:e.quantity,image:e.variant.image.src}))}):null};function modifyCartData(e){return e&&e.items&&e.items.length?e.items.map(e=>({name:e.title,image:e.image,price:e.price,final_price:e.final_price,quantity:e.quantity,product_id:e.product_id,total_discount:e.total_discount,total_price:e.final_line_price})):null}async function getCartItemsDetails(e){return e?new Promise((e,t)=>{fetch("/cart.js",{method:"GET"}).then(t=>{e(t.json())}).catch(e=>{t(e),console.error("Error:",e)})}):null}stiddleAppTrackingInit(apiKey);
```

Lastly, paste the entire Stiddle Pixel script in Shopify.

Be sure to click "Save" at the top of your screen, then click "Connect" below.

If you need any help installing the script, please click the "Book an Onboarding Call" button within your "Getting Started" page in your Stiddle account or message your account manage in Slack.

**Method 2: Adding The Stiddle Pixel To Additional Checkout Scripts (DEPRECATED)**

This method is **NOT recommended** as **Shopify will be deprecated** in the additional checkout scripts soon. However in certain cases where you don't have admin access to Customer Events, you may use this method to temporarily track checkout conversions. Keep in mind, if you decide to use this method, you will need to change to the Customer Events setup in Method 1 soon. 

Navigate back to your Stiddle Pixel settings, copy the “Conversion Code” - from step 2. 

Go back into your Shopify dashboard, select “Settings” - found on the left hand navigation. Then select the “Checkout” tab. 

Scroll down to the “Order Status Page” section and paste your Stiddle Pixel Conversion Code, under “Additional Scripts”.

Select “Save” to save your changes.

That’s it! Your Stiddle Pixel is not installed on your Shopify store. To verify it is working and installed correctly, navigate back to your Stiddle Pixel settings page to see if the pixel status is set to “Pixel Active”. 

**Important** Please note that the Stiddle Pixel status will only change to active status after it has identified a new visitor on your Shopify store. To test this, go into an incognito or private browser and visit your Shopify store and click around to a few pages. Navigate back to your Stiddle Pixel settings, refresh the page, and check to see if the status is now set to active.

If you are unsure of which Shopify store you have connected to Stiddle and want to see where the traffic is coming from, select the “Pixel Status” button to find more information on the status and troubleshooting.

### **Installing The Stiddle Pixel On Your Non-Shopify Website**

Use this method to install the Stiddle Pixel on a non-Shopify website. Stiddle will automatically profile every visitor that lands on your website and track then attribute form submissions.

The Stiddle Pixel helps track and identify visitors from your site. This is required for accurate attribution and profile identity resolution. Please make sure to follow the steps exactly as they are described below. If set up incorrectly, Stiddle won’t be able to track and identify your customers - resulting in inaccurate ad tracking and profiling.

At any point during setup you face issues or have questions with setup, please don’t hesitate to [<u>contact</u>](https://www.stiddle.com/contact) one of our support team members - we’re here to help!

Follow the video below for instructions to install the Stiddle Pixel on your website. The most important thing to remember is where to paste the tracking code. Make sure to paste the Stiddle Pixel code in the header of your website \~ this way it is shown and fired on every page. In the below video example, you'll see us install the pixel in a few seconds onto a Webflow website.

### **Setting up UTM parameters with existing and new ads (required for ad attribution)**

Setting up UTM parameters with your ads are required to start tracking and attributing sales with Stiddle. When using UTM parameters with your ads, Stiddle is able to identify every visitor that visits your website, then attributes them to the ad that was responsible for the visit and/or conversion. This gives you the clarity you need to understand each visitor's journey and accurately make decisions based on which ad was responsible for a conversion.

**What is a UTM parameter? Why does Stiddle use them?**

A UTM parameter is a small snippet of code that is added to the end of a URL, allowing you to track campaigns and other content performance. 

There exist various categories of Tracking Parameters and UTMs, along with diverse methods for their implementation. The UTM Tracking Parameters we use are enhanced with Dynamic Values. In the words of <u>Facebook</u>, "Dynamic parameters prove advantageous as they offer an automated approach to fill in the values of your parameters, leveraging the information provided during ad setup and details associated with ad delivery."

Please make sure to follow the steps exactly as they are described below. If set up incorrectly, Stiddle won’t be able to track and identify your visitors/customers - resulting in inaccurate ad tracking.

At any point during setup you face issues or have questions with setup, please don’t hesitate to [<u>contact</u>](https://www.stiddle.com/contact) one of our support team members - we’re here to help!

### **Setup UTM parameters for Facebook Ads**

There are a few different ways to add UTM parameters to your Facebook ads, please follow the directions below for correct setup.

**Setting up UTM parameters for a single ad or existing ads:**

If you are only running one ad or have existing ads you’d like to track using Stiddle, this is the easiest way to set up your UTM parameter tracking.

Login to your Stiddle account, select the workspace you’d like to start tracking, then navigate to your left hand menu and select “UTM Manager”.

Select “Facebook” from the top menu - you should now see your UTM parameter displayed for Facebook. 

Simply copy the UTM parameter by clicking “Copy UTM”.

**Recommended Stiddle UTMs For Facebook Ads**

You can also copy the following UTM parameter string from below. We recommend using the first UTM parameter string with "st\_". We've built our own version of "utm\_" to prevent issues with existing UTM parameters you may already be using. Using "st\_" ensures Stiddle is tracking every parameter string correctly, without interference. 

```
?st_source=facebook&st_campaign={{campaign.id}}&st_adset={{adset.id}}&st_adid={{ad.id}}

OR

?utm_source=facebook&campaign={{campaign.id}}&adset={{adset.id}}&adid={{ad.id}}
```

**Important** Please note that if your ads do not contain the following tracking parameters, Stiddle may not be able track and attribute your ads accurately. Make sure to double check each UTM after setting up.

**Building Your Own UTM String**

We recommend using the pre-made UTM strings listed above to ensure quick and proper setup, however we understand in some circumstances you'll need to add individual UTM parameters to one of your existing UTM strings. In this case, follow the instructions below to add Stiddle UTM parameters individually to your existing UTM string.

Stiddle only requires one of each parameters from "#1 Source Parameter" and "#4 Ad Parameter" listed below for Facebook Ads. "#2 Campaign Parameter" and "#3 Ad Set Parameter" are not absolutely required for the Stiddle Pixel to capture, however we recommend using one of each #1, #2, #3, and #4 listed below.

Your URL parameters should include **one** parameter option from **each** of the listed parameters below (#1, #2, #3, #4) within the UTM parameter string:

\#1. Source Parameter

```
utm_source=facebook

OR

st_source=facebook

OR

source=facebook
```

\#2. Campaign Parameter

```
utm_campaign={{campaign.id}}

OR

st_campaign={{campaign.id}}

OR

campaign={{campaign.id}}

OR

campaign_id={{campaign.id}}
```

\#3. Ad Set Parameter

```
st_adset={{adset.id}}

OR

adset={{adset.id}}

OR

utm_content={{adset.id}}
```

\#4. Ad Parameter

```
st_adid={{ad.id}}

OR

adid={{ad.id}}

OR

ad_id={{ad.id}}

OR

fbadid={{ad.id}} 
```

**Important** Please also note, if you're using an existing UTM parameter that isn't listed above, and you are unable to manually update your UTM parameters, we most likely can add your existing parameter to our system \~ allowing the Stiddle Pixel to track without any manual updates to your existing UTM string within Facebook Ads.

**Adding the UTM Parameters manually within Facebook**

When using Facebook Ads Manager, every ad you create or modify includes a Tracking section. Within this section, you'll find a text field labeled "URL Parameters" where you can insert tracking parameters. For effective Pixel tracking, it's essential to include our recommended tracking parameters in this field for each ad you wish to track. To streamline the process, you also have the option to edit multiple ads simultaneously on Facebook, eliminating the need to perform this task individually.

Navigate to your Facebook Ads Manager account, either select an existing ad to edit or create an ad. 

Scroll down to the “Tracking” section, and paste your copied UTM parameter in the “URL Parameters” field within the Facebook ad.

Simply select “Publish” in the bottom right corner. That’s it, you’re all set!

**Important** Please note that when updating the URL with your UTM parameter, your ad will go into “processing” status. When in this “processing” status, Facebook may stop spend on your ads - this can take up to one hour until your ads become live again.

In some rare cases, updating the ad with a UTM parameter may cause Facebook to reset the ad’s social proof and may cause it to go back into the “learning phase”.

\*\*Adding UTM Parameters to a Facebook Ad using the URL Builder: \*\*

Another way to add the UTM tracking parameters to your Facebook ads is using the URL parameter builder within your Facebook ad. 

To add your UTM parameter using this method, navigate to the same “Tracking” section of your ad, then simply click the “Build a URL parameter” button below the manual entry field.

You’ll then be prompted to select a dynamic parameter for the following presets: campaign source, campaign medium, campaign name, and campaign content. DO NOT USE THESE PRESETS!

Instead scroll down to “Custom Parameters”, select “Add Parameter”, then paste the following parameter names and values.

Be sure to create a new custom parameter for each of the following. 

Parameter Name:

```
source Value: facebook
```

Parameter Name:

```
campaign Value: {{campaign.id}}
```

Parameter Name:

```
adset Value: {{adset.id}}
```

Parameter Name:

```
adid Value: {{ad.id}}
```

**What’s the difference between using the manual UTM parameter (copy & paste) vs. the UTM Builder within Facebook?**

There are no pros or cons to either UTM tracking parameter installation methods listed above - both work the same. However, do make sure to add these UTM tracking parameters to every active ad - if no UTM parameters are added, Stiddle will not be able to track and attribute properly. 

**Verifying that UTM parameters are setup correctly on my ads**

You can quickly verify that your UTM parameters are set up correctly on your ads using the Ads Manager. 

Go to your Facebook Ads Manager, then navigate to the Ads tab.

Simply select the “View Setup” toggle switch. You should now see a list of which ads have UTM parameters properly set up under the column “URL Parameters”. If an active ad doesn’t have a UTM parameter setup it will remain blank, if this is the case simply repeat the above process to add your UTM parameter to that ad.

If you do not see the “URL parameter” column in your ads manager after selecting “View Setup”, select the “Columns: Setup” button, scroll down and select the “Customize Columns” button.

From here, you will be able to select the columns you want to see in your Ads Manager. Simply search for “URL Parameter”, select, and click the “Apply” button at the bottom of the window. You should now see all of your UTM parameters listed for each ad.

### **Setup UTM parameters for Google Ads**

There are a few different ways to add UTM parameters to your Google ads, please follow the directions below for correct setup.

**Setting up UTM parameters for Google Ads**

**Important** Please note that to set up UTM Parameters within a Google Ads account, you will need to have user or admin privileges to the ad account. A manager account (MCC) is also acceptable as long as you have access to the ad account.

If you are not currently using any existing UTM parameters in your Google ads that you’d like to track using Stiddle, this is the easiest way to set up your UTM parameter tracking.

Login to your Stiddle account, select the workspace you’d like to start tracking, then navigate to your left hand menu and select “UTM Manager”.

Select “Google Ads” from the top menu - you should now see your UTM parameter displayed for Google Ads. 

Simply copy the UTM parameter by clicking “Copy UTM”.

**Recommended Stiddle UTMs For Google Ads**

You can also copy the following UTM parameter string from below. We recommend using the first UTM parameter string with "st\_". We've built our own version of "utm\_" to prevent issues with existing UTM parameters you may already be using. Using "st\_" ensures Stiddle is tracking every parameter string correctly, without interference. 

```
{lpurl}?st_source=google&st_medium=paid&st_campaign={{campaignId}}&st_content={{adGroupId}}&st_term={{keyword}}&st_adid={{creative}}

OR 

{lpurl}?utm_source=google&utm_medium=paid&utm_campaign={{campaignId}}&utm_content={{adGroupId}}&utm_term={{keyword}}&gadid={{creative}}
```

**Google Tracking Templates - Creating your own parameter URL**

**Important** Please note that if your ads do not contain **ALL** of the following tracking parameters, Stiddle may not be able track and attribute your ads accurately. Make sure to double check each UTM after setting up.

\*\*Building Your Own UTM String \*\*We recommend using the pre-made UTM strings listed above to ensure quick and proper setup, however we understand in some circumstances you'll need to add individual UTM parameters to one of your existing UTM strings. In this case, follow the instructions below to add Stiddle UTM parameters individually to your existing UTM string.

Your URL parameter tracking template should include **one** parameter option from **each** of the listed parameters below (#1, #2, #3, #4, #5, #6, #7) within the UTM parameter tracking template string in Google Ads:

\#1

```
{lpurl}
```

\#2 Source Parameter

```
st_source=google

OR

utm_source=google

OR

source=google
```

\#3 Medium Parameter 

```
st_medium=paid

OR

utm_medium=paid

OR

medium=paid
```

\#4 Campaign Parameter 

```
st_campaign={{campaignId}}

OR

utm_campaign={{campaignId}}

OR

campaign={{campaignId}}
```

\#5 Ad Group Parameter 

```
utm_content={{adGroupId}}

OR

st_content={{adGroupId}}
```

\#6 Keyword Parameter 

```
st_term={{keyword}}

OR

utm_term={{keyword}}

OR

utm_keyword={{keyword}}

OR

keyword={{keyword}}
```

\#7 Ad Parameter 

```
st_adid={{creative}}

OR

gadid={{creative}}

OR

adid={{creative}}

OR

ad_id={{creative}}
```

**Adding the Stiddle UTM parameters to an ad with existing UTM parameters (both Google Ads & Facebook Ads)**

If you are already using UTM parameters in your ad’s Tracking Template, you can simply add the following parameters to the end of your existing UTM parameter URL.

To append new parameters to the end of your existing UTM parameter URL, simply add an “&” then add the new parameter. 

Here’s an example:

Existing UTMs in place:

```
{lpurl}?utm_source=google&utm_keyword=advertiser
```

Stiddle UTM Tracking:

```
{lpurl}?utm_source=google&utm_medium=paid&utm_campaign={{campaignId}}&utm_content={{adGroupId}}&utm_term={{keyword}}&gadid={{creative}}
```

Combined:

```
{lpurl}?utm_source=google&utm_keyword=advertiser&utm_medium=paid&utm_campaign={{campaignId}}&utm_content={{adGroupId}}&utm_term={{keyword}}&gadid={{creative}}
```

**Important** Please note that you should not use the name parameter twice in the same URL. For example if you are combining the Stiddle UTM parameters to an existing UTM parameter URL and they both have the same parameter such as utm\_campaign=myfavoritecampaign and the Stiddle UTM parameter, utm\_campaign=campaignId Stiddle will not be able to identify which parameter is a priority. In this case, please rename your existing parameter or simply add a “1” to the end of your existing (non-stiddle) parameter name.

We recommend using the UTM parameter strings listed above that contain "st\_" to avoid issues like this. We've built our own version of "utm\_" to prevent issues with existing UTM parameters you may already be using. Using "st\_" ensures Stiddle is tracking every parameter string correctly, without interference.

**Where to manually add the UTM Parameters in Google**

When setting up your UTM parameters within Google Ads, make sure to follow ALL of the following steps. If a parameter is missing or a UTM is in the wrong place, Stiddle may not track and attribute your ads accurately. 

There are three places to add the Stiddle UTM Parameters within your Google Ads account.

**Important (NEW GOOGLE ADS UI)** If your Google account looks different than the instructions outlined below, please watch this video. Otherwise, stick to the instructions below.

**Step 1: Adding UTM Parameters to Account Settings**

Go to your <u>Google Ads account</u>, then navigate to the left hand menu and select “Account Settings”. This is found under the “Settings” menu tab.

Navigate to the “Tracking” section, click to expand.

Paste the Stiddle Google Ads UTM parameter. This is found above (and below) or copied from the Stiddle UTM manager page within your Stiddle workspace. Select save.

You can also copy from here:

```
{lpurl}?st_source=google&st_medium=paid&st_campaign={{campaignId}}&st_content={{adGroupId}}&st_term={{keyword}}&st_adid={{creative}}
```

You’re all setup for your Google Account. Now you’ll need to add the Stiddle UTM parameters to your Campaign Settings. Proceed to step 3, “Campaign Settings”.

**Step 2: Adding UTM Parameters to Campaign Settings**

Navigate to the left hand menu and select “Campaign Settings”. This is found under the “Settings” menu tab.

Next, select (using the checkbox selector) all campaigns (top checkbox) or select the specific campaigns you want Stiddle to track.

Select the “Edit” dropdown, then scroll down and select “Change tracking templates”.

Paste the Stiddle Google Ads UTM parameter. This is found above (and below) or copied from the Stiddle UTM manager page within your Stiddle workspace. Select save.

You can also copy from here:

```
{lpurl}?st_source=google&st_medium=paid&st_campaign={{campaignId}}&st_content={{adGroupId}}&st_term={{keyword}}&st_adid={{creative}}
```

**Step 3: Adding UTM Parameters to AdGroups**

Navigate to the left hand menu and select “AdGroups”.

Next, select (using the checkbox selector) all ad groups (top checkbox) or select the specific ad groups you want Stiddle to track.

Select the “Edit” dropdown, then scroll down and select “Change tracking templates”.

Paste the Stiddle Google Ads UTM parameter. This is found above (and below) or copied from the Stiddle UTM manager page within your Stiddle workspace. Select save.

You can also copy from here:

```
{lpurl}?st_source=google&st_medium=paid&st_campaign={{campaignId}}&st_content={{adGroupId}}&st_term={{keyword}}&st_adid={{creative}}
```

## **A Complete Guide to Exploring Stiddle's Features**

Follow the guide below to learn about every feature Stiddle has to offer and how to use them effectively. 

### **Everything About Attribution Table**

Once you’ve connected your ad channels (E.g. Facebook Ads & Google Ads), setup your Stiddle Pixel with Shopify, and setup you UTM parameters, you’ll be ready to start using the campaign manager.

**Let's Get Started**

Navigate to the left menu and select “Attribution".

Once in the attribution table, you’ll see an overview of all the ad channels you have connected, listed by the ad account names under the “Channel Sources” tab.

**Important** Please note that the ad accounts shown in the campaign manager, under the tab called “Channel Sources”, are the accounts enabled for the workspace within the connector settings. Only one ad account can be connected to each workspace. You can create additional workspaces to connect additional ad accounts.

Under channel sources you’ll see a default overview of all your ad accounts. Once you select one of your channel sources, you’ll be able to view the campaign details and configure your table view.

By selecting the “Orders” metric within the columns, you’ll be able to see a list of every customer that has purchased a product from that channel.

Select a Channel Source to dive deeper into the Campaign, Ad Set, and Ads performance.

By default, you’ll see a list of metrics on the top row of the campaign manager followed by the values for each column.

Columns can be customized according to the metrics that are most important to you. To select the metrics you want to view, simply select the “Metric Configurator” - located in the top right hand corner of the campaign manager.

In the “Metric Configurator”, you’ll see two options to select from - “Attributed” and “Original”. 

**What are attributed metrics?** Attributed metrics is the accurate data tracked by the Stiddle Pixel. These metrics are attributed and the most accurately reported.

**What are original metrics?** Original metrics is the reported data by your ad channels, like Facebook Ads and Google Ads. This data is unreliable and not accurate. We recommend using this data to compare between Stiddle’s attributed metrics.

**Comparing New Accurate Data to Original Data**

Easily identify which campaigns, ad sets, and ads are performing well and cut losses on under performers. See a side by side comparison of both your platform original reported metrics and the accurate Stiddle attributed metrics.

As you can see below, Stiddle has reported 13 purchases, when compared to the original Facebook reported 6. Now that we know this, we can scale a campaign we would’ve otherwise stopped - thinking it was a loss.

**Repositioning Table Columns**

Easily change the position of columns by simply dragging and dropping each column to its new position. 

**Date Comparisons & Stiddle Max Date**

Change the date view of your campaigns, ad sets, and ads by simply selecting the date selector button. 

**Important** If you do not see any data for your campaigns, it is most likely that the date is not set to a date you have data for. To solve this, simply select “Maximum” to see all of your historical data.

To compare dates, select the “Compare” toggle switch in the date selector, then select the first period and last period dates to compare.

**What is the Stiddle Max date option?** The Stiddle Max date option is \*\*very important \*\*to understand! To view the maximum date range from your attributed metrics reported by Stiddle, you'll need to select the Stiddle Max date option. The standard Maximum option won't show any results for Stiddle attributed metrics.

Remember, the Stiddle Max option is showing data by selecting from the start date that the Stiddle Pixel begun tracking your ads. You can find this start date in the campaign table, the metric is called "Start Date". Please note that the start date may be different for each ad channel connected.

\*\*Loading Results In Campaign Manager \*\*Please note that the campaign manager table loads 30 campaigns/ad sets/ads at a time by default. Stiddle will automatically load more results as you scroll down the table, however if you need to load more than 30 at a time, you can select the "Load 100" button at the bottom of the campaign manager table. 

**Selecting Attribution Models**

Stiddle offers several attribution models for analysis. Selecting between models allows you to see how credit is distributed amongst campaigns for purchases. Selecting between different attribution models will effect the reported attributed metrics in your campaign manager, such as ROAS and Orders. To learn more about Stiddle attribution models, visit our help docs [<u>article</u>](https://web.archive.org/web/20241202125205/https://stiddle.com/).

Stiddle currently offers the following attribution models:

1. First Click \~ \*\*First Click Attribution \*\*gives full credit to the **first ad** click tracked in the customer's profile journey.
2. Last Click \~ **Last Click Attribution** gives full credit to the **last adclick** tracked in the customer's profile journey.
3. Linear (Multi-touch) \~ \*\*Linear \*\*assigns equal conversion value credit split evenly across every paid ad channel that Stiddle tracked in the customer's profile journey before a purchase was made.
4. Phantom (AI)
5. Seeker (AI)
6. Endgame (AI)

### **Creating a New Analytics Dashboard**

Once you’ve connected your integrations, you can start using Dashboard Analytics.

There are two options to create a new dashboard. You can create one from scratch or by selecting from our pre-built templates. Follow the guide below.

**Creating a new dashboard using a template**

Navigate to the “All Dashboards” page located on the left hand menu.

Select the “New Board” button located at the top right of the page, then select the “Find Template” button.

Browse from a catalog of dashboard reports, these are pre-build dashboards that give you a great starting point to expand and configure. 

Select the dashboard template you want to configure.

Once you’ve selected a template, you’ll be able to configure it according to the metrics and sections you want to display.

**Important** Please note that some metrics may not display in your dashboard, this is because the metrics configured in the template may not have any data in your ad account for the selected date range. Simply increase the date range to “Maximum” or "Stiddle Max" to see your historical data.

**Creating a new dashboard from scratch**

To create a dashboard from scratch, simply navigate to the “All Dashboards” page and select “Start from scratch”. 

### **Configuring and Sharing your Analytics Dashboard**

Once you’ve created a new blank dashboard, you’ll see a blank screen with a section and an “untitled” name. 

First navigate to the top left of the page, hover over the “untitled” text and select the edit button.

Give the dashboard a new name and select “Save”.

**Adding a new section**

Sections are a way to keep your widgets organized. Widgets are added to sections and sections are added to your dashboard. Sections can be named and moved within your dashboard.

To add a new section, simply navigate to the top right side of the page and select the new widget button. Once selected, you’ll see a dropdown menu of available widgets. Simply click to drag and drop the section to your dashboard.

Once the section is added to the dashboard, you’ll see it is named “Untitled” by default. Simply hover over the text and select the edit button to change and save the name.

**Deleting a section**

To delete a section, simply hover over the right side of the section and select the trash icon. 

**Adding a new metric**

First, navigate to the right and select the new widget button. Next, simply drag and drop the “Metric” widget over to the section. Once dropped, you’ll see options to configure the widget.

**Configuring a new widget**

After adding a new widget to a section, you’ll be prompted to configure the widget by selecting the metric you want it to display. 

To configure your new widget, simply navigate to the left side menu of the widget configurator and select which integration you want to view data for.

**Important** Please note that “Blended Metrics” are the calculation of all ad channel metrics added together. For example, “Blended Impressions” would be the total Facebook and Google impressions added together.

Once selected, you’ll notice two options to display data from the selected channel - “Original” and “Attributed”. 

**Original** - Original metrics are the standard metrics reported and synced directly from the channel connector. These are not attributed or often accurate and are a great way to compare between the Stiddle attributed metrics.

**Attributed** - Attributed metrics are tracked and calculated from the Stiddle Pixel. These are accurate and attributed metrics with up to 100% accuracy. These metrics are great to gain a comprehensive understanding of your data, giving you the confidence you need to scale.

Select either “Original” or “Attributed”, then select the metric listed below that you want to view in your dashboard and select “Apply”.

You’ll then see the metric added to your dashboard under the section you added it to.

**Important** Please note that at any time you can click to drag and drop any of your metrics to reposition within a section or move between different sections.

**Editing a metric widget**

To change an existing widget's metric, select the menu (three dots icon) on the upper right side of the widget, then select “Change Metric”.

You’ll then be prompted to reconfigure the widget by selecting a new metric. Simply select “Apply” after selecting your new metric.

**Deleting a metric widget**

To delete an existing metric widget, select the menu (three dots icon) on the upper right side of the widget, then select “Delete”. This will remove your widget from the dashboard.

**Expanding a Widget For More Details**

To expand a widget, simply select it or click on the three dot option, and "View Details". Once selected, you'll see an expanded view of the widget with options to configure the visualization type (graph, bart chart, etc.), colors, date, name, and groupings. After making any changes, simply select the "Save" button to see the changes reflected in your dashboard. 

**Changing a Widget's Visualization Type (Graph, Bar Chart, etc.)**

There are several visualization types to choose from, here's a list: number value, bar chart, area graph, line graph, map, pie chart, and table. Different visualization options are shown depending on the type of metric selected. To change the visualization type, select a widget, then click on the color wheel icon to see different visualization options.

**Resizing a Widget**

To resize a widget, simply select and drag the small arrow, located in the lower right corner.

**Selecting a specific campaign, ad set, or ad to view**

To select a specific campaign, ad set, or ad to view in your dashboard, navigate to the top of the page and select “All Campaigns”. 

Next select an ad channel, then select a campaign, ad set, or ad to view.

You’ll then see the data on your dashboard change in reflection to the campaign, ad set, or ad you’ve selected. 

At anytime you want to view the data for all ad channels, simply navigate back to the selector and select “All”. 

**Important** Please note that when a specific ad channel is selected, any widgets you have on the dashboard that is not the selected ad channel will not show any data. To view the data for all widgets, regardless of the ad channel, simply navigate back to the selector and select “All”. 

**Selecting a date range**

Easily select a date range to view your dashboard data for a specific period of time. Stiddle syncs historical data as far back as 37 months for ad channels (Facebook & Google). Other integrations may have longer historical data ranges.

To select a date range, navigate to the top right of the dashboard and select the date icon.

Once selected, you are able to choose from one of the date ranges displayed, a custom date can be applied after selecting a campaign, ad set, or ad. Select apply.

**Understanding The Stiddle Max Date Option**

**What is the Stiddle Max date option?** The Stiddle Max date option is \*\*very important \*\*to understand! To view the maximum date range from your attributed metrics reported by Stiddle, you'll need to select the Stiddle Max date option. The standard Maximum option won't show any results for Stiddle attributed metrics.

Remember, the Stiddle Max option is showing data by selecting from the start date that the Stiddle Pixel begun tracking your ads. You can find this start date in the campaign table, the metric is called "Start Date". Please note that the start date may be different for each ad channel connected.

**Comparing a date range**

Comparing date ranges is a great way to compare past performance. 

To compare date ranges, select a specific campaign, ad set, or ad, then navigate to the date selector and select the “Compare” toggle switch on the date selector.

Once selected, simply hover over the compared percentage of change on the metric widget to see more details.

**Important** Please note that if there is no data found for the selected date range, no data will display in the metric widget. To view all historical data, simply disable the compare toggle and select “Maximum” or "Stiddle Max" at any time.

**Adding your logo to the dashboard**

Easily whitelabel your dashboard with your workspace logo. Your workspace logo can be updated within your workspace settings.

To enable your workspace logo on your dashboard, navigate to the top right of the dashboard, select the share icon, then select “Share Link”.

From here, simply select “Add Workspace logo to this board” and refresh your page.

You’ll now see your workspace logo added to the top left corner of your dashboard.

Once enabled, your workspace logo will appear on your dashboard when it’s shared, downloaded, or printed.

**Sharing your dashboard with a live link**

Sharing your dashboard is a quick and easy way to give clients and stakeholders a live view of your performance. When shared, the dashboard will automatically be synced in real time whenever there is a change in metrics or configuration. Shared dashboards are public and not editable by the viewer. To allow team members to edit your dashboard, you'll need to add them as a workspace member in workspace settings.

To share your dashboard, simply navigate to the top right of the dashboard, select the share icon, then select “Share Link”.

Next, select “copy” and start sharing your live dashboard link.

**Important** Please note that currently there is no way to revoke access to the shared dashboard after sharing. Once the link is shared, anyone with the link can view your dashboard. If needed, the easiest way to stop sharing the dashboard is to duplicate and delete the dashboard that is shared. Then you’ll have a new dashboard with a new link.

**Printing your dashboard**

Printing and downloading your dashboard as a PDF is easy. 

To download and print your dashboard, navigate to the top right of the dashboard, select the share icon, then select “Print PDF”. Your PDF will begin downloading.

**Important** Please note that for the best view select landscape when exporting.

**Favoriting a dashboard**

Favoriting a dashboard allows for quick and easy access to a dashboard in two ways - when selecting a campaign, ad set, or ad within the campaign manager, and when selecting the “My Favorite Board” from the navigation menu. 

To select a dashboard as your favorite, navigate to the “All Dashboards” page, located in the left navigation. 

Find the dashboard you want to favorite, then select the dashboard menu (three dots).

Select “Mark Favorite”.

Once marked as favorite, you’ll see the dashboard move to the first position on your “All Dashboards” page. Your favorite dashboard is indicated by the gold star icon next to the name.

To quickly access your favorite dashboard, simply select “My Favorite Board” from the left navigation. You’ll then be directed to your favorite dashboard.

To see analytics from the Stiddle Campaign Manager, simply hover over a campaign, ad set, or ad, then select the “Analytics” button.

Once selected, you’ll see the select campaign, ad set, or ad enabled in your favorite dashboard for quick analysis.

**Deleting a dashboard**

Deleting a dashboard is easy, however do keep in mind that once a dashboard is deleted - it’s gone forever!

To delete a dashboard, navigate to the “All Dashboards” page, find the dashboard you want to delete, then select the dashboard menu (three dots).

Select the “Delete” from the dropdown. That’s it - all deleted!

**Duplicating a dashboard**

Duplicating a dashboard is quick and easy.

To duplicate a dashboard, navigate to the “All Dashboards” page, find the dashboard you want to duplicate, then select the dashboard menu (three dots). 

Select the “Duplicate” from the dropdown. You’ll see your new duplicated dashboard added to your “All Dashboards” page with the same name plus the word “copy”.

### **Everything you need to know about Stiddle Profiles**

Stiddle Profiles are created for every website visitor - even before they make a purchase or fill out a website form. Profiles are used for identity resolution and attribution, this allows Stiddle to track every website visitor and build a detailed profile, allowing for a complete user journey. Anytime a website visitor converts into a customer, Stiddle will know which ad was responsible for the conversion and attribute the purchase to the correct ad, leaving you with an accurate and transparent timeline of every action a customer took, leading to the purchase. 

**Types of Profiles**

<u>Anonymous</u> \~ These are people that view your website or store, tracked by the Stiddle Pixel. 

<u>Known</u> \~ These are people that the Stiddle Pixel has tracked from your website or store and have entered some type of identifiable information, such as a purchase or form submission. 

<u>Imported</u> \~ These are customers that have been imported into Stiddle from ecom platforms like Shopify, CRM, or a CSV.

**Previewing a profile**

To preview a specific profile, navigate to the “Profiles” page, located on the left side navigation menu.

From here, you’ll see a complete overview of every website visitor and customer since the time you installed the Stiddle Pixel.

**Profile Filters**

Profile filters are great way to segment through your website and customer data. See the instruction in the video below.

**Saving & Selecting Commonly Used Profile Filters**

Easily save commonly used profile filters. See the instruction in the video below.

**Quick View \~ Profile Orders**

See a quick overview of which products customers have purchased by selecting the number under the “Order Number” column.

Select a profile to learn more details about that customer and their conversion journey.

**Default Attributes Stiddle Profiles Have**

* Purchases
* Add to carts
* AOV
* Avg. CPC
* LTV
* Page views
* Sessions
* First name
* Last name
* Email
* Phone number
* Landing page
* Page converted from
* Source
* Date added
* Unique Stiddle Pixel ID
* Location
* IP address
* Activity timeline (events the Stiddle Pixel collects)
* & more.

**Understand the complete journey of a visitor / customer**

To see the complete journey of every profile, find and select a profile, then scroll down to the “All Activity” section. 

\*\*Default Activity The Stiddle Pixel Collects Automatically \*\*

* Home page view
* Collection page view
* Product page view
* Products added to cart
* Shopify purchase
* Facebook ad
* Google ad
* Organic Sources (Klaviyo, email, etc.)
* Form Submissions
* Custom Events
* Custom Goals
* & more.

Simply click on one of the actions in the activity timeline to expand and view more details. In the below example, you can see which Facebook campaign, ad set, and ad was responsible for the most recent purchase. Simply select the campaign, ad set, or ad to view more details inside the Stiddle campaign manager. 

**Merged & anonymous profiles - What are they? How to find them?**

When a visitor visits from multiple different devices, browsers, or uses different checkout details, they are created into an anonymous profile. Once the visitor purchases a product or has a common unique identifier (email/phone), they become merged into a single profile. This gives you a single source of truth for the customer’s journey. 

To find the merged profiles of a customer, simply navigate to the “All Profiles” page, and select the customer profile you want to view.

Once inside the customer profile, scroll down and select “Merged Profiles”. 

A list of all the profiles associated with that customer will be displayed with any additional information collected by the previous merged profiles.

**Important** Please note that once a profile is merged, the anonymous profile will no longer exist, instead the information associated with that profile will be merged into a single profile.

## Everything About Stiddle Audiences

Build audiences to reach your target customers and maximize impact using the most up-to-date and accurate data in Stiddle profiles.

**Creating a new Audience From Profiles**

Creating a new audience or adding new people to existing audiences can be done from profiles. Navigate to profiles, apply filters, then select the check boxes (or all) for each profile you'd like added to the audience. 

Next, you'll see a button "Add to audience". You can add to an existing audience by selecting, or create and name a new audience.

At anytime, you can view your audiences by navigating to the audiences page from the left navigation. 

You'll see an overview of each audience. You can select an audience to view everyone that's currently in it, change the name, or export.


# Everything To Know About Stiddle IRIS
Source: https://help.stiddle.com/en/category/getting-started/article/iris

As the digital landscape grows more fragmented and privacy regulations disrupt traditional tracking methods, companies are seeking new ways to understand their customers across devices, sessions, and time. Stiddle IRIS is a technology that enables persistent customer visibility for up to 3 years—without relying on cookies, browser tokens, or third-party data.

<img alt="Iris" />

## Introduction

This white paper explores the technical foundation of IRIS technology, and how it works to power the Stiddle Customer Intelligence Platform. From revenue attribution to identity resolution, IRIS is the engine behind a future-proof GTM stack. Stiddle IRIS powers ecommerce, B2B, D2C, lead generation, and mobile app teams across the globe.

## How The Technology Works

Stiddle IRIS uses device fingerprinting methodologies, a method of identifying and tracking devices based on the unique configuration and behavior of each device and browser environment. Rather than relying on cookies, which are easily deleted or blocked, fingerprinting gathers passive signals to generate a persistent identifier.

### 1. Signal Collection

Stiddle IRIS collects a wide array of signals from the user’s browser, device, and network environment:

* **Browser-Level Signals**
* User-agent string
  * HTTP headers (language, encoding)
  * Canvas and WebGL rendering differences
  * Audio processing signatures
  * Screen resolution and color depth
  * Plugins and MIME types
  * Timezone and locale
  * Do Not Track settings
* **Device-Level Signals**
* Operating system and version
  * CPU architecture
  * Device memory and core count
  * Input methods (touch, mouse)
  * GPU information
* **Network-Level Signals**
* IP address and subnet analysis
  * VPN/proxy detection
  * TLS fingerprint (JA3 hash)
  * Connection type and ASN
* **Behavioral Signals**
* Mouse movement and scroll patterns
  * Keystroke dynamics
  * Gesture patterns on mobile

### 2. ID Hashing

Stiddle IRIS normalizes the signals and combines them into a unique cryptographic hash that acts as a persistent identifier. The hash can survive cookie clearing and incognito browsing, offering up to 3 years of device recognition.

### 3. Cross-Session Identity Recognition

Each time a user visits a site powered by Stiddle, IRIS matches the incoming fingerprint with its historical database to recognize returning devices, unify sessions, and associate activity with known or anonymous profiles.

## Stiddle IRIS in Action: Powering the Platform

Stiddle IRIS is more than just a fingerprinting engine—it’s the intelligence layer that powers every core feature of the Stiddle Customer Intelligence Platform. Due to IRIS, every feature in the Stiddle platform includes the most persistant extendend customer visibility up to 3-years.

<img alt="Platformstiddle" />

### 1. Customer Profiling, Identity Resolution, and Live Event Streaming

By combining fingerprinting with first-party data, IRIS builds rich customer profiles over time. Anonymous visitors become identified leads, and multiple sessions are unified under a single identity. For B2B, Stiddle also creates oppurtunity and company profiles synced from your CRM.

<img alt="Profilesstiddle" />

### 2. Revenue Attribution For Every Channel, Order, Lead, Company, and Oppurtunity

IRIS connects the dots across multiple visits, touchpoints, and devices to provide accurate, long-term attribution. Even when users switch devices or use private browsing, IRIS ensures that conversions are tied to the right campaign, channel, and sales team. Stiddle's attribution is very flexible and easily works with ecommerce, D2C, lead generation, B2B, and apps.

<img alt="A" />

### 3. Flexible Funnels, Reports, and Customer Analytics

Track the full customer journey from first touch to conversion, across platforms and devices. IRIS enables multi-step path analysis that doesn’t break when cookies expire.

<img alt="Stiddlefunnel" />

### 4. Customer Flows With Extended Visibility

Visualize how users move through your site or funnel. IRIS adds continuity to flow analysis by connecting otherwise fragmented sessions.

<img alt="Stiddle Flow" />

### 5. Smart Audiences That Know Your Customers

Build high-precision audiences based on persistent behaviors and traits. With fingerprinting at the core, Stiddle's audience engine is more accurate and provides up to 50% additional profile attributes to segment with. Every audience includes KPIs caluclated in realtime.

<img alt="S" />

### 6. Dashboarding That's Flexible, Sharable, and Accurate

Traditional analytics tools lose visibility when users delete cookies or change browsers. IRIS ensures data continuity and accuracy, providing more reliable metrics for decision-making.

<iframe />

### 7. Bot and Crawler Detection

By analyzing behavior patterns and device inconsistencies, IRIS identifies and filters out non-human traffic. This improves data quality and protects GTM budgets.

## How Stiddle Identity Resolution Works

Stiddle IRIS continuously builds and maintains persistent identities by recognizing returning devices. When users visit across multiple devices (e.g., phone, laptop, tablet), IRIS collects fingerprints for each. However, Stiddle does not automatically merge these devices into a single profile without verified, privacy-safe identity signals.

<img alt="Iris Stiddle" />

### Why We Don’t Merge on IP Address Alone

While IP addresses are often shared between devices, they are not reliable identity indicators. For example:

* In apartment complexes or office buildings, multiple unrelated users may share the same public IP address.
* Mobile devices may switch IPs frequently between cellular and WiFi networks.

If Stiddle merged devices based solely on shared IPs, it would result in inaccurate identity resolution and flawed attribution.

### How Device Merging Works

Stiddle waits for a confirmed match on personally identifiable information (PII)—such as:

* Email address
* Phone number
* Name or address

These identifiers are typically captured during:

* Form fills
* Checkouts or purchases
* Account logins or sign-ups

Once a common PII signal is detected across sessions and devices, Stiddle IRIS merges them into a unified profile. This ensures only verified, high-confidence identity merges, preserving data integrity and accuracy across platforms.

## View-Through Attribution and Awareness Impact

In addition to tracking direct click-through conversions, Stiddle also accounts for view-through activity—when a user sees an ad but doesn’t click, and later returns via another channel to convert.

Stiddle pulls view-through confidence signals from integrated ad platforms (like Meta and Google), allowing advertisers to measure the influence of top-of-funnel (TOF) impressions on bottom-of-funnel (BOF) conversions.

<img alt="Attribution" />

### Why This Matters

Consider this common scenario:

* A user views a Facebook ad but doesn’t click.
* Days later, they search the brand organically or click a retargeting ad from another platform.
* They convert through a separate BOF campaign.

Traditional attribution would miss the Facebook impression’s contribution.

### How Stiddle Solves This

Stiddle IRIS tracks the original device fingerprint and links impression data from ad platforms with the eventual conversion across sessions and channels. This gives advertisers:

* A clearer view of TOF campaign impact
* Better-informed budget allocation
* Confidence in creative effectiveness, even when clicks aren’t immediate

This view-through model is layered into Stiddle's attribution engine alongside click data, giving marketers a complete picture of multi-touch influence throughout the funnel.

## How Stiddle Makes Data Better

Stiddle goes beyond identity resolution and attribution to improve the quality and clarity of your data with advanced enrichment and cleanup features. This ensures brands aren’t just tracking conversions—but doing so with precision and context.

### Bot and Crawler Detection

Stiddle IRIS uses behavioral patterns, signal anomalies, and machine learning to detect and filter out non-human traffic. This eliminates skewed performance metrics caused by bots or automated crawlers, ensuring your data reflects true human engagement.

### Real-Time Currency Conversion

For global brands selling in multiple regions, Stiddle automatically applies real-time currency conversion at the moment a transaction occurs. By pulling the live exchange rate, Stiddle translates international sales into your base reporting currency instantly.

This enables:

* Accurate revenue comparisons across countries
* Clean, unified reporting for international teams
* More precise ROAS and CPA calculations

### Refund Tracking and Attribution Impact

Many brands—especially those in eCommerce—offer refunds. But few analytics tools reflect how those refunds affect performance.

Stiddle closes this gap by integrating refund data directly into the attribution stream. This allows:

* Subtraction of refunded orders from attributed revenue
* Visibility into refund-adjusted ROAS and LTV
* Granular insights into which ads, campaigns, keywords, and assets lead to higher-than-average refund rates

This level of granularity helps brands refine creative, reallocate budget, and improve both conversion quality and customer satisfaction.

## Stiddle IRIS vs Traditional Customer Identification Methods

### Cookies (First-Party vs Third-Party)

* First-party cookies are set by the website a user is visiting and store a unique token in the local storage folder of the browser. They are often used for session tracking, login state, or analytics.
* Third-party cookies are set by domains other than the one the user is visiting and store a unique token (or cookie) in the browser's cookie storage. These are used for tracking users across different websites, primarily for advertising purposes.

Due to increasing privacy laws and browser restrictions (Safari, Firefox, and now Chrome phasing out third-party cookies), their effectiveness has declined sharply. Relying on cookies means loosing valuable customer events.

<img alt="Cookies" title="Cookies" />

### Stiddle IRIS Advantages Over Cookies

| Feature | First-Party Cookies | Third-Party Cookies | Stiddle IRIS |
| - | - | - | - |
| Persistence Duration | Short (session) | Medium (days/weeks) | Long (up to 3 years) |
| Cross-Device Tracking | No | Limited | Yes |
| Resilience to Deletion | Easily deleted | Frequently blocked | Resistant |
| Compliance Risk | Low | High | Low |
| Modern Browser Support | Yes | No | Yes |
| Real-Time Identity Resolution | No | No | Yes |

## The Stiddle Quad Tracking Process

At the core of Stiddle’s data architecture is the Quad Tracking Process, which unifies data across the marketing stack to provide end-to-end visibility:

1. **Sales Channel Integrations**
   1. E-commerce platforms: Shopify, Magento, BigCommerce, & others
   2. B2B/Lead Gen: Salesforce, Hubspot, Pipedrive, & others
2. **Browser Tracking with Stiddle IRIS**
   1. Persistent device and user identity resolution across sessions, devices, and incognito browsers.
3. **GTM Platform Integrations**
   1. Ad channels: Facebook, Google Ads, LinkedIn, TikTok, & more
   2. Email and CRM: Klaviyo, Mailchimp, ActiveCampaign, & more
4. **UTM Collection**
   1. Covers obscure or non-integrated platforms like programmatic DSPs, email campaigns, influencer links, and organic channels using UTM parameters.

<img alt="Platformfullstiddle" />

By combining these four pillars, Stiddle builds a unified timeline of each customer’s journey. Stiddle IRIS plays a central role in this process, anchoring all data to persistent device identities.

## How IRIS Powers Stiddle AI Attribution Models

Stiddle’s AI attribution models rely on unified data from the Quad Tracking Process. Stiddle IRIS provides the persistent identity resolution that ensures this data can be trusted across touchpoints, even when traditional identifiers fail.

<img alt="Modelstiddle" title="Modelstiddle" />

The AI attribution engine combines:

* Fingerprints from IRIS for durable tracking
* First-party CRM data from sales platforms
* Ad and email interaction data from GTM integrations
* Traffic source metadata from UTM tracking

This multilayered dataset allows Stiddle to:

* Accurately assign revenue credit to top-of-funnel channels
* Predict customer lifetime value (CLV) based on early engagement signals
* Optimize budget allocation across platforms using real, verified behavioral trends

By grounding attribution in the durable identity layer created by IRIS, Stiddle avoids the biases and blind spots of last-click or cookie-based models.

## Conclusion

Fingerprinting is the backbone of a modern, privacy-aware GTM stack. Stiddle IRIS brings this technology to life by enabling persistent customer visibility, driving the accuracy of every insight, and unlocking powerful marketing capabilities. In a world where cookies are fading, IRIS lights the path to long-term growth and smarter decision-making.


# Stiddle - Platform Screenshots [Ecom]
Source: https://help.stiddle.com/en/category/getting-started/article/stiddle-platform-screenshots



## Stiddle Screenshots For E-Commerce Use Case

Below is an example of Stiddle screenshots for an **e-commerce use case**. To view screenshots of a **lead generation & B2B use case**, [please click here](/en/category/getting-started/article/stiddle-platform-screenshots-lead-gen).

<img alt="Stiddlefeatures" />

### Skip to a specific section or begin scrolling.

<Columns>
  <Card title="Dashboards" href="#dashboards">
    Skip right to dashboards.
  </Card>

  <Card title="Attribution" href="#attribution">
    Skip right to attribution.
  </Card>

  <Card title="Profiles" href="#people-profiles">
    Skip right to profiles.
  </Card>

  <Card title="Audiences" href="#audiences">
    Skip right to audiences.
  </Card>

  <Card title="Reporting" href="#reporting">
    Skip right to reporting.
  </Card>
</Columns>

<img alt="Dashboardscover" />

## Dashboards

Dashboards provide a flexible way to view and analyze multiple types of reporting data in one place. This can include ad platform insights, attribution insights, product performance, customer event data, custom conversion goals, and sales data.

<img alt="Dashboardco" />

In the dashboard below, we’ll walk through several key sections. Dashboards are composed of **sections** and **widgets**. Sections help organize related data, while widgets display the specific metrics and visualizations you choose. Each widget is highly customizable, allowing you to adjust its size, colors, chart type, and underlying data.

<img alt="Dashboard1" />

To add new data, drag a widget from the toolbar onto the dashboard canvas. Widgets can also be expanded to view the metric in a larger format for easier analysis.

<img alt="Dashboard2" />

As we scroll further down in this dashboard example, you’ll notice additional sections. The next section displays performance insights from Google Ads. This data is pulled in near real time directly from Google and has not yet been attributed by Stiddle.

This view is useful for understanding high-level **performance metrics** such as impressions, clicks, and other non-conversion metrics. It’s also helpful for comparing native platform data with the attribution insights collected by Stiddle.

<img alt="Dashboard" />

In this section, we’re reviewing **key sales KPIs**. In this example, a Shopify store is connected; however, Stiddle integrates with all major ecommerce platforms (ie. Magento, WooCommerce, etc.).

For custom platforms or more advanced configurations, Stiddle also supports webhooks, allowing sales data and events to be sent in real time.

<img alt="Dashboard4" />

This next section is made up primarily of **cost-related metrics**, including both attributed and platform-reported data. For example, the <u>Cost Per Purchase</u> metric displays a Stiddle icon alongside the Google icon. This indicates that the metric is attributed and calculated by Stiddle.

Metrics that do not display the Stiddle icon are reported directly by the ad platform.

<img alt="Dashboard" />

In this section, we’re reviewing conversion metrics. These widgets primarily focus on sales-related data and the return, filtered by channel.

In the example below, the widgets outlined in the red box represent Conversion Value (Revenue) metrics. The widget on the left displays only the Google icon and does not include the Stiddle icon. This indicates that it is a platform-reported metric and has **not yet been tracked or attributed by Stiddle**. In this case, <u>Google Ads is reporting just over \$53,000 in revenue</u>.

However, this does not reflect the full conversion value. The widget on the right displays both the Stiddle and Google icons, indicating that the metric is **attributed by Stiddle**. As a result, the Conversion Value is <u>significantly higher—just over \$95,000</u>—providing a more accurate representation of the revenue driven by Google Ads.

<img alt="Dashboard" />

In the final section, you’ll see **Stiddle Web metrics**. This section displays website analytics tracked by [**Stiddle IRIS**](/en/category/getting-started/article/iris)**.**

While these metrics are similar to what you might see in tools like GA4, Stiddle differs in how data is tracked and ingested. One of the key differences is that Stiddle automatically identifies and **removes third-party bot and crawler traffic** from all analytics and attribution data.

This provides a higher level of accuracy and a clearer view of real user behavior compared to traditional analytics platforms.

<img alt="Dashboard9" />

<Note>
  A few other features worth noting:

  * Dashboards can be shared via a live, hosted link or exported as PDFs
  * Dashboards can be white-labeled with your logo for a fully branded experience

  While this doesn’t cover everything dashboards can do in Stiddle, it provides you an inside look at some of the basics!
</Note>

<img alt="Attributioncover" />

## Attribution

Attribution is the foundation for making profitable and scalable GTM decisions. Within Stiddle, attribution insights can be viewed in several ways, including attribution tables, reports, dashboards, profiles, and even audiences. In this example, we’ll focus specifically on **Attribution Tables**.

In the Attribution Table below, we’re looking at two connected channels: Google Ads and Meta Ads. It’s important to note that **Stiddle supports attribution across dozens of channels**, including PPC platforms, paid social platforms, DSPs, ESPs, phone, email, SMS, and more—including organic traffic and LLM-driven sources (ie. ChatGPT, etc.).

<img alt="Attribution1" />

If we take a closer look at the table, you’ll notice several key differences compared to an ad platform’s native reporting interface. In some columns, you’ll see a **Stiddle icon**. Columns with this icon represent metrics that have been tracked and attributed by Stiddle, while columns without the icon are reported directly by the platform.

When comparing Google’s non-attributed ROAS metric to Stiddle’s attributed ROAS, the difference becomes clear. Google reports that for every dollar spent on Google Ads, it generated a return of **\$10.65**. However, the Stiddle-attributed ROAS shows that Google is actually responsible for generating **\$15.65** for every dollar spent.

That’s a **\$5 increase in return per dollar**, representing a significant amount of revenue that is not captured or reported in Google's native platform reporting.

<img alt="Attribution" />

It’s important to note that Stiddle does not always report higher conversion values than the platform. In some cases, the opposite is true. For example, when looking at the Meta (Facebook) Ads channel, Stiddle reports a lower return than the platform.

For every dollar spent on Facebook Ads, Stiddle attributes **\$1.83** in return, compared to the platform-reported **\$1.69**. Regardless of whether the attributed value is higher or lower than the platform’s numbers, Stiddle’s goal is to report what actually happened with the highest level of accuracy and transparency.

<img alt="Attribution3" />

<Warning>
  There are many reasons why data reported by native ad platforms can be inaccurate, but two primary factors stand out.

  * **First**, most ad platforms do not communicate with one another—and they have little incentive to do so, as they are competing for the same ad spend. When running cross-channel campaigns, this creates a major attribution challenge. Each platform attempts to take credit for the same conversion, resulting in duplicated or inflated conversion reporting rather than a clear understanding of which channels actually drove the outcome.
  * **Second**, most ad platforms rely on limited lookback windows, typically capped at **7 days** when using native platform data. While some platforms offer extended windows such as 28 or 90 days, these longer windows often rely heavily on statistical modeling rather than true end-to-end tracking. As a result, not every touchpoint is captured accurately, and conversions are estimated rather than observed.

  Stiddle solves both of these issues by unifying cross-channel data and attributing conversions based on what actually occurred—without duplication or opaque modeling.
</Warning>

If we scroll to the right of the table, you’ll see additional metrics. Let’s focus on **Total Purchases**.

Similar to the ROAS column we reviewed earlier, the Purchases column follows the same pattern: metrics with the **Stiddle icon** are tracked and attributed by Stiddle, while metrics without the icon are reported directly by the platform.

In this example, there is a significant discrepancy between the two. Google Ads reports **282 purchases** attributed to its campaigns, while Stiddle attributes **436 purchases**—nearly double the amount. That’s a substantial number of purchases that are not captured in native platform reporting.

One of the key advantages of Stiddle is that every insight is backed by underlying data. In cases like this, where Stiddle attributes a higher number of purchases to Google Ads, you can easily validate the results by drilling into the data. To do this, simply select the attributed purchase count—in this case, **436**—to view the individual orders and see exactly who made the purchases.

<img alt="Attribution8" />

You’ll now see a complete list of every purchase order that Stiddle has attributed to Google Ads. This level of transparency goes far beyond what native ad platforms provide, where attribution data is often hidden in a black box.

Stiddle displays every individual order, along with the associated customer, email address, and the weighted distribution of attribution credit across touchpoints. To explore a specific **customer journey in more detail**, simply select the customer’s name. Stiddle will then open a full customer profile, showing all events and every touchpoint that contributed to the purchase.

<img alt="Attribution9" />

Let’s take a look at a customer profile for a user who interacted with a Google Ad and was attributed accordingly.

Within the profile, you’ll see a comprehensive view of the customer’s data. On the left-hand side, you’ll find core identity details such as name, email, and phone number. On the right, you’ll see a series of widgets. In this example, Shopify is connected, so the widgets display an overview of purchase-related KPIs. Depending on your setup and use case, Stiddle can also surface data from other systems, such as Salesforce or additional CRMs.

Below this, you’ll find a traffic overview that includes session analytics, form submissions, and any custom conversion goals you’ve configured. In the lower-left section of the profile, you’ll also see location details and additional contextual information.

<img alt="Attirbution10" />

As you continue scrolling, you’ll see a complete timeline of events and touchpoints the customer interacted with before making a purchase. In this example, the customer engaged with several Meta (Facebook) ads as well as Klaviyo email campaigns.

Selecting the dropdown arrow expands each touchpoint to reveal additional details. For Facebook interactions, this includes the specific campaign, ad set, and ad. While this level of granularity is valuable, it can be difficult to make decisions at an individual profile level alone. To explore this data more effectively, let’s click into one of the campaigns.

<img alt="Attri" />

When you click on a campaign, ad set, or ad from the profile’s event timeline, Stiddle automatically navigates back to the attribution table and applies the appropriate filters. This allows you to instantly view performance data for that specific asset in context.

From here, you can see a complete list of campaigns, ad sets, or ads across every connected channel. For PPC channels, Stiddle also surfaces individual assets and keywords for deeper analysis.

<img alt="Attirubtion11" />

Now that we’ve seen the event touchpoints Stiddle is capable of collecting, it’s important to understand how attribution credit is distributed across those touchpoints. As shown in the profile above, this customer interacted with multiple Facebook ads, Google ads, and email campaigns before completing a purchase.

To allocate credit across the full purchase journey, Stiddle uses attribution models. These models determine how credit is assigned to different channels and touchpoints involved in a conversion. Stiddle offers several attribution models out of the box to support different use cases, including standard models such as last click, first click, and linear.

However, Stiddle takes attribution modeling a step further in three key ways:

1. Stiddle creates custom AI models post-trained on the brands data
2. Gives transparency and explaines how the model was created in plain english using LLMs
3. Accounts for TOF view-though data to understand the impact on BOF conversions

<img alt="Attributuon12" />

<img alt="Attribution13" />

<img alt="Attirbution14" />

<Note>
  A few other features worth noting:

  * Stiddle isn't only for tracking purchases, custom goals can be configured and used for similar insights in attribution. For example - tracking form submissions, phone calls, or bookings.
  * Stiddle works with more than just Google & Meta (Facebook). Including - PPC platforms, paid social platforms, DSPs, ESPs, phone, email, SMS, and more—including organic traffic and LLM-driven sources (ie. ChatGPT, etc.).

  While this doesn’t cover everything attribution can do in Stiddle, it provides you an inside look at some of the basics!
</Note>

<img alt="Peopleprofilescover" />

## People Profiles

Stiddle builds profiles for each person who interacts with your brand and creates an activity timeline of events. These profiles are powered by Stiddle IRIS technology, meaning they can be tracked for up to three years without the use of cookies. This is important because cookies are heavily restricted by most browsers—for example, about 60% of people on Google Chrome opt out of cookies (both first- and third-party). More importantly, even for the remaining 40% who accept cookies, most browsers reset them after seven days, so they do not persist long enough to capture the full customer journey.

Stiddle profiles create a single source of truth for every touchpoint, event, and conversion a person has with your brand. Profiles are flexible, allowing Stiddle to ingest and track customer data from many sources. For example, you can track any ad or marketing channel, phone calls, form submissions, sign-ups, calendar bookings, purchases, CRM deal stages, chatbots, and more.

First, Stiddle generates an anonymous profile for each unique individual who interacts with your brand. While Stiddle may not immediately know who the person is, it begins collecting data such as IP, location, and every touchpoint (for example, clicking a Facebook ad → viewing a product page → adding to cart).

<img alt="Profile1" />

If you click on a profile, Stiddle will show you an overview of the person. In the example below, this person is anonymous, so we don’t yet know who they are. However, Stiddle is beginning to gather data piece by piece.

In this example, you can see several widgets. For instance, Shopify is connected to this account, so you’ll see an overview of Shopify insights—this is currently empty because the profile is anonymous. Below that, you’ll find an overview of traffic along with conversion and LTV details. On the left, you’ll see the location of the anonymous profile, along with additional information.

<img alt="Profile3" />

As we scroll down the anonymous profile, we begin to see the different event touchpoints the person has made. We can see that this profile clicked on a Meta ad, then viewed a product page. Shortly after, another Meta ad was clicked.

<img alt="Profile4" />

The moment an anonymous profile provides identifiable information—for example, by filling out a form on the website, making a purchase, signing up, or booking a demo—Stiddle merges the data and de-anonymizes the profile, classifying it as known.

Anonymous profiles do not need to provide identifiable information right away. Since Stiddle continuously tracks these profiles for up to three years, it will automatically identify the person when the time is right and merge all previous event and touchpoint history.

<img alt="Profile6" />

Now that this profile has been identified, it is no longer anonymous. We can see a full breakdown of insights related to this person’s history with the brand.

<img alt="Profile7" />

As we scroll down, you’ll see more events added to the activity timeline. Stiddle’s goal is to capture every single touchpoint someone makes with the brand.

<img alt="Profile8" />

Filtering in Stiddle is very flexible for profiles. You can easily filter profiles—both anonymous and known—using hundreds of properties from event data, ad data, customer data, product data, and more.

<img alt="Profile10" />

<img alt="Audiencescover" />

## Audiences

Audiences are very easy to build and deploy in Stiddle. There are two common types of audiences: Smart Audiences and Static Audiences.

Smart Audiences are built based on your customer data and can be generated with a single click. These are dynamically generated audiences created specifically for your brand.

Static Audiences are built using filters to define what you want included in an audience. They are highly flexible and can be customized for any use case.

<img alt="Audience1" />

Every audience is given a few key metrics, including gross revenue, AOV, and 30-, 60-, and 90-day LTV cohort analysis. You can also easily view an overview of the audience on the right before it’s deployed.

<img alt="Audience2" />

<img alt="Reportscover" />

## Reporting

Reports allow you to query through customer data that Stiddle has ingested, including many types of data such as ad channels, marketing channels, custom conversions, purchases, forms, calls, emails, and more.

There are two types of reports in Stiddle. First, we’ll take a look at Flows.

Below, you’ll see a Flow. This is a report that shows what’s happening throughout a buying journey. For example, in the example below, we can see what people do after clicking a specific Facebook ad campaign and all the touchpoints that lead to a purchase.

<img alt="Report1" />

Filtering allows you to understand the journeys of visitors based on different scenarios. There are many ways to filter, including by location, touchpoint, page, channel, product, purchase, and more.

For example, if we filter by Google Ads, the report will show us what people do after clicking a Google ad.

<img alt="Flow1" />

By hovering over the path, we can see key metrics—for example, the number of conversions, conversion rate, and drop-off rate to the next step in the journey.

<img alt="Flow" />

By clicking on any of the steps, Stiddle will show a few options—View Users, Expand by Property, and Expand by Pages. Let’s select **View Users**.

<img alt="Screenshot 2025 12 17 At 6 17 30 PM" />

By selecting **View Users**, Stiddle will show all of the profiles that make up that step. You can then easily build an audience from these people or dive deeper into each profile for a more granular analysis.

<img alt="Flow7" />

The other common type of report in Stiddle is called a Funnel. Funnels allow you to understand conversions and drop-offs between different steps in a customer’s journey. For example, you might want to understand the drop-off from the home page to purchase and break it down by which channels generated the traffic and purchases. Let’s do that.

Below, you’ll see an example of this scenario. We’ve selected the steps, but haven’t yet added a breakdown by source. In the funnel below, it’s showing the drop-off and conversion from home page → purchase.

<img alt="Screenshot 2025 12 17 At 6 59 09 PM" />

Let’s take this a step further to understand where the traffic is coming from. By adding a breakdown by source, Stiddle will show the top channels responsible.

<img alt="Screenshot 2025 12 17 At 6 57 57 PM" />

As we scroll down, we'll see the full breakdown in a table.

<img alt="Screenshot 2025 12 17 At 7 02 11 PM" />

<Note>
  All reports in Stiddle are very flexible and can be configured using different steps, events, filters, and breakdowns. Customizing the colors and style of the report is very easy as well.
</Note>


# Stiddle - Platform Screenshots [Lead Gen & B2B]
Source: https://help.stiddle.com/en/category/getting-started/article/stiddle-platform-screenshots-lead-gen



Below is an example of Stiddle screenshots for a **Lead Generation & B2B use case**. To view screenshots of an **e-commerce use case**, [please click here](/en/category/getting-started/article/stiddle-platform-screenshots).

<img alt="Stiddlefeatures" />

### Skip to a specific section or begin scrolling.

<Columns>
  <Card title="Dashboards" href="#dashboards">
    Skip right to dashboards.
  </Card>

  <Card title="Attribution" href="#attribution">
    Skip right to attribution.
  </Card>

  <Card title="Audiences" href="#audiences">
    Skip right to audiences.
  </Card>

  <Card title="People Profiles" href="#people-profiles">
    Skip right to profiles.
  </Card>
</Columns>

<Columns>
  <Card title="Deal Profiles" href="#deal-profiles">
    Skip right to deals.
  </Card>

  <Card title="Company Profiles" href="#company-profiles">
    Skip right to company.
  </Card>

  <Card title="Audiences" href="#audiences">
    Skip right to audiences.
  </Card>

  <Card title="Reporting" href="#reporting">
    Skip right to reporting.
  </Card>
</Columns>

<img alt="Dashboardscover" />

## Dashboards

Dashboards provide a flexible way to view and analyze multiple types of reporting data in one place. This can include ad platform insights, attribution insights, product performance, customer event data, custom conversion goals, and sales data.

<img alt="Dashboardco" />

In the dashboard below, we’ll walk through several key sections. Dashboards are composed of **sections** and **widgets**. Sections help organize related data, while widgets display the specific metrics and visualizations you choose. Each widget is highly customizable, allowing you to adjust its size, colors, chart type, and underlying data.

<img alt="6802c051660c0344227a6d06 Oiwe8r" />

To add new data, drag a widget from the toolbar onto the dashboard canvas. Widgets can also be expanded to view the metric in a larger format for easier analysis.

<img alt="Screenshot2025 12 18at7 28 37PM" />

As we scroll further down in this dashboard example, you’ll notice additional sections. The next section displays performance insights from Google Ads. This data is pulled in near real time directly from Google and has not yet been attributed by Stiddle.

This view is useful for understanding high-level **performance metrics** such as impressions, clicks, and other non-conversion metrics. It’s also helpful for comparing native platform data with the attribution insights collected by Stiddle.

<img alt="Screenshot2025 12 18at7 30 08PM" />

In this section, we’re reviewing **key conversion KPIs**. In this example, we've got a few conversion goals configured in Stiddle, including form submissions, CRM pipeline stages, purchase, and phone calls. Conversion goals are used in Stiddle for tracking an outcome, for example - a purchase, signup, phone call, CRM pipeline stage, or booked demo. Conversion goals are very customizable within Stiddle and can be configured for different use cases and customer journeys.

In this example below, you'll see data coming from a few sources, including Salesforce CRM. Stiddle integrates with all major CRM platforms (ie. Salesforce, HubSpot, etc.).

For custom platforms or more advanced CRM configurations, Stiddle also supports webhooks, allowing sales data and events to be sent in real time.

<img alt="Screenshot2025 12 18at7 40 48PM" />

This next section is made up primarily of **cost-related metrics**, including both attributed and platform-reported data. For example, the <u>Cost Per Closed Won</u> metric displays a Stiddle icon alongside the Google icon. This indicates that the metric is attributed and calculated by Stiddle.

Metrics that do not display the Stiddle icon are reported directly by the ad platform.

Other common cost-related metrics include cost per demo booked, purchase, signup, phone call, and more. These metrics are typically calculated based on the previously defined conversion goals.

<img alt="Screenshot2025 12 18at7 49 00PM" />

In this section, we’re reviewing conversion metrics. In this example, these widgets primarily focus on conversion-related data and their revenue, filtered by channel.

In the example below, the widgets outlined in the red box represent Conversion Value (Revenue) metrics. The widget on the left displays only the Google icon and does not include the Stiddle icon. This indicates that it is a platform-reported metric and has **not yet been tracked or attributed by Stiddle**. In this case, <u>Google Ads is reporting just over \$53,000 in revenue</u>.

However, this does not reflect the full conversion value. The widget on the right displays both the Stiddle and Google icons, indicating that the metric is **attributed by Stiddle**. As a result, the Conversion Value is <u>significantly higher—just over \$95,000</u>—providing a more accurate representation of the revenue driven by Google Ads.

<img alt="Screenshot2025 12 16at8 51 51PM" />

In the final section, you’ll see **Stiddle Web metrics**. This section displays website analytics tracked by [**Stiddle IRIS**](/en/category/getting-started/article/iris)**.**

While these metrics are similar to what you might see in tools like GA4, Stiddle differs in how data is tracked and ingested. One of the key differences is that Stiddle automatically identifies and **removes third-party bot and crawler traffic** from all analytics and attribution data.

This provides a higher level of accuracy and a clearer view of real user behavior compared to traditional analytics platforms.

<img alt="Dashboard9" />

<Note>
  A few other features worth noting:

  * Dashboards can be shared via a live, hosted link or exported as PDFs
  * Dashboards can be white-labeled with your logo for a fully branded experience

  While this doesn’t cover everything dashboards can do in Stiddle, it provides you an inside look at some of the basics!
</Note>

<img alt="Attributioncover" />

## Attribution

Attribution is the foundation for making profitable and scalable GTM decisions. Within Stiddle, attribution insights can be viewed in several ways, including attribution tables, reports, dashboards, profiles, and even audiences. In this example, we’ll focus specifically on **Attribution Tables**.

In the Attribution Table below, we’re looking at two connected channels: Google Ads and Meta Ads. It’s important to note that **Stiddle supports attribution across dozens of channels**, including PPC platforms, paid social platforms, DSPs, ESPs, phone, email, SMS, and more—including organic traffic and LLM-driven sources (ie. ChatGPT, etc.).

<img alt="Screenshot2025 12 18at8 00 08PM" />

If we take a closer look at the table, you’ll notice several key differences compared to an ad platform’s native reporting interface. In some columns, you’ll see a **Stiddle icon**. Columns with this icon represent metrics that have been tracked and attributed by Stiddle, while columns without the icon are reported directly by the platform.

When comparing Google’s non-attributed ROAS metric to Stiddle’s attributed ROAS, the difference becomes clear. Google reports that for every dollar spent on Google Ads, it generated a return of **\$10.65**. However, the Stiddle-attributed ROAS shows that Google is actually responsible for generating **\$15.65** for every dollar spent.

That’s a **\$5 increase in return per dollar**, representing a significant amount of revenue that is not captured or reported in Google's native platform reporting.

<img alt="Screenshot2025 01 22at4 12 33P Mcopy" />

It’s important to note that Stiddle does not always report higher conversion values than the platform. In some cases, the opposite is true. For example, when looking at the Meta (Facebook) Ads channel, Stiddle reports a lower return than the platform.

For every dollar spent on Facebook Ads, Stiddle attributes **\$1.83** in return, compared to the platform-reported **\$1.69**. Regardless of whether the attributed value is higher or lower than the platform’s numbers, Stiddle’s goal is to report what actually happened with the highest level of accuracy and transparency.

<img alt="Attribution3" />

<Warning>
  There are many reasons why data reported by native ad platforms can be inaccurate, but two primary factors stand out.

  * **First**, most ad platforms do not communicate with one another—and they have little incentive to do so, as they are competing for the same ad spend. When running cross-channel campaigns, this creates a major attribution challenge. Each platform attempts to take credit for the same conversion, resulting in duplicated or inflated conversion reporting rather than a clear understanding of which channels actually drove the outcome.
  * **Second**, most ad platforms rely on limited lookback windows, typically capped at **7 days** when using native platform data. While some platforms offer extended windows such as 28 or 90 days, these longer windows often rely heavily on statistical modeling rather than true end-to-end tracking. As a result, not every touchpoint is captured accurately, and conversions are estimated rather than observed.

  Stiddle solves both of these issues by unifying cross-channel data and attributing conversions based on what actually occurred—without duplication or opaque modeling.
</Warning>

If we scroll to the right of the table, you’ll see additional metrics. Let’s focus on **Total Leads**.

Similar to the ROAS column we reviewed earlier, the Leads column follows the same pattern: metrics with the **Stiddle icon** are tracked and attributed by Stiddle, while metrics without the icon are reported directly by the platform.

In this example, there is a significant discrepancy between the two. Google Ads reports **282 leads** attributed to its campaigns, while Stiddle attributes **436 leads**—nearly double the amount. That’s a substantial number of purchases that are not captured in native platform reporting.

One of the key advantages of Stiddle is that every insight is backed by underlying data. In cases like this, where Stiddle attributes a higher number of purchases to Google Ads, you can easily validate the results by drilling into the data. To do this, simply select the attributed lead count—in this case, **436**—to view the individual people, companies, and deals/oppurtunities that make up the leads.

<img alt="Screenshot2025 12 18at8 08 37PM" />

You’ll now see a complete list of every individual person, companies, and deals/oppurtunities that Stiddle has attributed to Google Ads. This level of transparency goes far beyond what native ad platforms provide, where attribution data is often hidden in a black box.

Stiddle displays every individual person, company, and deal/oppurtunity, along with the associated lead's name, email address, and the weighted distribution of attribution credit across touchpoints. To explore a specific **customer journey in more detail**, simply select the lead's name or view the company or deal by selecting the appropriate tab. Stiddle will then open a full customer profile, showing all events and every touchpoint that contributed to the conversion.

<img alt="Screenshot2025 12 17at2 28 05PM" />

Let’s take a look at a lead's profile for a user who interacted with a Google Ad and was attributed accordingly.

Within the profile, you’ll see a comprehensive view of the customer’s data. On the left-hand side, you’ll find core identity details such as name, email, and phone number. On the right, you’ll see a series of widgets. In this example, Salesforce is connected, so the widgets display an overview of CRM pipline KPIs. Depending on your setup and use case, Stiddle can also surface data from other systems, such as e-commerce platforms or additional sales platforms.

Below this, you’ll find a traffic overview that includes session analytics, form submissions, and any custom conversion goals you’ve configured. In the lower-left section of the profile, you’ll also see location details and additional contextual information.

<img alt="Screenshot2025 12 18at8 30 12PM" />

As you continue scrolling, you’ll see a complete timeline of events and touchpoints the customer interacted with before making a conversion. In this example, the customer engaged with several Meta (Facebook) ads as well as Klaviyo email campaigns.

Selecting the dropdown arrow expands each touchpoint to reveal additional details. For Facebook interactions, this includes the specific campaign, ad set, and ad. While this level of granularity is valuable, it can be difficult to make decisions at an individual profile level alone. To explore this data more effectively, let’s click into one of the campaigns.

<img alt="Attri" />

When you click on a campaign, ad set, or ad from the profile’s event timeline, Stiddle automatically navigates back to the attribution table and applies the appropriate filters. This allows you to instantly view performance data for that specific asset in context.

From here, you can see a complete list of campaigns, ad sets, or ads across every connected channel. For PPC channels, Stiddle also surfaces individual assets and keywords for deeper analysis.

<img alt="Screenshot2025 12 18at8 35 14PM" />

Now that we’ve seen the event touchpoints Stiddle is capable of collecting, it’s important to understand how attribution credit is distributed across those touchpoints. As shown in the profile above, this customer interacted with multiple Facebook ads, Google ads, and email campaigns before completing a conversion goal (ie. form submission, purchase, CRM stage, booking, etc.).

To allocate credit across the full conversion journey, Stiddle uses attribution models. These models determine how credit is assigned to different channels and touchpoints involved in a conversion. Stiddle offers several attribution models out of the box to support different use cases, including standard models such as last click, first click, and linear.

However, Stiddle takes attribution modeling a step further in three key ways:

1. Stiddle creates custom AI models post-trained on the brands data
2. Gives transparency and explaines how the model was created in plain english using LLMs
3. Accounts for TOF view-though data to understand the impact on BOF conversions

<img alt="Screenshot2025 12 17at12 11 06AM" />

<img alt="Attribution13" />

<img alt="Attirbution14" />

<Note>
  A few other features worth noting:

  * Stiddle isn't only for tracking purchases, custom goals can be configured and used for similar insights in attribution. For example - tracking form submissions, phone calls, or bookings.
  * Stiddle works with more than just Google & Meta (Facebook). Including - PPC platforms, paid social platforms, DSPs, ESPs, phone, email, SMS, and more—including organic traffic and LLM-driven sources (ie. ChatGPT, etc.).

  While this doesn’t cover everything attribution can do in Stiddle, it provides you an inside look at some of the basics!
</Note>

<img alt="Peopleprofilescover" />

## People Profiles

Stiddle builds profiles for each person who interacts with your brand and creates an activity timeline of events. These profiles are powered by Stiddle IRIS technology, meaning they can be tracked for up to three years without the use of cookies. This is important because cookies are heavily restricted by most browsers—for example, about 60% of people on Google Chrome opt out of cookies (both first- and third-party). More importantly, even for the remaining 40% who accept cookies, most browsers reset them after seven days, so they do not persist long enough to capture the full customer journey.

Stiddle profiles create a single source of truth for every touchpoint, event, and conversion a person has with your brand. Profiles are flexible, allowing Stiddle to ingest and track customer data from many sources. For example, you can track any ad or marketing channel, phone calls, form submissions, sign-ups, calendar bookings, purchases, CRM deal stages, chatbots, and more.

First, Stiddle generates an anonymous profile for each unique individual who interacts with your brand. While Stiddle may not immediately know who the person is, it begins collecting data such as IP, location, and every touchpoint (for example, clicking a Facebook ad → viewing a website page → submitting a form → booking a demo → CRM stage closed won).

<img alt="Profile1" />

As we scroll down the anonymous profile, we begin to see the different event touchpoints the person has made. We can see that this profile clicked on a Meta ad, then viewed a product page. Shortly after, another Meta ad was clicked.

<img alt="Profile4" />

The moment an anonymous profile provides identifiable information—for example, by filling out a form on the website, making a purchase, signing up, or booking a demo—Stiddle merges the data and de-anonymizes the profile, classifying it as known.

Anonymous profiles do not need to provide identifiable information right away. Since Stiddle continuously tracks these profiles for up to three years, it will automatically identify the person when the time is right and merge all previous event and touchpoint history.

<img alt="Profile6" />

Now that this profile has been identified, it is no longer anonymous. We can see a full breakdown of insights related to this person’s history with the brand.

<img alt="Screenshot2025 12 18at8 30 12PM" />

As we scroll down, you’ll see more events added to the activity timeline. Stiddle’s goal is to capture every single touchpoint someone makes with the brand.

<img alt="Attri" />

Filtering in Stiddle is very flexible for profiles. You can easily filter profiles—both anonymous and known—using hundreds of properties from event data, ad data, customer data, product data, and more.

<img alt="Profile10" />

<img alt="Dealprofilecover" />

Deal profiles allow you to sync your CRM data from platforms like Salesforce and HubSpot to Stiddle. Stiddle will sync all of your historical customers, contacts, opportunities, and companies. You can think of opportunities and deals as the same thing.

With deal profiles, Stiddle gives you the ability to attribute not only at the person or company level, but also at the deal level. This is very valuable for understanding the impact that a marketing team and individual channels have on generating leads that ultimately convert into sales through your CRM.

<img alt="Deal2" />

There are several ways to view deal data in Stiddle. Let’s take a look at the attribution table to understand conversions.

In real time, Stiddle syncs the conversion value and stage of each opportunity from your CRM and uses this data in attribution to calculate metrics such as profitability, revenue, conversion value, and cost per closed won deal. You also get very useful metrics like **Open Opportunities**, which shows how many deals are actively open in a stage other than *Closed Won* that originated from a specific channel. For example: Meta = 100 Open Opportunities, Google = 50 Open Opportunities.

<img alt="Deals1" />

You can also track closed opportunities, such as **Closed Won** and **Closed Lost**. This allows Stiddle to show the revenue generated from a specific deal stage, broken down by channel or campaign.

In this example, you’ll see that Stiddle captured just under **\$42,000** in Closed Won opportunities that Google is responsible for generating, and just under **\$4,000** from Meta. Most importantly, you can also see the **Open Opportunities** column, which shows that both channels are promising in generating future conversions. In total, there is just under **\$150,000** in open pipeline generated by Google and Meta.

<img alt="Deal" />

At any time, you can easily select the number of conversions in the table to see which deals, companies, and people have been attributed to that channel. You can also understand which rep was responsible for closing the deal and which channel generated the lead. In the example below, Meta was responsible for generating the lead, and Abhishek was the sales rep who closed the deal. For a deeper dive into the customer’s journey, you can select their profile.

<img alt="Deal" />

<img alt="Companyprofilecover" />

Company profiles allow Stiddle to group people and deals related to a company. This data is often synced from a CRM, such as Salesforce or HubSpot. Once synced, Stiddle retroactively merges people profiles with any company or opportunity data from the CRM.

Let’s take a look at the Companies page. Below, you’ll see all companies listed in a table, along with metrics that Stiddle has calculated from deals.

<img alt="Companies3" />

Stiddle can use company profiles for attribution, allowing you to understand which channels are responsible for generating company leads. People Profiles are grouped within the company profile, meaning you can see all people associated with a company and their entire journey in one view.

For example, below you’ll see an overview of the company data on the left, attributed KPIs in the middle, and just below that, a timeline of activity for each person related to this company who has shown interest or has interacted with the company.

<img alt="Company1" />

There are many ways to access company data within Stiddle—through attribution tables, profiles, and analytics. You can also view company attribution at the channel level. Let’s take a look at the attribution table to understand which channels are generating the most deals, broken down by company.

Below, we can see that there are three companies marked as “Closed Won” that have been attributed to Meta Ads. For a deeper breakdown of each company, you can select one to view its details.

<img alt="Company4" />

<img alt="Audiencescover" />

## Audiences

Audiences are very easy to build and deploy in Stiddle. There are two common types of audiences: Smart Audiences and Static Audiences.

Smart Audiences are built based on your customer data and can be generated with a single click. These are dynamically generated audiences created specifically for your brand.

Static Audiences are built using filters to define what you want included in an audience. They are highly flexible and can be customized for any use case.

<img alt="Screenshot2025 01 22at4 14 25PM" />

Every audience is given a few key metrics, including gross revenue, AOV, and 30-, 60-, and 90-day LTV cohort analysis. You can also easily view an overview of the audience on the right before it’s deployed.

<img alt="Audience2" />

<img alt="Reportscover" />

## Reporting

Reports allow you to query through customer data that Stiddle has ingested, including many types of data such as ad channels, marketing channels, custom conversions, CRM pipeline, purchases, forms, calls, emails, and more.

There are two types of reports in Stiddle. **First, we’ll take a look at Flows**.

Below, you’ll see a Flow. This is a report that shows what’s happening throughout a buying journey. For example, in the example below, we can see what people do after clicking a Pinterest ad campaign and all the touchpoints that lead to a **CRM Closed Won** conversion goal.

<img alt="Screenshot2025 12 18at8 51 11PM" />

Filtering allows you to understand the journeys of visitors based on different scenarios. There are many ways to filter, including by location, touchpoint, page, channel, product, purchase, and more.

For example, we've already added a filter for Pinterest Ad at the Step level. But if we add a seperate filter by Google Campaign, the report will show us what people do after clicking a Pinterest ad and overlapping with the specific Google Campaign.

<img alt="Screenshot2025 12 18at8 51 11P Mcopy" />

By hovering over the path, we can see key metrics—for example, the number of conversions, conversion rate, and drop-off rate to the next step in the journey.

<img alt="Download 1" />

By clicking on any of the steps, Stiddle will show a few options—View Users, Expand by Property, and Expand by Pages. Let’s select **View Users**.

<img alt="Screenshot2025 12 17at6 17 30PM" />

By selecting **View Users**, Stiddle will show all of the profiles that make up that step. You can then easily build an audience from these people or dive deeper into each profile for a more granular analysis.

<img alt="Flow7" />

The other common type of **report in Stiddle is called a Funnel**. Funnels allow you to understand conversions and drop-offs between different steps in a customer’s journey. For example, you might want to understand the drop-off from people that click a **Google Ad → view home page → submit a form → CRM Open Oppurtunity → CRM Closed Won** and break it down by which channels generated the traffic. Let’s do that.

Below, you’ll see an example of this scenario. We’ve selected the steps, but haven’t yet added a breakdown by source. In the funnel below, it’s showing the drop-off and conversion from the steps above.

<img alt="Screenshot2025 12 18at9 10 47PM" />

Let’s take this a step further to understand where the traffic is coming from. By adding a breakdown by source, Stiddle will show the top channels responsible.

<img alt="Screenshot2025 12 18at9 12 26PM" />

Now we can see the top channels that overlap with the origional Google Ad (in Step 1), brokendown by each step in the journey.

<img alt="Download" />

As we scroll down, we'll see the full breakdown in a table.

<img alt="Screenshot2025 12 18at9 15 39PM" />

<Note>
  All reports in Stiddle are very flexible and can be configured using different steps, events, filters, and breakdowns. Customizing the colors and style of the report is very easy as well.
</Note>


# Understanding attribution models
Source: https://help.stiddle.com/en/category/learn/article/understanding-attribution-models

Compare the attribution models available inside Stiddle so you can pick the best one for your funnel.

Attribution models decide how credit is assigned to the touchpoints that led to a conversion. Stiddle lets you switch models per dashboard, report, or attribution table so you can view performance from multiple angles.

## Why attribution models matter

* Aligns teams – Paid media, lifecycle, and sales can agree on what “counts” as success.
* Prevents bias – Single-touch models over-index on one channel; multi-touch spreads credit across the journey.
* Drives optimization – When you know which touchpoints influence outcomes, you can scale or trim budgets with confidence.

## Model breakdown

| Model | Description | Best for |
| - | - | - |
| **Last touch** | 100% of credit goes to the final tracked interaction before conversion. | Fast-moving funnels, retargeting validation, simple reporting. |
| **First touch** | Gives full credit to the first tracked interaction. | Measuring top-of-funnel programs and campaign introductions. |
| **Linear** | Splits credit equally across every tracked touch. | Longer journeys where each step matters equally. |
| **Phantom** | AI dynamically credits First Click 85% - 115% | A better First Click model, enhanced with AI to account for untracked conversions, focusing on the initial touchpoint while considering subsequent interactions. |
| **Seeker** | AI dynamically credits any touchpoint 0% - 100% | A better Linear model with AI to dynamically adjust credit to each touchpoint and account for untracked conversions, analyzing interactions based on intent and performance. |
| **Endgame** | AI dynamically credits Last Click 85% - 115% | A better Last Click model, prioritizing the final interaction with AI enhancement, yet acknowledging earlier engagements and accounting for untracked conversions. |

## Switching models in Stiddle

1. Open any dashboard or Attribution Table view.
2. Click the **Attribution model** dropdown in the top toolbar.
3. Select the model you want to apply; widgets and tables refresh automatically.
4. Save the view or dashboard so teammates see the same model next time.

## Recommended workflow

1. **Start broad** – Use Linear for weekly reporting so you do not miss key touches.
2. **Drill down** – Switch to Last touch when auditing retargeting or branded search performance.
3. **Validate** – Compare results with the AI models to ensure your assumptions hold up.

Still unsure which model fits your business? Reach out to Stiddle support or [hello@stiddle.com](mailto:hello@stiddle.com) with details on your funnel length, channels, and goals for tailored guidance.


# Profiles
Source: https://help.stiddle.com/en/category/profiles



<Card title="How does profiling and identity resolution work? How does Stiddle track every visitor?" icon="file-lines" href="/en/category/profiles/article/how-does-profiling-and-identity-resolution-work-how-does-stiddle-track-every-visitor">
  How does profiling and identity resolution work? How does Stiddle track every visitor?
</Card>


# How does profile merging work?
Source: https://help.stiddle.com/en/category/profiles/article/how-does-profile-merging-work

Learn how Stiddle combines duplicate profiles while protecting data integrity and privacy.

Profile merging keeps customer histories clean when the same person interacts across devices, emails, or forms. Stiddle uses deterministic rules plus human-safe review to avoid over- or under-merging.

This doc is coming soon. Our documentation is currently undergoing maintenance. If you need support or have any questions, please [reach out to support](https://www.stiddle.com/contact). We're here to help!


# How does profiling and identity resolution work?
Source: https://help.stiddle.com/en/category/profiles/article/how-does-profiling-and-identity-resolution-work-how-does-stiddle-track-every-visitor

See how Stiddle tracks every visitor across channels while staying privacy-conscious.

Stiddle combines first-party tracking, connectors, and IRIS identity resolution to stitch clicks, sessions, and transactions into a single timeline per person.

## Data collection layers

1. **Stiddle Pixel / IRIS tag** – captures device/browser signals, UTM parameters, and on-site events in real time.
2. **Server-side + API events** – Shopify, WooCommerce, Salesforce, and custom APIs send orders, leads, and lifecycle updates.
3. **Ad platform metadata** – synced daily to enrich profiles with campaign, ad set, and creative context.

## Identity graph logic

* **Deterministic matching** – email, phone, and customer IDs instantly link events to existing profiles.
* **Probabilistic hints** – device fingerprint, IP, and behavioral patterns power session stitching even before a person signs in.
* **Confidence tiers** – Stiddle labels each match (strong, medium, low). Only strong matches trigger auto-merges; medium matches stay as hints until confirmed.

## Visitor-to-profile journey

1. Anonymous visitor clicked an ad with UTMs.
2. Pixel creates an anonymous profile with IRIS data.
3. Visitor fills a form—email connects the anonymous timeline to a known contact.
4. Future purchases, emails, and ad clicks land on that same profile, giving you a full journey.

## Privacy & compliance

* Respect **Do Not Track** headers and regional consent rules.
* Store all identifiers in your geographic data region as defined per workspace.
* Allow customers to request deletion; removing a profile also purges fingerprint data.

## How to monitor identity health

* Check **Profiles** for stats on tracked visitors vs. identified profiles.
* Use the **Merge Modal** to ensure matches look accurate.

Need to enrich profiles further? Use the Zapier connector or CSVs with custom attributes—Stiddle adds the data to the profile while maintaining the same identity rules.


# Using Stiddle
Source: https://help.stiddle.com/en/category/stiddle

Learn about Stiddle, how to setup Stiddle, and understand best practices. 

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***

### Get Started with Setup

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<Card title="How to Connect CRMs with Stiddle" icon="file-lines">
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<Card title="How to Setup Custom Events & Conversion Goals" icon="file-lines">
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***

### Explore Categories

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  <Card title="Getting Started & Setup" icon="play" href="/en/category/getting-started" />

  <Card title="Stiddle Pixel Script & Tracking" icon="code" href="/en/category/stiddle-pixel-tracking-and-attribution" />

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***

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  Are Stiddle Pixels unique to every Workspace? Can I use one Stiddle Pixel to track multiple stores?
</Card>

<Card title="Updating Facebook UTMs without losing social proof" icon="file-lines" href="/en/category/stiddle-pixel-tracking-and-attribution/article/updating-facebook-utms-without-losing-social-proof">
  Updating Facebook UTMs without losing social proof
</Card>

<Card title="How long of a window does Stiddle track and attribute sales for?" icon="file-lines" href="/en/category/stiddle-pixel-tracking-and-attribution/article/how-long-of-a-window-does-stiddle-track-and-attribute-sales-for">
  How long of a window does Stiddle track and attribute sales for?
</Card>

<Card title="How to send conversion data from Shopify to Meta & Google Ads - Stiddle's Setup Guide" icon="file-lines" href="/en/category/stiddle-pixel-tracking-and-attribution/article/how-to-send-conversion-events-from-shopify-to-meta-and-google-stiddles-setup-guide">
  Feed ad engines with accurate conversion data. Make decisions right from Stiddle.
</Card>

<Card title="Stiddle Pixel Checkout Setup - Installing With Shopify 2.0 Using Customer Events" icon="file-lines" href="/en/category/stiddle-pixel-tracking-and-attribution/article/stiddle-pixel-with-shopify-20-checkout-setup-using-customer-events">
  Follow this short guide to setup the Stiddle Pixel with Shopify checkout using Customer Events. This guide is an alternative and replaces "Additional Scripts", deprecated by Shopify.
</Card>

<Card title="Setup Stiddle Pixel With A NextJS Headless Shopify Store" icon="file-lines" href="/en/category/stiddle-pixel-tracking-and-attribution/article/setup-stiddle-pixel-with-a-nextjs-headless-shopify-store">
  Full Setup Guide To Integrate The Stiddle Pixel With A NextJS Headless Shopify Store With Shopify Checkout
</Card>


# Stiddle Pixel & Attribution
Source: https://help.stiddle.com/en/category/stiddle-pixel-tracking-and-attribution



<Card title="UTM Tracking - Everything You Need To Know In Stiddle" icon="file-lines" href="en/category/stiddle-pixel-tracking-and-attribution/article/setting-up-utms-for-ad-tracking-with-stiddle-google-ads-and-facebook-ads">
  Consistent UTMs let Stiddle tie ad spend, campaigns, and creatives to conversions without relying on platform IDs alone.
</Card>

<Card title="How to setup and install the Stiddle pixel with your Shopify store" icon="file-lines" href="en/category/stiddle-pixel-tracking-and-attribution/article/how-to-setup-and-install-the-stiddle-pixel-with-your-shopify-store">
  How to setup and install the Stiddle pixel with your Shopify store
</Card>

<Card title="Setup Stiddle Pixel With A NextJS Headless Shopify Store" icon="file-lines" href="/en/category/stiddle-pixel-tracking-and-attribution/article/setup-stiddle-pixel-with-a-nextjs-headless-shopify-store">
  Full Setup Guide To Integrate The Stiddle Pixel With A NextJS Headless Shopify Store With Shopify Checkout
</Card>

<Card title="Are Stiddle Pixels unique to every Workspace? Can I use one Stiddle Pixel to track multiple stores?" icon="file-lines" href="en/category/stiddle-pixel-tracking-and-attribution/article/are-stiddle-pixels-unique-to-every-workspace-can-i-use-one-stiddle-pixel-to-track-multiple-stores">
  Are Stiddle Pixels unique to every Workspace? Can I use one Stiddle Pixel to track multiple stores?
</Card>

<Card title="Does the Stiddle Pixel use third party cookies?" icon="file-lines" href="en/category/stiddle-pixel-tracking-and-attribution/article/does-the-stiddle-pixel-use-third-party-cookies">
  The Stiddle Pixel uses first party cookie technology and first party data for accurate tracking, identity resolution, and attribution.
</Card>


# Are Stiddle Pixels unique to every workspace?
Source: https://help.stiddle.com/en/category/stiddle-pixel-tracking-and-attribution/article/are-stiddle-pixels-unique-to-every-workspace-can-i-use-one-stiddle-pixel-to-track-multiple-stores

Understand how pixel IDs map to workspaces and when you should create more than one.

Yes—each workspace gets its own Stiddle Pixel ID. The pixel routes events to that workspace’s data lake, attribution model, and permissions. Sharing one pixel across multiple brands or stores leads to mixed data and inaccurate reporting.

## Why one pixel per workspace

* **Data separation** – workspaces often map to brands, regions, or clients. Unique pixel IDs keep customer data scoped.
* **Attribution accuracy** – UTMs, audiences, and conversion goals differ per workspace; mixing them skews reporting.
* **Privacy & compliance** – each workspace can enforce its own consent policies and data retention rules.

## Can you track multiple stores with one pixel?

Only if those stores belong to the same workspace and you intentionally want combined reporting.

## Recommended setup

1. **One workspace = one pixel** – install it on every property tied to that workspace.
2. **Multiple workspaces** – install each workspace’s pixel on its respective properties. Never load two pixel IDs on the same page.

## Migrating a store

* Remove the old pixel script.
* Install the new workspace’s pixel and verify events with the debugger.
* Update conversion APIs (Shopify, server events) to send the new pixel ID.

Need to audit your install? Open **Settings → Pixel** to see active pixel IDs and recent domains per workspace.


# Does the Stiddle Pixel use third party cookies?
Source: https://help.stiddle.com/en/category/stiddle-pixel-tracking-and-attribution/article/does-the-stiddle-pixel-use-third-party-cookies

The Stiddle Pixel uses first party cookie technology and first party data for accurate tracking, identity resolution, and attribution.

There are NO third party cookies required for Stiddle to unlock visibility. However, Stiddle may default to a browser token or cookie if neccisary, although this is not common or first priority.

This means that the Stiddle Pixel will fix post IOS 14 tacking inaccuracies and attribution, in addition to fixing the phase out and restriction of Google's third party cookies.

To learn more about the Stiddle Pixel and the technology used to make this happen, please visit our website [here](https://www.stiddle.com/feature/pixel-attribution).


# How long of a window does Stiddle track and attribute sales for?
Source: https://help.stiddle.com/en/category/stiddle-pixel-tracking-and-attribution/article/how-long-of-a-window-does-stiddle-track-and-attribute-sales-for

Review default lookback windows and how to customize them for your funnels.

Stiddle stores raw events indefinitely (subject to your retention policy) but attribution windows control how far back we look when crediting a conversion.

## Default lookback windows

| Channel | Click window | View-through window |
| - | - | - |
| Paid social (Meta/TikTok) | 28 days | 7 days |
| Paid search (Google/Bing) | 30 days | N/A (click only) |
| Email/SMS | 30 days | N/A |
| Organic / Direct | 30 days | N/A |

These defaults balance accuracy with performance and mirror most ad platform norms.

## Tips

* Shorter cycles (flash sales, daily offers) benefit from 1–7 day windows so late touches don’t steal credit.
* High-consideration funnels (B2B, subscriptions) often use 45–60 day windows.
* If you import offline conversions late, extend the window so those events still map to their original marketing touches.

Remember to document your chosen windows on dashboards and in SOPs so stakeholders interpret metrics correctly.


# How to send conversion events from Shopify to Meta & Google
Source: https://help.stiddle.com/en/category/stiddle-pixel-tracking-and-attribution/article/how-to-send-conversion-events-from-shopify-to-meta-and-google-stiddles-setup-guide

Use Stiddle as the source of truth for conversions and forward them to common ad platform conversion APIs.

This doc is coming soon. Our documentation is currently undergoing maintenance. If you need support or have any questions, please [reach out to support](https://www.stiddle.com/contact). We're here to help!


# How to setup and install the Stiddle pixel with your Shopify store
Source: https://help.stiddle.com/en/category/stiddle-pixel-tracking-and-attribution/article/how-to-setup-and-install-the-stiddle-pixel-with-your-shopify-store

Step-by-step instructions for deploying the pixel across your Shopify storefront and checkout.

This doc is coming soon. Our documentation is currently undergoing maintenance. If you need support or have any questions, please reach out to support. We're here to help!

In this tutorial we’ll walk you through the following steps to setup your Stiddle Pixel with your Shopify store.

<iframe title="YouTube video player" />

### **Installing The Stiddle Pixel With Shopify**

The Stiddle Pixel helps track and identify visitors from your site. This is required for accurate attribution and identity resolution. Please make sure to follow the steps exactly as they are described below. If set up incorrectly, Stiddle won’t be able to track and identify your customers - resulting in inaccurate ad tracking.

At any point during setup you face issues or have questions with setup, please don’t hesitate to [<u>contact</u>](https://www.stiddle.com/contact) one of our support team members - we’re here to help!

**Getting Started**

To find your Stiddle Pixel, select the workspace you want to enable and set up the pixel for. Once selected, navigate to the left hand navigation, select “Settings” and select “Pixel”.

<img alt="Screenshot2024 02 27at7 28 09PM 8v6py Dro" />

Start by copying the “Base Code” of the Stiddle Pixel and navigate to your Shopify store dashboard. Select “Online Store” from the left hand navigation, then navigate to “Themes”. Select the three dot menu, then select “Edit Code”.

<img alt="0 Screen+shot+2023 06 27+at+3 44 14+PM 775db05b 09dd 47ac B77b 876c89bac7d8 M3zgd 7W" />

Once in the Shopify code editor, navigate to the left hand menu and select “theme.liquid” - this is stored under the “layout” folder. 

Scroll down to the bottom of the page and paste your copied Stiddle Pixel code into the file right above the closing \</body> tag.

<img alt="0 Screen+shot+2023 06 27+at+3 44 39+PM 2dbf5cd0 1d4c 4e1c A785 Be06dd66a110 Au Am MQCI" />

Make sure to save your changes.

Navigate back to your Stiddle Pixel settings, copy the “Conversion Code” - from step 2. 

<img alt="Screenshot2024 02 27at7 29 04PM Fpek6zq G" />

Go back into your Shopify dashboard, select “Settings” - found on the left hand navigation. Then select the “Checkout” tab. 

<img alt="0 Screen+shot+2023 06 27+at+3 45 36+PM 23e2e944 F93e 40e4 8536 D462fa8426f0 2BWMSJKC" />

<img alt="0 Screen+shot+2023 06 27+at+3 45 54+PM 9327f9dc Cdf6 44f1 9565 1e4a8acc4881 Mp K4lykh" />

Scroll down to the “Order Status Page” section and paste your Stiddle Pixel Conversion Code, under “Additional Scripts”.

Select “Save” to save your changes.

<img alt="0 Screen+shot+2023 06 27+at+3 46 21+PM Bfadd516 F042 48b0 8f8e Afe05c8a3589 8g Ph Qm Rb" />

That’s it! Your Stiddle Pixel is not installed on your Shopify store. To verify it is working and installed correctly, navigate back to your Stiddle Pixel settings page to see if the pixel status is set to “Pixel Active”. 

**Important** Please note that the Stiddle Pixel status will only change to active status after it has identified a new visitor on your Shopify store. To test this, go into an incognito or private browser and visit your Shopify store and click around to a few pages. Navigate back to your Stiddle Pixel settings, refresh the page, and check to see if the status is now set to active.

If you are unsure of which Shopify store you have connected to Stiddle and want to see where the traffic is coming from, select the “Pixel Status” button to find more information on the status and troubleshooting.

<img alt="Screenshot2024 02 27at7 30 03PM H Ect3x1l" />

<img alt="Screenshot2024 02 27at7 30 30PM J B6qqz U3" />

### **Connecting Shopify to Stiddle**

Connect Shopify to Stiddle to start syncing your Shopify data for a single source of truth with purchase tracking, attribution, identity resolution, and analytics. 

<iframe title="YouTube video player" />

**Connecting The Shopify App**

To connect Shopify, select the workspace you want to connect to. Once selected, navigate to the workspace settings and select “Connectors”. 

Select “Sales Channels”, find Shopify, then select “Connect To Stiddle”. 

<img alt="Screenshot2024 02 27at6 18 55PM 8i Sn I2rl" />

Paste your Shopify store URL, this is the URL Shopify provides you when creating a new Shopify store - this is NOT your custom domain.

Not Correct:

```
mystore.com
```

Correct:

```
mystore.myshopify.com
```

Follow the instructions on the screen to complete the integration with Shopify and Stiddle. Make sure to provide access to all of the required permissions requested by Stiddle.

**Syncing Past Customer Orders**

Next you'll need to sync all of your previous order data from Shopify, there are a few ways to accomplish this. Shopify stores with large order history (over 2,000 orders) will need to upload orders manually using a CSV \~ see method two below. If you have less than 2,000 orders in your Shopify store, method one will sync automatically without the need for any manual CSV upload. We don't recommend skipping this step, skipping this step will restrict the use of Shopify metrics in your Analytics Dashboards and Profiles.

1. **Syncing Past Customer Orders - Under 2,000 Orders**

\<GIF>

2. **Uploading Past Customer Orders Using CSV - Over 2,000 Orders**

<iframe title="YouTube video player" />

**Setting Up Order Return Tracking**

Use Stiddle's refund webhook to track Shopify order returns in Stiddle. This allows you to track and update refunds in Stiddle Profiles. Stiddle will also automatically calculate ROAS, CV, net profit, and other attribution related metrics using the refund webhook. The refund webhook is very easy to setup with Shopify. Follow the  below video for setup instructions. 

\<GIF 2>

**Important Note** Please note that only one Shopify store can be connected per Workspace. If you need to track additional Shopify stores, please create a new workspace then connect and set up Shopify tracking accordingly.

**Re-syncing Shopify** At anytime you can re-sync Shopify data with Stiddle, without disconnecting the integration. Remember that when re-syncing your Shopify data, Stiddle will begin to re-sync all of your previous order history. Sync times vary depending on the amount of data.

Stiddle syncs with Shopify on a daily basis, in addition to syncing new data when your browser is refreshed. This prevents the need for frequent manual re-syncs. That being said, we don't recommend doing this often. 

<img alt="Screenshot2024 02 27at6 46 44PM I7d9f9m W" />


# How to Setup the Stiddle Pixel
Source: https://help.stiddle.com/en/category/stiddle-pixel-tracking-and-attribution/article/how-to-setup-the-stiddle-pixel-for-your-e-commerce-store

Select an article below to learn how to setup the Stiddle Pixel Script with your website, application, or e-commerce store.

## Standard Website

If you are using Stiddle with a custom website that's NOT for e-commerce, please refer to the following article to setup the Stiddle Pixel:

<Card title="How to connect and setup a custom website with Stiddle" icon="file-lines" />

If you are using Stiddle with a Webflow website that's NOT for e-commerce, please refer to the following article to setup the Stiddle Pixel:

<Card title="How to connect and setup Webflow with Stiddle" icon="file-lines" />

***

## E-commerce Platforms

If you are using Shopify, please refer to the following article to setup the Stiddle pixel:

<Card title="How to connect and setup Shopify with Stiddle" icon="file-lines" href="https://help.stiddle.com/en/category/stiddle-pixel-tracking-and-attribution/article/how-to-setup-and-install-the-stiddle-pixel-with-your-shopify-store" />

If you are using Shopify with Customer Events, please refer to the following article to set up the Stiddle pixel to capture customer events:

<Card title="Stiddle Pixel with Shopify 2.0 Customer Events" icon="file-lines" href="https://help.stiddle.com/en/category/stiddle-pixel-tracking-and-attribution/article/stiddle-pixel-with-shopify-20-checkout-setup-using-customer-events" />

If you are using a Next.js headless Shopify store, please refer to the following article to set up the Stiddle pixel to capture customer events:

<Card title="Stiddle Pixel with Next.js Headless Shopify Store" icon="file-lines" href="https://help.stiddle.com/en/category/stiddle-pixel-tracking-and-attribution/article/stiddle-pixel-with-shopify-20-checkout-setup-using-customer-events" />

If you are using Woocommerce, please refer to the following article:

<Card title="How to connect and setup Woocommerce with Stiddle" icon="file-lines" href="https://help.stiddle.com/en/category/data-connectors/article/how-to-connect-and-setup-woocommerce-with-stiddle" />

If you are using Magento, please refer to the following article:

<Card title="How to connect and setup Magento with Stiddle" icon="file-lines" />

If you are using BigCommerce, please refer to the following article:

<Card title="How to connect and setup BigCommerce with Stiddle" icon="file-lines" />

If you are using a custom website or e-commerce store, please refer to the following article:-

<Card title="How to connect and setup a custom e-commerce store with Stiddle" icon="file-lines" />

## Custom Applications & Mobile Apps

If you are using a custom application or mobile app, please contact support to setup the Stiddle pixel:

<Card title="Stiddle Pixel For Mobile Apps & Web Applications" icon="phone" href="https://stiddle.com/contact-us" />


# UTM Tracking - Everything You Need To Know In Stiddle
Source: https://help.stiddle.com/en/category/stiddle-pixel-tracking-and-attribution/article/setting-up-utms-for-ad-tracking-with-stiddle-google-ads-and-facebook-ads

Standardize your UTM parameters across ad platforms and other channels so Stiddle can attribute every click.

Consistent UTMs let Stiddle tie ad spend, campaigns, and creatives to conversions without relying on platform IDs alone.

## Skip to a specific section or begin scrolling

<Card title="Meta Ads" icon="meta" href="#meta-facebook-ads">
  Learn More
</Card>

<Card title="Google Ads" icon="google" href="#google-ads">
  Learn More
</Card>

<Card title="Combining UTMs - Adding Stiddle UTMs to Existing UTMs" icon="link" href="#combining-utms-adding-stiddle-utms-to-existing-utms">
  Learn More
</Card>

<Card title="ChatGPT" icon="openai" href="#chatgpt">
  Learn More
</Card>

<Columns>
  <Card title="Microsoft Ads (Bing)" icon="microsoft" href="#microsoft-ads-bing" />

  <Card title="TikTok Ads" icon="tiktok" href="#tiktok-ads" />

  <Card title="LinkedIn Ads" icon="linkedin" href="#pinterest-ads" />
</Columns>

<Columns>
  <Card title=" Twitter / X Ads" icon="twitter" href="#twitter-/-x-ads" />

  <Card title="Pinterest Ads" icon="pinterest" href="#company-profiles" />

  <Card title="Snapchat Ads" icon="snapchat" href="#snapchat-ads" />
</Columns>

<Columns>
  <Card title="YouTube Ads" icon="youtube" href="#youtube-ads" />

  <Card title="AdRoll" icon="ad" href="#adroll" />

  <Card title="StackAdapt" icon="ad" href="#stackadapt" />
</Columns>

<Columns>
  <Card title="MNTN" href="#mntn" />

  <Card title="Klaviyo" href="#klaviyo" />

  <Card title="MailChimp" href="#mailchimp" />
</Columns>

<Columns>
  <Card title="ActiveCampaign" href="#activecampaign" />

  <Card title="Customer.Io" href="#customer-io" />

  <Card title="HubSpot" href="#hubspot" />
</Columns>

<Columns>
  <Card title="SMS (Twilio or Generic)" href="#sms-twilio-or-generic" />

  <Card title=" Google Organic" href="#google-organic" />

  <Card title="LinkedIn Organic" href="#linkedin-organic" />
</Columns>

***

## Recommended UTM schema for Custom Channels

<Note>
  **Important** Use this structure below only for non-Google Ads or Meta (Facebook) Ads. Stiddle tracks Google and Meta Ads using a different structure. Read more below.
</Note>

| Parameter | Example value | Notes |
| - | - | - |
| `utm_source` | `bing`, `pinterest`, `tiktok` | Lowercase, channel-based. |
| `utm_medium` | `paid_social`, `paid_search` | Match your reporting taxonomy. |
| `utm_campaign` | `2025-q1-prospecting` | Human-readable name or campaign ID. |
| `utm_content` | `video_a_cp15` | Creative or placement ID. |
| `utm_term` | `{{keyword}}` | Use for search keywords or audience names. |

***

## Testing UTMs

* Use the **Natvie Ad Platform** and add the column **UTM Parameter / Tracking Template** to see if the Stiddle UTMs have been added.
* Check **Attribution Table → Columns → UTM columns / Tracking Template** to ensure values populate within minutes.

***

## Maintenance tips

* Update the templates whenever you rename campaigns; consistent casing prevents duplicate rows.
* Keep a shared spreadsheet of taxonomy rules so agencies and internal teams stay aligned.

***

## Combining UTMs - Adding Stiddle UTMs to Existing UTMs

**Adding the Stiddle UTM parameters to an ad with existing UTM parameters (both Google Ads, Facebook Ads, and others)**

If you are already using UTM parameters in your ad’s Tracking Template, you can simply add the following parameters to the end of your existing UTM parameter URL.

To append new parameters to the end of your existing UTM parameter URL, simply add an “&” then add the new parameter. Here’s an example:

Existing UTMs in place:

```text theme={null}
{lpurl}?utm_source=google&utm_keyword=advertiser
```

Stiddle UTM Tracking:

```text theme={null}
{lpurl}?st_source=google&st_medium=paid&st_campaign={{campaignId}}&st_content={{adGroupId}}&st_term={{keyword}}&gadid={{creative}}
```

Combined:

```text theme={null}
{lpurl}?utm_source=google&utm_keyword=advertiser&st_medium=paid&st_campaign={{campaignId}}&st_content={{adGroupId}}&st_term={{keyword}}&gadid={{creative}}
```

<Note>
  **Important** Please note that you should not use the name parameter twice in the same URL. For example if you are combining the Stiddle UTM parameters to an existing UTM parameter URL and they both have the same parameter such as utm\_campaign=myfavoritecampaign and the Stiddle UTM parameter, utm\_campaign=campaignId Stiddle will not be able to identify which parameter is a priority. In this case, please rename your existing parameter or simply add a “1” to the end of your existing (non-stiddle) parameter name.We recommend using the UTM parameter strings listed above that contain “st\_” to avoid issues like this. We’ve built our own version of “utm\_” to prevent issues with existing UTM parameters you may already be using. Using “st\_” ensures Stiddle is tracking every parameter string correctly, without interference.
</Note>

***

# UTM Tracking Templates by Platform

**(Copy & Paste Guide)**

All templates assume your destination URL is referenced as `{lpurl}` (or equivalent final URL field in each platform).

## Meta (Facebook) Ads

1. Navigate to **Data → UTM Manager**.
2. Copy the UTM listed (same one as below):

   ```
   ?st_source=facebook&st_campaign={{campaign.id}}&st_adset={{adset.id}}&st_adid={{ad.id}}
   ```
3. Apply account-wide and on every ad that you want to track, so every ad inherits the same format and is not missed by Stiddle.
4. **Important** Please note that if your ads do not contain the following tracking parameters, Stiddle may not be able track and attribute your ads accurately. Make sure to double check each UTM after setting up.

**Adding the UTM Parameters manually within Facebook**

When using Facebook Ads Manager, every ad you create or modify includes a Tracking section. Within this section, you’ll find a text field labeled “URL Parameters” where you can insert tracking parameters. For effective Pixel tracking, it’s essential to include our recommended tracking parameters in this field for each ad you wish to track. To streamline the process, you also have the option to edit multiple ads simultaneously on Facebook, eliminating the need to perform this task individually.

Navigate to your Facebook Ads Manager account, either select an existing ad to edit or create an ad.

Scroll down to the “Tracking” section, and paste your copied UTM parameter in the “URL Parameters” field within the Facebook ad.

Simply select “Publish” in the bottom right corner. That’s it, you’re all set!

<Note>
  **Important** Please note that when updating the URL with your UTM parameter, your ad will go into “processing” status. When in this “processing” status, Facebook may stop spend on your ads - this can take up to one hour until your ads become live again. In some rare cases, updating the ad with a UTM parameter may cause Facebook to reset the ad’s social proof and may cause it to go back into the “learning phase”.
</Note>

**Verifying that UTM parameters are setup correctly on my ads**

You can quickly verify that your UTM parameters are set up correctly on your ads using the Ads Manager. Go to your Facebook Ads Manager, then navigate to the Ads tab.

Simply select the “View Setup” toggle switch. You should now see a list of which ads have UTM parameters properly set up under the column “URL Parameters”. If an active ad doesn’t have a UTM parameter setup it will remain blank, if this is the case simply repeat the above process to add your UTM parameter to that ad.

If you do not see the “URL parameter” column in your ads manager after selecting “View Setup”, select the “Columns: Setup” button, scroll down and select the “Customize Columns” button.

From here, you will be able to select the columns you want to see in your Ads Manager. Simply search for “URL Parameter”, select, and click the “Apply” button at the bottom of the window. You should now see all of your UTM parameters listed for each ad.

***

## Google Ads

1. Navigate to **Data → UTM Manager**.
2. Copy the UTM listed (same one as below):

   ```
   {lpurl}?st_source=google&st_medium=paid&st_campaign={{campaignId}}&st_content={{adGroupId}}&st_term={{keyword}}&st_adid={{creative}}
   ```
3. Apply account-wide and on every ad that you want to track, so every ad inherits the same format and is not missed by Stiddle.

With Stiddle, there is also an option to auto-append UTMs with one click from Stiddle (for Google only). However, this may replace any existing UTMs you currently have, we highly recomened doing this process manually.

**Setting up UTM parameters for Google Ads**

<Note>
  **Important**  Please note that to set up UTM Parameters within a Google Ads account, you will need to have user or admin privileges to the ad account. A manager account (MCC) is also acceptable as long as you have access to the ad account.
</Note>

If you are not currently using any existing UTM parameters in your Google ads that you’d like to track using Stiddle, this is the easiest way to set up your UTM parameter tracking.

Login to your Stiddle account, select the workspace you’d like to start tracking, then navigate to your left hand menu and select “UTM Manager”.

Select “Google Ads” from the top menu - you should now see your UTM parameter displayed for Google Ads. Simply copy the UTM parameter by clicking “Copy UTM”.

**Recommended Stiddle UTMs For Google Ads**

You can also copy the UTM parameter string from above. We recommend using the first UTM parameter string with “st\_”. We’ve built our own version of “utm\_” to prevent issues with existing UTM parameters you may already be using. Using “st\_” ensures Stiddle is tracking every parameter string correctly, without interference. 

**Where to manually add the UTM Parameters in Google**

When setting up your UTM parameters within Google Ads, make sure to follow ALL of the following steps. If a parameter is missing or a UTM is in the wrong place, Stiddle may not track and attribute your ads accurately. There are three places to add the Stiddle UTM Parameters within your Google Ads account.

**Step 1: Adding UTM Parameters to Account Settings**

Go to your **Google Ads account**, then navigate to the left hand menu and select “Account Settings”. This is found under the “Settings” menu tab.

Navigate to the “Tracking” section, click to expand.

Paste the Stiddle Google Ads UTM parameter. This is found above (and below) or copied from the Stiddle UTM manager page within your Stiddle workspace. Select save.

You can also copy from here:

```text theme={null}
{lpurl}?st_source=google&st_medium=paid&st_campaign={{campaignId}}&st_content={{adGroupId}}&st_term={{keyword}}&st_adid={{creative}}
```

You’re all setup for your Google Account. Now you’ll need to add the Stiddle UTM parameters to your Campaign Settings. Proceed to the next step, “Campaign Settings”.

**Step 2: Adding UTM Parameters to Campaign Settings**

Navigate to the left hand menu and select “Campaign Settings”. This is found under the “Settings” menu tab.

Next, select (using the checkbox selector) all campaigns (top checkbox) or select the specific campaigns you want Stiddle to track.

Select the “Edit” dropdown, then scroll down and select “Change tracking templates”.

Paste the Stiddle Google Ads UTM parameter. This is found above (and below) or copied from the Stiddle UTM manager page within your Stiddle workspace. Select save.

You can also copy from here:

```text theme={null}
{lpurl}?st_source=google&st_medium=paid&st_campaign={{campaignId}}&st_content={{adGroupId}}&st_term={{keyword}}&st_adid={{creative}}
```

**Step 3: Adding UTM Parameters to AdGroups**

Navigate to the left hand menu and select “AdGroups”.

Next, select (using the checkbox selector) all ad groups (top checkbox) or select the specific ad groups you want Stiddle to track.

Select the “Edit” dropdown, then scroll down and select “Change tracking templates”.

Paste the Stiddle Google Ads UTM parameter. This is found above (and below) or copied from the Stiddle UTM manager page within your Stiddle workspace. Select save.

You can also copy from here:

```text theme={null}
{lpurl}?st_source=google&st_medium=paid&st_campaign={{campaignId}}&st_content={
```

***

## Microsoft Ads (Bing)

✅ Supports dynamic **campaign, ad group, and keyword names**

### Template

```
{lpurl}?utm_source=bing&utm_medium=cpc&utm_campaign={Campaign}&utm_term={AdGroup}&utm_content={Keyword}
```

### Example

```
https://example.com?utm_source=bing&utm_medium=cpc&utm_campaign=brand-search&utm_term=attribution&utm_content=stiddle
```

***

## TikTok Ads

✅ Uses TikTok’s double-underscore macros

### Template

```
{lpurl}?utm_source=tiktok&utm_medium=cpc&utm_campaign=__CAMPAIGN_NAME__&utm_term=__AID_NAME__&utm_content=__CID_NAME__
```

### Example

```
https://example.com?utm_source=tiktok&utm_medium=cpc&utm_campaign=ugc-test&utm_term=interest-founders&utm_content=creator-01
```

***

## LinkedIn Ads

✅ Supports dynamic **names** (ALL CAPS macros)

### Template

```
{lpurl}?utm_source=linkedin&utm_medium=cpc&utm_campaign={{CAMPAIGN_NAME}}&utm_term={{AD_SET_NAME}}&utm_content={{AD_NAME}}
```

### Example

```
https://example.com?utm_source=linkedin&utm_medium=cpc&utm_campaign=enterprise-saas&utm_term=revops-directors&utm_content=carousel-2
```

***

## Twitter / X Ads

⚠️ Does **not** reliably support names — use **IDs**

### Template

```
{lpurl}?utm_source=twitter&utm_medium=cpc&utm_campaign={{campaign_id}}&utm_term={{line_item_id}}&utm_content={{creative_id}}
```

### Example

```
https://example.com?utm_source=twitter&utm_medium=cpc&utm_campaign=19283746&utm_term=56473829&utm_content=99887766
```

***

## Pinterest Ads

✅ Supports dynamic **campaign, ad group, and ad names**

### Template

```
{lpurl}?utm_source=pinterest&utm_medium=cpc&utm_campaign={campaign_name}&utm_term={adgroup_name}&utm_content={ad_name}
```

### Example

```
https://example.com?utm_source=pinterest&utm_medium=cpc&utm_campaign=retargeting&utm_term=site-visitors&utm_content=pin-variation-a
```

***

## Snapchat Ads

⚠️ Mostly **ID-based** (names not guaranteed)

### Template

```
{lpurl}?utm_source=snapchat&utm_medium=cpc&utm_campaign={{campaign_id}}&utm_term={{ad_squad_id}}&utm_content={{ad_id}}
```

### Example

```
https://example.com?utm_source=snapchat&utm_medium=cpc&utm_campaign=445566&utm_term=778899&utm_content=112233
```

***

## YouTube Ads

(Managed via Google Ads → ValueTrack)

### Template

```
{lpurl}?utm_source=youtube&utm_medium=cpc&utm_campaign={campaignid}&utm_term={adgroupid}&utm_content={creative}
```

### Example

```
https://example.com?utm_source=youtube&utm_medium=cpc&utm_campaign=555666777&utm_term=999888777&utm_content=444333
```

***

## AdRoll

✅ Supports campaign, ad group, and creative names

### Template

```
{lpurl}?utm_source=adroll&utm_medium=cpc&utm_campaign={campaign_name}&utm_term={adgroup_name}&utm_content={ad_name}
```

### Example

```
https://example.com?utm_source=adroll&utm_medium=cpc&utm_campaign=site-retargeting&utm_term=30-day&utm_content=static-banner-1
```

***

## StackAdapt

⚠️ IDs recommended for consistency

### Template

```
{lpurl}?utm_source=stackadapt&utm_medium=cpc&utm_campaign={campaign_id}&utm_term={line_item_id}&utm_content={creative_id}
```

### Example

```
https://example.com?utm_source=stackadapt&utm_medium=cpc&utm_campaign=321654&utm_term=987123&utm_content=456789
```

***

## MNTN

⚠️ ID-first platform

### Template

```
{lpurl}?utm_source=mntn&utm_medium=cpc&utm_campaign={campaign_id}&utm_term={audience_id}&utm_content={creative_id}
```

### Example

```
https://example.com?utm_source=mntn&utm_medium=cpc&utm_campaign=908172&utm_term=665544&utm_content=332211
```

***

# Lifecycle & CRM Platforms

***

## Klaviyo

### Template

```
{lpurl}?utm_source=klaviyo&utm_medium=email&utm_campaign={{campaign.name}}&utm_content={{message.name}}
```

### Example

```
https://example.com?utm_source=klaviyo&utm_medium=email&utm_campaign=welcome-series&utm_content=email-1
```

***

## Mailchimp

### Template

```
{lpurl}?utm_source=mailchimp&utm_medium=email&utm_campaign=*|CAMPAIGN_TITLE|*&utm_content=*|LINK|*
```

### Example

```
https://example.com?utm_source=mailchimp&utm_medium=email&utm_campaign=monthly-newsletter&utm_content=cta-button
```

***

## ActiveCampaign

### Template

```
{lpurl}?utm_source=activecampaign&utm_medium=email&utm_campaign=%CAMPAIGNNAME%&utm_content=%LINKNAME%
```

### Example

```
https://example.com?utm_source=activecampaign&utm_medium=email&utm_campaign=product-update&utm_content=learn-more
```

***

## [Customer.io](http://Customer.io)

### Template

```
{lpurl}?utm_source=customer.io&utm_medium=email&utm_campaign={{campaign.name}}&utm_content={{message.name}}
```

### Example

```
https://example.com?utm_source=customer.io&utm_medium=email&utm_campaign=trial-nudge&utm_content=day-3
```

***

## HubSpot

### Template

```
{lpurl}?utm_source=hubspot&utm_medium=email&utm_campaign={{campaign.name}}&utm_content={{cta.name}}
```

### Example

```
https://example.com?utm_source=hubspot&utm_medium=email&utm_campaign=q1-launch&utm_content=request-demo
```

***

## SMS (Twilio or Generic)

### Template

```
{lpurl}?utm_source=twilio&utm_medium=sms&utm_campaign={Campaign}&utm_content={MessageName}
```

### Example

```
https://example.com?utm_source=twilio&utm_medium=sms&utm_campaign=promo-blast&utm_content=shortlink
```

***

# Organic & Referral

***

## Google Organic

```
https://example.com?utm_source=google&utm_medium=organic&utm_campaign=seo
```

***

## LinkedIn Organic

```
https://example.com?utm_source=linkedin&utm_medium=organic&utm_campaign=organic-post
```

***

## ChatGPT

```
https://example.com?utm_source=chatgpt&utm_medium=referral&utm_campaign=ai-discovery
```

***

# Final Notes

* **Do not mix names and IDs within the same platform**
* Paid traffic must always include `utm_medium=cpc` or `utm_medium=cpc`
* Email must always include `utm_medium=email`
* Direct traffic should **not** include UTMs


# Setup Stiddle Pixel with a Next.js headless Shopify store
Source: https://help.stiddle.com/en/category/stiddle-pixel-tracking-and-attribution/article/setup-stiddle-pixel-with-a-nextjs-headless-shopify-store

Instrument a custom frontend while still capturing Shopify checkout events.

If you need support or have any questions, please [reach out to support](https://www.stiddle.com/contact). We're here to help!

In this tutorial, we'll walk you through setting up the Stiddle Pixel for tracking with a headless Shopify Store that uses NextJS as the store frontend.

## Step 1 - Get Stiddle Pixel

Navigate to settings screen, select the pixel tab, and click 'Copy Pixel Code' under 'Stiddle Pixel for Shopify'.

If the code is successfully copied to your clipboard, you should see a toaster on the top right of your screen like this:

## **Step 2 - Setup the Non-Checkout Pages**

There are three ways to integrate the Stiddle Pixel with a NextJS store. **We strongly suggest opting for method #1 as the primary choice.**

Method #2 should only be considered if method #1 fails to function properly.

Method #3 should only be considered if method #1 and method #2 fails to function properly.

**You only need to implement any of the three methods.**

### **Method #1 (Recommended)**

1. Locate your base layout file. Using the NextJS 14 recommended layout above - you can locate the layout.js file (or layout.tsx if you're using ts) within your frontend repository. This file should be found within src folder -> app folder -> layout.js\
   \
   Alternatively, you can also locate a page like \_app.tsx or \_app.js within the pages folder that can be found with src folder -> pages folder -> \_app.tsx
2. Import Head from 'next/head' and create a \<Head>\<Head/> tag pair above component like the example below.

```
import '../styles/global.css';
import Head from 'next/head';

import type { AppProps } from 'next/app';

const MyApp = ({ Component, pageProps }: AppProps) => {
  return (
  <>
    <Head>
    </Head>
    <Component {...pageProps} />
  </>)
};

export default MyApp;
```

3. Then create a div tag and use dangerouslySetInnerHTML to create the following code snippet:

```
<div dangerouslySetInnerHTML={{__html: `PASTE YOUR PIXEL CODE HERE`}} />
```

Add the above pixel code from your clipboard to within the \<Head>\</Head> tag, when you're done, it should look like below:

```
import '../styles/global.css';
import Head from 'next/head';

import type { AppProps } from 'next/app';

const MyApp = ({ Component, pageProps }: AppProps) => {
  return (
  <>
    <Head>
      <div
        dangerouslySetInnerHTML={{__html: `<script type="text/javascript" defer src='//tracking.stiddlepixel.com/' id="stiddle-script" apiKey="YOUR API KEY"></script>`}}
      />
    </Head>
    <Component {...pageProps} />
  </>)
};

export default MyApp;
```

### **Method #2 - Use public/static (Recommended Fallback)**

1. Create a folder for your static files in :

`<root>/public/static/script.js`

2. Then, in the index.js at `<root>/pages/index.js `, paste the script in between the \<Head /> tags.

```
import Head from 'next/head';
import MyAwesomeComponent from '../components/mycomponent';

export default () => (
  <div>
    <Head>
      <script type="text/javascript" defer src='//tracking.stiddlepixel.com/' id="stiddle-script" apiKey="YOUR API KEY"></script>
    </Head>
    <MyAwesomeComponent />
  </div>
)
```

### **Method #3 - Modify Root Layout (Less Recommended Fallback)**

Next.js uses a root layout component to wrap all pages. We'll modify this component to include the Stiddle Pixel script.

### **Step 1: Convert the Stiddle Pixel into a NextJS Script Component**

Let's start with the original script tag you want to convert:

`<script type="text/javascript" defer src="//tracking.stiddlepixel.com/" id="stiddle-script" apiKey="SOME API KEY"></script>`

### **1. Identify the Attributes of the Script Tag**

The original script tag has several attributes:

* type="text/javascript"
* defer
* src="//tracking.stiddlepixel.com/"
* id="stiddle-script"
* apiKey="SOME API KEY"

### **2. Install Next.js Script Component**

Next.js provides a `Script` component to manage script loading. First, ensure you have Next.js installed and set up.

### **3. Import the Script Component**

In the file where you want to include the script (typically `_app.js` or `_app.tsx`), import the `Script` component from `next/script`.

Add `import Script from 'next/script';` to the top of your file.

### **4. Use the Script Component**

Replace the traditional script tag with the `Script` component from Next.js.

1. Replace src attribute. Use the src prop.
2. Replace 'id' attribute. Use the id prop.
3. Set 'strategy' prop. Use `strategy="lazyOnload"` to defer loading.
4. Embed the `apiKey` as a query parameter in the `src` URL.

```
<Script
  src="//tracking.stiddlepixel.com/?apiKey=YOUR API KEY"
  id="stiddle-script"
  strategy="lazyOnload"
/>
```

5. Add the Script tag we created before the closing body tag in \_app.js

```
// pages/_app.js
import React from 'react';
import { ConfigProvider } from 'antd';
import Script from 'next/script';
import AntdRegistry from '../components/AntdRegistry'; // Adjust the import path as necessary

export default function MyApp({ Component, pageProps }) {
  return (
    <html lang="en">
      <body>
        <div>
          <AntdRegistry>
            <ConfigProvider>
              <Component {...pageProps} />
            </ConfigProvider>
          </AntdRegistry>
        </div>
         <Script
            src="//tracking.stiddlepixel.com/?apiKey=YOUR API KEY"
            id="stiddle-script"
            strategy="lazyOnload"
          />
      </body>
    </html>
  );
}
```

## **Step 3 - Setup the checkout page**

If you are using customer events, refer to [<u>this</u>](https://web.archive.org/web/20250712004135/https://help.stiddle.com/en/category/stiddle-pixel-tracking-and-attribution/article/stiddle-pixel-with-shopify-20-checkout-setup-using-customer-events) guide.

If you're currently utilizing checkout.liquid in conjunction with extra checkout script, it's recommended to shift to customer events with the provided instructions, as Shopify will be phasing out the extra checkout script by August 2024.

## **Step 4 - Test your store to confirm that Stiddle is tracking properly.**

### **1. Run Your Next.js Application**

Start your Next.js application using the following command: `npm run dev`

Open your browser and navigate to the URL where your application is running (e.g., `http://localhost:3000 or your real domain if changes have been published`).

### **2. Open Developer Tools**

Right-click anywhere on the page and select "Inspect" or press Ctrl+Shift+I for Windows and Linux or Cmd+Option+I for Mac to open the browser developer tools.

### **3. Go to the Network Tab**

In the Developer Tools, click on the "Network" tab. This tab allows you to see all network requests made by the page.

### **4. Filter Network Requests**

1. In the "Network" tab, locate the "Filter" box.
2. Type 'track' in the filter box to narrow down the list of network requests to only those that contain "track" in the URL. This helps you find the Stiddle Pixel's tracking calls.

### **5. Check the Network Request**

1. Look for a network request to 'api.stiddle.com/api/v1/contacts/track'. The filtered results should help you identify this request quickly.
2. Click on this request to view its details.

### **6. Verify the Response**

1. In the details pane for the network request, check the "Status" column.
2. Ensure the status code is '201 Created', indicating a successful request.

### **7. Inspect Response Details**

1. After clicking on the network request, a new pane will show detailed information about the request.
2. Optionally, check the profiles section of the platform to verify that your request has been saved correctly in our database.

## **Conclusion**

And that's it. By following these steps, you can ensure the Stiddle Pixel script is properly implemented and successfully making tracking calls in a NextJS headless Shopify store setup.

For more information or assistance, contact Stiddle support.


# Stiddle Pixel with Shopify 2.0 checkout (Customer Events)
Source: https://help.stiddle.com/en/category/stiddle-pixel-tracking-and-attribution/article/stiddle-pixel-with-shopify-20-checkout-setup-using-customer-events

Install the pixel using Shopify’s Customer Events framework now that Additional Scripts is deprecated.

This doc is coming soon. Our documentation is currently undergoing maintenance. If you need support or have any questions, please [reach out to support](https://www.stiddle.com/contact). We're here to help!


# Updating Facebook UTMs without losing social proof
Source: https://help.stiddle.com/en/category/stiddle-pixel-tracking-and-attribution/article/updating-facebook-utms-without-losing-social-proof

Updating your UTMs doesn't have to mean losing your valuable insights.

This doc is coming soon. Our documentation is currently undergoing maintenance. If you need support or have any questions, please [reach out to support](https://www.stiddle.com/contact). We're here to help!


# Stiddle Updates
Source: https://help.stiddle.com/en/category/whats-new-1/article/july



<Update label="March 2026">
  ## March 2026

  **Notable Releases:** Save reports to dashboards, major improvements in query speed, UI Improvements for campaign table, campaign table pin rows

  **Platform Updates:**

  1. Increase in query speed
  2. Filter query improvements
  3. Improved UI in profiles activity
  4. Profiles activity search
  5. View details by widget

  **New Features:**

  1. Save custom report (insights, funnels, flows) widgets to dashboards
  2. Ability to apply override of filter, breakdown, date in dashboards
  3. Pin rows in campaign table
  4. Load up to 100 rows at a time
  5. New metric configurator UI for campaign table
  6. Filter by resulting numbers in insights reports
  7. New templates in dashboards
</Update>

<Update label="February 2026">
  ## February 2026

  **Notable Releases:** Launch of Insights Builder, Funnels Improvements

  **Platform Updates:**

  1. SQL viewer for Insights
  2. Improved filters profiles

  **New Features:**

  1. Insights Builder Launch - Major Feature
</Update>

<Update label="January 2026">
  ## January 2026

  **Notable Releases:** BigQuery Migration Phase 2, Custom Insights Query Builder

  **Platform Updates:**

  1. BigQuery migration completion
  2. Backend onboarding & capacity expansion
  3. Database-level sorting for UTM Manager
  4. Dashboard filter and date comparison infrastructure

  **New Features:**

  1. UTM Table production deployment
  2. Custom Insights / Report Builder
  3. Sankey start & end step selection
  4. UTM Manager optimized sorting (DB-level)
  5. Report date comparison feature
</Update>

<Update label="December 2025">
  ## December 2025

  **Notable Releases:** UTM Table Completion, Attribution Models for Goals

  **Platform Updates:**

  1. GCP migration planning

  **New Features:**

  1. First & Last Click models for CRM Goals
  2. Column persistence & sorting
  3. UTM Builder
  4. Unique vs All Clicks metrics
  5. AI attribution for all goals
  6. Sankey default attribution model
</Update>

<Update label="November 2025">
  ## November 2025

  **Notable Releases:** CRM Goal Conversion Values, UTM Attribution Table

  **Platform Updates:**

  1. Profile merge prioritization logic

  **New Features:**

  1. CRM conversion value attribution
  2. UTM Attribution Table
  3. Profile merge logs
  4. Deal & company filters
</Update>

<Update label="October 2025">
  ## October 2025

  **Notable Releases:** Salesforce & Zapier Launch, Goal Group Type, Custom Event Goal Type, Advanced Salesforce Object Mapping

  **Platform Updates:**

  1. WooCommerce script & integration improvments

  **New Features:**

  1. Zapier goals
  2. Custom event goals
  3. Goal grouping
  4. Salesforce multi-instance support
  5. Custom object mapping
</Update>

<Update label="September 2025">
  ## September 2025

  **Notable Releases:** Zapier integration, BigQuery Migration (Profiles & Events)

  **Platform Updates:**

  1. Warehouse region selection (EU/US)

  **New Features:**

  1. BigQuery-powered profile filters
  2. Event duplication protection
  3. Zapier integration groundwork
</Update>

<Update label="August 2025">
  ## August 2025

  **Notable Releases:** CRM Goal Types, SAML SSO, Fingerprinting Infrastructure improvments

  **Platform Updates:**

  1. Google & Meta API upgrades
  2. AWS Lambda memory tuning

  **New Features:**

  1. CRM goal attribution
  2. Deal stage filtering
  3. Device fingerprinting improved attributes
  4. Auth0 SSO (SAML/SCIM started)
</Update>

<Update label="July 2025">
  ## July 2025

  **Notable Releases:** Salesforce company and oppurtunity pages, Form Tracking Improvements, Cross-Domain Checkout, Performance Improvments

  **Platform Updates:**

  1. AWS SES email migration
  2. Queue performance tuning

  **New Features:**

  1. IP whitelisting
  2. Cross-domain cookie logic (enablment optional)
  3. Form tracking improvments
  4. Salesforce company and oppurtunity pages
</Update>

<Update label="June 2025">
  ## June 2025

  **Notable Releases:** Salesforce CRM Integration (Phase 1), Sankey Major Enhancements

  **Platform Updates:**

  1. BigQuery warehouse preparation
  2. HubSpot & Salesforce webhook groundwork

  **New Features:**

  1. Form & URL goals in Sankey/Funnels
  2. Sankey path highlighting
  3. Anonymous profile display logic
  4. CSV export improvements
</Update>

<Update label="May 2025">
  ## May 2025

  **Notable Releases:** Cross-Domain Tracking, Attribution Improvments, Auto-UTM for Google Ads

  **Platform Updates:**

  4. Google UTM auto-add backend

  **New Features:**

  1. Cross-domain checkout tracking
  2. Profile & audience export delivery
  3. Goal count filters
  4. Column save-state improvements
</Update>

<Update label="April 2025">
  ## April 2025

  **Notable Releases:** SQS Queue Infrastructure, Sankey & Funnel Filters, Linear Model Improvments

  **Platform Updates:**

  1. SQS deployed to production
  2. Optimization (RDS, ECS)

  **New Features:**

  1. Sankey URL event filters
  2. Funnel URL filters
  3. Linear model for URL goals
  4. Profile merging logic improvements
</Update>

<Update label="March 2025">
  ## March 2025

  **Notable Releases:** URL Goal Type, Dashboard Metrics Expansion, Profile Export, Webhooks

  **Platform Updates:**

  1. Google API reliability fixes
  2. Facebook API date selector changes

  **New Features:**

  1. URL goal type
  2. New dashboard metrics (New/Returning, LTV, Orders)
  3. Profile export enhancements
  4. Webhook integrations for custom commerce platforms
</Update>

<Update label="February 2025">
  ## February 2025

  **Notable Releases:** Magento Integration, New Metrics, Sankey Visualizer Improvements

  **Platform Updates:**

  1. Magento Cloud Commerce pixel
  2. Shopify script refinements
  3. Facebook & Google API stability fixes

  **New Features:**

  1. Magento event tracking (PV, ATC, Checkout, Purchase)
  2. Net MER & Net Sales metrics
  3. Sankey filter by page URL
  4. Profile pagination fixes
  5. Form submission validation improvements
</Update>

<Update label="January 2025">
  ## January 2025

  **Notable Releases:** Lead Generation & Form Tracking, Shopify API Upgrade, GTM Compatibility, Custom Attribution Metrics

  **Platform Updates:**

  1. Shopify API migrated to GraphQL
  2. Facebook API updated to v22
  3. Google API updates
  4. New logging system

  **New Features:**

  1. Auto-capture form tracking
  2. Custom conversion goals (forms)
  3. Form goal attribution metrics
  4. Automatic form scanner & property mapping
  5. Ability to disable form tracking
  6. GTM (Google Tag Manager) pixel compatibility
  7. Attribution goal graphs & widgets
  8. Campaign attribution goal modal

  <Frame>
    ![](https://storage.simplebase.co/buckets/YDVP2NMWLTNjjBpy6VmCKjYo89d2/uploads/Group%2012938-z8XPqWrg.png)
  </Frame>
</Update>

<Update label="December 2024">
  **Notable Releases:** Major New Feature Release- Visualizer (Customer Journeys + Funnels)

  **Platform Updates:**

  1. Audience LTV Improvements

  **New Features:**

  1. Major New Feature: Visualizer (Customer Journeys + Funnels)
  2. Sankey Flows: Identify Customer & Website Visitor Journeys In Aggregate 2. Funnels: Understand Drop-offs Between Steps In A Customer's Journey
  3. New Improved Dashboard UI & Nav Bar
</Update>

<Update label="November 2024">
  **Notable Releases:** Order Subscription Compatibility, New Webhooks

  **Platform Updates:**

  1. IP & Geolocation Improvements
  2. Shopify API Update
  3. Google API Updates
  4. Implemented ElastiCache
  5. Refund Webhook Improvements

  **New Features:**

  1. Reoccurring Order Subscription Compatibility
  2. Order Create Webhook
  3. Order Update Webhook
  4. Redact Webhook
</Update>

<Update label="October 2024">
  **Notable Releases:** New Filters, Pixel Script Improvements, Major Performance Improvements

  **Platform Updates:**

  1. Improvements to Pixel Script (optimized queries)
  2. Implemented Grafana K6 Load Testing Application
  3. DB Autoscale Improvements

  **New Features:**

  1. New Filters
  2. Product Name 2. Products Viewed 3. Product Checkout Started 4. Product Purchased
</Update>

<Update label="September 2024">
  **Notable Releases:** Compare Date Graphs, Audience LTV, Implemented Redis

  **Platform Updates:**

  1. Loading Improvements
  2. Updated Dashboard Templates
  3. Implemented Redis - Big Loading Improvement

  **New Features:**

  1. Graph Compare Date
  2. New Attribution Metrics
  3. Audience LTV Analysis
</Update>

<Update label="August 2024">
  **Notable Releases:** Smart Audiences, Klayvio Integration, MCC Account Compatibility 

  **Platform Updates:**

  1. MCC Account Compatibility
  2. Facebook Token Update
  3. Public Dashboard Improvements
  4. DB Migration

  **New Features:**

  1. Smart Audiences
  2. Klayvio Integration
</Update>


# Workspaces
Source: https://help.stiddle.com/en/category/workspaces



<Card title="Adding team members to workspaces - Permissions explained." icon="file-lines" href="/en/category/workspaces/article/adding-team-members-to-workspaces-permissions-explained">
  Adding team members to workspaces - Permissions explained.
</Card>

<Card title="How do I create a new workspace?" icon="file-lines" href="/en/category/workspaces/article/how-do-i-create-a-new-workspace">
  How do I create a new workspace?
</Card>

<Card title="How do I delete a workspace?" icon="file-lines" href="/en/category/workspaces/article/how-do-i-delete-a-workspace">
  How do I delete a workspace?
</Card>

<Card title="What is MUV? How do I check what my MUV usage is currently at?" icon="file-lines" href="/en/category/workspaces/article/what-is-muv-how-do-i-check-what-my-muv-usage-is-currently-at">
  What is MUV? How do I check what my MUV usage is currently at?
</Card>


# Adding team members to workspaces: permissions explained
Source: https://help.stiddle.com/en/category/workspaces/article/adding-team-members-to-workspaces-permissions-explained

Invite teammates, assign the right roles, and keep sensitive data locked down.

## Invite a user

1. Go to **Settings → Space Settings**.
2. Click **Invite space member** and enter their name + email.
3. Grant the product-specific permissions.
4. Send the invite; the user receives an email with a link to set their password or log in via SSO.

## Role overview

| -- | -- | -- | -- | -- |
| - | - | - | - | - |
| -- | ✅ | ❌ | ❌ | ❌ |
| -- | ✅ | -- | ❌ | ❌ |
| -- | ✅ | ✅ | ✅ (except owner transfer) | ✅ |
| -- | ✅ | ✅ | ✅ | ✅ |

## Removing access

* Click the user  → **Actions → Remove** to revoke immediately.

## Security best practices

* Enforce SSO for Admins and Billing Owners.
* Require contractors to use their company email; shared logins break audit trails.

Need to add the same person to multiple workspaces? Send an invite from each workspace—they can switch via the workspace picker in the app header.


# How do I create a new workspace?
Source: https://help.stiddle.com/en/category/workspaces/article/how-do-i-create-a-new-workspace

Spin up a workspace for a new brand, region, or client in a few steps.

This doc is coming soon. Our documentation is currently undergoing maintenance. If you need support or have any questions, please [reach out to support](https://www.stiddle.com/contact). We're here to help!


# How do I delete a workspace?
Source: https://help.stiddle.com/en/category/workspaces/article/how-do-i-delete-a-workspace

Remove an unused workspace and clean up its data safely.

This doc is coming soon. Our documentation is currently undergoing maintenance. If you need support or have any questions, please [reach out to support](https://www.stiddle.com/contact). We're here to help!


# What is MUV and how do I check my usage?
Source: https://help.stiddle.com/en/category/workspaces/article/what-is-muv-how-do-i-check-what-my-muv-usage-is-currently-at

Monitor Monthly Unique Visitors (MUV) so you stay within plan limits.

This doc is coming soon. Our documentation is currently undergoing maintenance. If you need support or have any questions, please [reach out to support](https://www.stiddle.com/contact). We're here to help!


# Welcome
Source: https://help.stiddle.com/index

Find advice and answers for everything

***

### Materials & Things To Know

<Card title="What is a CIP?" icon="file-lines" href="/en/category/getting-started/article/cip">
  Introducing Stiddle’s Composable Customer Intelligence Platform for GTM Teams
</Card>

<Card title="Everything To Know About Stiddle IRIS" icon="file-lines" href="/en/category/getting-started/article/iris">
  In this article you'll learn everything you need to know about Stiddle IRIS and how the technology powers a suite of Stiddle features.
</Card>

<Card title="Stiddle - Platform Screenshots [Ecom]" icon="file-lines" href="/en/category/getting-started/article/stiddle-platform-screenshots">
  Understand how Stiddle works with product screenshots and descriptions.
</Card>

<Card title="Stiddle - Platform Screenshots [Lead Gen]" icon="file-lines" href="/en/category/getting-started/article/stiddle-platform-screenshots-lead-gen">
  Understand how Stiddle works with product screenshots and descriptions.
</Card>

<Card title="Tutorial: Analytics, Reports, & Dashboards" icon="file-lines" href="https://help.stiddle.com/en/category/analytics-dashboards-and-reporting/article/tutorial-analytics-reports-and-dashboards">
  Learn everything about Stiddle analytics, reports, and dashboarding.
</Card>

### Categories

<Columns>
  <Card title="Getting Started & Setup" icon="play" href="/en/category/getting-started" />

  <Card title="Stiddle Pixel & Attribution" icon="code" href="/en/category/stiddle-pixel-tracking-and-attribution" />

  <Card title="Data Connectors" icon="plug" href="/en/category/data-connectors" />

  <Card title="Analytics & Reporting" icon="chart-column" href="/en/category/analytics-dashboards-and-reporting" />

  <Card title="Attribution" icon="table-layout" href="/en/category/campaign-manager" />

  <Card title="Profiles" icon="users" href="/en/category/profiles" />
</Columns>

### What's New?

<Columns>
  <Card title="Product Updates" icon="party-horn" href="/en/category/whats-new-1" />
</Columns>


# Salesforce integration guide
Source: https://help.stiddle.com/salesforce

Connect Salesforce, map CRM data, configure events and goals, and sync customer intelligence back to Salesforce.

Stiddle connects Salesforce customer and pipeline data with website activity, marketing touchpoints, identity resolution, and attribution. This guide explains how to connect Salesforce, map accounts, contacts and opportunities, configure CRM events, and return customer intelligence to Salesforce for sales and marketing workflows.

Use the partner authentication connector for a standard deployment. API, webhook, CSV and warehouse routes provide alternatives for custom architectures, historical imports or existing data pipelines. Select one authoritative ingestion route for each dataset and define any supplementary routes before loading data.

## Before you begin

Most deployments follow the standard path below. Alternative ingestion routes replace the connection step when Salesforce data already flows through middleware, a warehouse or file exports.

1. Plan scope and owners.
2. Connect Salesforce.
3. Map fields and properties.
4. Define events and goals.
5. Sync intelligence back.
6. Validate end to end.

## In this guide

* [Connection methods and deployment planning](#connection-methods-and-deployment-planning)
* [Requirements and Salesforce permissions](#requirements-and-salesforce-permissions)
* [Partner authentication connector](#partner-authentication-connector)
* [API integration](#api-integration)
* [Webhook integration](#webhook-integration)
* [CSV data import](#csv-data-import)
* [Warehouse connection](#warehouse-connection)
* [Data schema and field mapping](#data-schema-and-field-mapping)
* [CRM events and conversion goals](#crm-events-and-conversion-goals)
* [Syncing intelligence back to Salesforce](#syncing-intelligence-back-to-salesforce)
* [Validation and troubleshooting](#validation-and-troubleshooting)

## Connection methods and deployment planning

Choose the connection method based on where Salesforce data is available, who maintains the integration, and how quickly updates need to appear. Authentication authorizes a connection; it does not determine whether a particular dataset is read, written or collected in full.

<Frame>
  <img alt="Ingestion routes into Stiddle and the optional return path to Salesforce. Choose one authoritative route per dataset." />
</Frame>

| Method | Appropriate Use | Requirements | Important Limitation |
| - | - | - | - |
| Partner authentication | Standard Salesforce to Stiddle connection | Salesforce org domain, authorized user, approved OAuth access | Confirm objects, refresh cadence and backfill scope |
| API | Custom middleware or controlled extraction and delivery | Salesforce API access, approved Stiddle API contract, engineering owner | Customer or middleware owns pagination, retries and transformations |
| Webhooks | Send selected CRM changes as they occur | Salesforce automation, approved receiver URL and credential | Does not supply historical records by itself |
| CSV import | Historical backfill, migration or periodic manual load | Exported files, stable IDs, mapped columns | Snapshot imports cannot reconstruct missing stage history |
| Warehouse | Use Salesforce data already replicated into BigQuery or Snowflake | Warehouse identity, curated tables, stable IDs and freshness metadata | Freshness depends on the upstream Salesforce replication |

### Define the deployment scope

Record the Salesforce organization ID, environment, Stiddle workspace, objects, record filters, historical period and business owner. If multiple brands share a Salesforce org, define workspace routing through explicit fields such as `RecordTypeId` or a brand identifier. Do not rely on company domain alone to separate brands or Salesforce orgs.

Specify which system owns each property. Salesforce will normally own CRM identifiers, record owners, deal stages and amounts. Stiddle will normally own its computed scores, audiences, engagement summaries and attribution outputs. Select the writeback fields separately from inbound fields.

<Frame>
  <img alt="Typical property ownership. Inbound and writeback fields are selected separately." />
</Frame>

For a combined deployment, use a historical API or CSV load followed by webhooks for changes, or use the warehouse as the primary source. A combined setup needs shared record keys, duplicate handling and an agreed cutoff between the backfill and ongoing changes.

<Frame>
  <img alt="Combined deployment: a backfill hands over to ongoing change delivery at an agreed cutoff." />
</Frame>

## Requirements and Salesforce permissions

A Salesforce administrator prepares access and any new fields. A Stiddle workspace administrator configures the connection and events. A `RevOps` owner defines qualification stages, revenue semantics and record routing. API, webhook and warehouse routes also need an engineering or data owner.

### Required information

* Salesforce My Domain hostname and organization ID, with production or sandbox clearly identified.
* Authorized Salesforce user with access to the records and fields in scope.
* Stiddle workspace and administrator access to Connectors, Events Manager, Properties and the selected import route.
* Object API names, field API names, custom objects, record types and relationships.
* Stage definitions, MQL and SQL rules, attribution goals, currency and reporting timezone.
* Outbound fields, target objects and Salesforce automation affected by updates.

### Permission matrix

Use a dedicated integration identity where compatible with the chosen authorization flow. Grant access through a permission set scoped to the integration. Salesforce API access depends on the edition or license and the user's API Enabled permission. Object access, field access and record visibility must all permit the intended operation.

<Frame>
  <img alt="Every layer must permit the operation. An OAuth scope does not bypass object, field or record permissions." />
</Frame>

| Operation | Salesforce Access To Prepare | Scope |
| - | - | - |
| Read CRM data | API Enabled, object Read, field Read, record visibility | Account, Contact, Opportunity and selected related objects |
| Resolve leads and conversions | Read Lead and mapped conversion fields | Only when Lead data is in scope |
| Resolve owners and contact roles | Read User and `OpportunityContactRole` as needed | Selected identity and relationship fields |
| Update scores or properties | Object Read and Edit; field Read and Edit; access to target records | Only selected target objects and fields |
| Create timeline activities | Task Create and required field access; access to linked records | Task writeback if selected |
| Update audiences through campaigns | Campaign and `CampaignMember` access for the chosen operations | Only if campaign membership is selected |
| Create CRM records | Object Create and required writable fields | Separate option requiring explicit configuration |
| Deploy webhook automation | Administrator or deployment permissions for the chosen Flow or Apex design | Setup role, distinct from runtime connector access |
| Read warehouse data | No direct Salesforce runtime permission for Stiddle if reading a replica | Upstream replication has its own Salesforce permissions |

The Salesforce administrator can create destination fields manually and grant the integration user Edit access. Broad metadata administration, Author Apex, Customize Application, or Modify All Data are not baseline requirements for a simple read and field-update connection. The exact deployment procedure may require additional setup permissions; document these separately.

### OAuth authorization

The Stiddle authorization request covers identity access, unique user identifiers, API data access and permission to perform requests while the user is offline. These correspond to identity and API access plus refresh capability. Review the scopes shown in the authorization request before approval. An OAuth API scope does not bypass the user's object, field or record permissions.

Salesforce supports OAuth authorization through external client apps and connected apps. For a customer-managed API application, follow Salesforce's current external client app setup guidance and org policy rather than assuming a new connected app can always be created. The existing Stiddle partner flow should be verified independently.

## Partner authentication connector

This is the standard connection flow. Labels may vary slightly between workspace versions.

### Connect Salesforce

<Frame>
  <img alt="Partner connector setup at a glance." />
</Frame>

1. Open the correct Stiddle workspace and go to `Data` → `Connectors`.
2. Select Sales Channels, find Salesforce, and choose Connect To Stiddle.
3. In Connect Salesforce, enter the Salesforce domain hostname, for example `yourcompany.my.salesforce.com`. Use the org's My Domain value, not a Lightning page URL. The Salesforce user menu can help identify the domain.
4. Select Connect Salesforce and authenticate with the Salesforce user approved for the integration.
5. Review the app name and access request, then choose Allow.
6. Return to Stiddle and open Configure. Check that the correct org is connected and review the Last Sync value.
7. Configure record filters and custom mappings before approving a full historical load when the workflow permits it. If connection begins syncing immediately, establish routing and permissions first.
8. Validate records in People Profiles, Companies and Deals, plus Event Logs and Sync Logs.

<Frame>
  <img alt="Enter the Salesforce domain to start authorization" />
</Frame>

<Frame>
  <img alt="Locate the Salesforce domain in the Salesforce user menu" />
</Frame>

<Frame>
  <img alt="Review the Salesforce authorization request and select Allow" />
</Frame>

### Configure the connection

The connector view includes Add Custom Objects, Add Sync Parameters, Webhook API, Re-sync Data and Disconnect Salesforce. The sync dialog has Configure Sync and Confirm Sync steps.

In Configure Sync, use Salesforce Record and Record Matches to scope the records for the workspace. The screenshots show `RecordTypeId` filters and explain that leaving the configuration blank syncs all data. Before doing so, check whether the integration identity can see records outside the intended brand or business unit.

<Frame>
  <img alt="Review the connected Salesforce organization and configuration controls" />
</Frame>

<Frame>
  <img alt="Scope the Salesforce sync using record type filters" />
</Frame>

### Map custom fields and objects

In Add Sync Parameters, select the Stiddle target column, enter the Salesforce field API name as the match parameter, select Add, then Save. The screenshot exposes Amount, `Stage_name`, Probability, `Closed_at` and `Last_modified_at`. For example, Amount may be mapped to an approved custom quote amount field when it is the business's pipeline value.

In Add Custom Objects, supply the custom object's API name and the required match parameter. Verify the object's identifier, relationship to the account or contact, and intended event or conversion behavior. This dialog does not by itself establish support for every custom object relationship.

<Frame>
  <img alt="Map a Salesforce custom amount field to the Stiddle deal value" />
</Frame>

<Frame>
  <img alt="Configure a custom Salesforce object and its match parameter" />
</Frame>

## API integration

Use an API route when middleware controls Salesforce extraction, transformation and delivery into Stiddle. This is a custom implementation path; the Stiddle ingestion URL, request format and authentication scheme must come from the approved Stiddle API documentation for the workspace.

### Requirements

The extraction identity needs Salesforce API and read access. The delivery process needs an approved Stiddle API credential, tenant routing, entity mappings and an engineering owner. Store credentials in a secret manager and send requests over HTTPS. Keep production and test credentials separate.

### Extraction and delivery procedure

<Frame>
  <img alt="Customer-owned API pipeline. Pagination, retries and transformations sit with the middleware owner." />
</Frame>

1. Authorize the Salesforce API client using the org-approved OAuth flow. Confirm the integration user and allowed objects.
2. Inspect each object using the Salesforce sObject Describe resource. Capture field names, types, relationships and operation capabilities.
3. Extract accounts, contacts or leads, opportunities and relationship records. Request only mapped fields.
4. Follow the pagination locator until the query is complete. A synchronous Salesforce query can return up to 2,000 records in a batch, sometimes fewer.
5. Transform each record into the approved Stiddle schema. Preserve Salesforce org ID, object API name, record ID and modification timestamp.
6. Send an initial backfill, then incremental updates using a reliable modification watermark with an overlap window and deduplication.
7. Advance the delivery checkpoint only after the receiving system confirms acceptance under its documented contract. Retain failed records for retry and reconciliation.
8. Handle deleted records, merges and lead conversion through explicitly supported operations rather than treating missing records as deleted.

### Example delivery envelope

This example describes the information to preserve with each delivered record. Salesforce IDs below are examples.

```json theme={null}
{
  "source": "salesforce",
  "source_org_id": "<salesforce_org_id>",
  "object_type": "Opportunity",
  "record_id": "<opportunity_id>",
  "operation": "update",
  "occurred_at": "2026-10-01T21:00:00Z",
  "idempotency_key": "<org>:<object>:<id>:<version>",
  "properties": {
    "AccountId": "<account_id>",
    "StageName": "Qualification",
    "Amount": 50000,
    "CurrencyIsoCode": "USD"
  }
}
```

Example payload. Salesforce IDs are examples.

## Webhook integration

Use webhooks to send selected Salesforce changes to Stiddle between scheduled syncs. The connector includes an Apex-based webhook setup for Opportunity updates. A webhook provides change notifications; historical records and prior transitions require a separate backfill.

<Frame>
  <img alt="Webhook change delivery from Salesforce automation to Stiddle." />
</Frame>

### Setup using the Stiddle connector instructions

1. Open `Data` → `Connectors` → `Salesforce` → `Configure` → `Webhook API`.
2. Obtain the receiver URL, authentication details and current setup instructions for this workspace. Do not copy credentials from screenshots or another workspace.
3. In Salesforce Setup, configure outbound access for the approved receiver. The Stiddle instructions use Remote Site Settings with `https://api.stiddle.com` as the host. Prefer an approved Named Credential design for managed authentication when supported by the implementation.
4. Deploy the reviewed Apex class and trigger, or the approved Flow and middleware equivalent, in a test environment first.
5. Configure the objects and meaningful field changes that should generate deliveries. The screenshot's sample watches Opportunity `StageName` and Amount after update.
6. Send test changes and validate the received payload, linked records and events in Stiddle.
7. Deploy the tested automation, monitor failed deliveries and reconcile against Salesforce periodically.

<Frame>
  <img alt="Review the connector webhook instructions and outbound access setup" />
</Frame>

<Frame>
  <img alt="Review the Apex class example with dummy credentials" />
</Frame>

<Frame>
  <img alt="Review the opportunity update trigger example" />
</Frame>

### Payload and delivery design

Preserve source org, object, record ID, operation, source modification time, relevant relationships and changed business fields. If stage transition attribution is needed, include the previous and new stage plus the transition timestamp when available. Use a stable event identifier so retries do not count as new conversions.

The screenshot's Apex sample is instructional, not a complete production delivery system. It handles an update example and does not establish full coverage of creates, deletes, merges, retries or historical loads. A production implementation should handle bulk changes, Salesforce callout limits, asynchronous delivery, serialization, error logging and retry behavior. Avoid one unbounded callout per record and avoid building JSON through string concatenation.

For invalid credentials or invalid payloads, alert the owner and correct the cause. Retry transient failures with backoff and preserve the event identifier. Store failed deliveries in a queue and define a reconciliation job.

### Configure and map a webhook endpoint in Stiddle

The additional screenshots show a separate `Data` → `Webhook` page with endpoint configuration, test import and property mapping controls. These controls supplement the Salesforce connector's Apex setup; they should not be assumed to have the same contract or direction.

1. Open the correct workspace and select `Data` → `Webhook`, then Add endpoint.
2. Under Events to subscribe, select the event options available for this endpoint. The visible selections include `contact.created`, `contact.updated`, `contact.upserted`, `deal.created`, `deal.updated` and `deal.closed_won`. Order options are also visible but are outside the CRM setup scope.
3. Enter the required Label, using a name that identifies the source, workspace and purpose.
4. Review Webhook URL and use Copy to clipboard. Obtain the workspace's current value rather than reusing a screenshot URL.
5. Under Secrets, copy the current credential through the approved secret-management process. The displayed header key is `x-stiddle-api-key`. The modal instructs callers to supply this header and refers to an HMAC-SHA256 payload signature.
6. Use Test import to test the approved payload, then select Next to open Property mapping.
7. Send a test payload from the source, then select Refresh. The mapping dialog states that incoming properties appear after the source fires a webhook.
8. Map each Incoming Key and Incoming Value to an existing Stiddle property. Use search and Add mapping row as needed. The property selector includes CRM, identity and marketing properties; map only fields relevant to the event.
9. Select Save webhook. Review the endpoint's Enabled status, subscribed event labels, success rate and Last delivery in Active Endpoints. Use Edit to correct its configuration; confirm deletion effects before removing an endpoint.

<Frame>
  <img alt="Configure a webhook endpoint with dummy URL and credentials" />
</Frame>

<Frame>
  <img alt="Map incoming webhook keys to Stiddle properties" />
</Frame>

<Frame>
  <img alt="Review an enabled webhook endpoint with a dummy URL" />
</Frame>

### CRM event types shown in the webhook catalog

The page's Available Event Types catalog lists the CRM identifiers below. Availability in the catalog is distinct from subscription support in the endpoint modal, whose visible options are narrower. Verify that each required event can be selected and delivered in the deployed flow.

| Event Identifier | Meaning Displayed In Stiddle | CRM Use |
| - | - | - |
| `contact.created` | New contact added | Contact creation |
| `contact.updated` | Contact data modified | Contact property update |
| `contact.upserted` | Contact created or updated | Upsert notification |
| `contact.deleted` | Contact removed | Removal notification |
| `deal.created` | New deal opened | Opportunity creation |
| `deal.updated` | Deal stage or value changed | Opportunity update |
| `deal.closed_won` | Deal marked closed won | Won outcome |
| `deal.closed_lost` | Deal marked closed lost | Lost outcome |
| `company.created` | New company added | Account creation |
| `company.updated` | Company data modified | Account update |
| `event.tracked` | Custom event fired | Custom touchpoint |

These identifiers are shown by the webhook feature. Do not assume they are the event IDs required by Events Manager, API payload discriminators or Salesforce object API names. Agree their relationship to the CRM event definitions used for attribution. A delivery notification is not automatically another business conversion.

<Frame>
  <img alt="Review the available webhook event types" />
</Frame>

### Optional change stream architecture

Salesforce Change Data Capture with middleware is a separate alternative to Apex webhooks. CDC does not behave like a generic HTTP webhook. Salesforce retains change events for 72 hours, and subscribers need replay and gap-recovery logic. Its record access model differs from normal API reads and can ignore sharing settings, so review subscription permissions separately.

## CSV data import

Use CSV for historical backfills, migrations, offline CRM records or controlled manual loads. `Data` → `Import` contains Import Configuration and Import Logs tabs, an Import guide link, active sync status and View history. The current screenshots show an import workflow that selects the type of records or events the CSV should create.

### Supported types shown in the UI

The Event type dropdown exposes Contacts, Orders, Companies, Deals and Events. For Salesforce data, use Contacts for people records, Companies for account records, Deals for opportunities and Events for touchpoints where the supported schema fits. Load Salesforce leads as Contacts and handle opportunity contact roles through the connector or API.

<Frame>
  <img alt="Open Import Configuration and upload a CSV file" />
</Frame>

### Prepare the files

Use the Download CSV template link for the selected import type. The upload panel specifies a maximum file size of 50 MB and requires UTF-8 encoding. Include a header row and preserve Salesforce IDs as text; use 18-character IDs when available. Keep source org and relationship keys in the mapped data rather than replacing CRM identifiers with names or email addresses.

The layouts below are recommended mapping examples. Export separate files when entity types differ. An opportunity snapshot cannot reconstruct earlier stage transitions that are absent from the source.

| Recommended File | UI Import Type | Suggested Source Columns |
| - | - | - |
| `accounts.csv` | Companies | `source_org_id`, Id, Name, Website, `OwnerId`, `CreatedDate` |
| `contacts.csv` | Contacts | `source_org_id`, Id, `AccountId`, Email, `FirstName`, `LastName` |
| `opportunities.csv` | Deals | `source_org_id`, Id, `AccountId`, Name, `StageName`, Amount, `CloseDate` |
| `crm_events.csv` | Events | `source_org_id`, `event_id`, `event_name`, `occurred_at`, `entity_id` |

### Import procedure

<Frame>
  <img alt="CSV import sequence in Data → Import." />
</Frame>

1. Open `Data` → `Import` → `Import Configuration` in the correct workspace.
2. In Import details, enter Import name and select the Event type.
3. In Upload CSV file, drag in the file or use Choose file. Begin with a small test file that follows the selected template.
4. In Map columns to properties, review the CSV Column, Stiddle Property and Include selections. Use Auto-map columns as a starting point, then check every mapping. The UI states that unmapped columns are skipped.
5. Use property search or Load all properties to find destination properties. Use Clear all only when intentionally rebuilding the mapping. Ensure CRM identifiers, relationships, timestamps and monetary values are included where the import supports them.
6. Under Import options, select how existing records are handled. Review the options below before loading production data.
7. Configure Identify imports by. Email is the default matching key; choose a stable alternative key for Companies, Deals, Events and Salesforce records without email.
8. In Select import date, choose the CSV column that represents the record's created or import date. The UI says this is optional and defaults to import time when unselected. Validate whether this field also controls event occurrence time before using it for historical attribution.
9. Select Preview import, review the results through the available preview, then Start import. Both controls are visible but disabled before a file is configured in the screenshots.
10. Review Import Logs and View history, then inspect the resulting profiles, companies, deals or events. Correct mapping or validation errors before importing the remaining data.

<Frame>
  <img alt="Map CSV columns and select import matching and duplicate behavior" />
</Frame>

### Existing record behavior shown in the UI

| Option | UI Description | Implementation Consideration |
| - | - | - |
| Update existing import | Merge new data into existing profiles; fill empty fields and overwrite mapped fields | Map only properties that should be replaced |
| Skip duplicates | Leave existing imports unchanged and create only new records | Appropriate when preserving existing values |
| Create duplicate | Always create a new record even when a match exists | Can inflate records and downstream reporting |

The update option applies matching and overwrite behavior to the target record. “Fill empty fields” describes the target record; it does not define whether an incoming blank cell clears a populated value. Test null handling separately.

A CRM source ID remains valuable even if the importer uses email to find a people record. Validate duplicate emails, lead-to-contact conversion and repeated event imports. Use a supported API or connector relationship flow for relationship data.

<Frame>
  <img alt="Review import identity matching and dates before previewing the import" />
</Frame>

## Warehouse connection

Use this route when Salesforce data already exists in an approved BigQuery or Snowflake environment. Stiddle's composable architecture can be scoped around a customer's warehouse, with read and write paths defined for each deployment.

<Frame>
  <img alt="Warehouse route: inbound replication and the separate return path." />
</Frame>

### Requirements and access

Provide the project or account, database, dataset or schema, tables or views, compute configuration and an authorized service identity. The warehouse must contain the source Salesforce IDs, object relationships and timestamps. Confirm how Salesforce data arrives there and who owns replication failures.

For BigQuery, a typical read design grants access to read the selected dataset or views and permission to run query jobs in the designated project. For Snowflake, a typical read role needs USAGE on the database, schema and compute warehouse plus SELECT on the selected tables or views. Grant write permissions only to an explicitly approved output destination.

### Configure the dataset

1. Agree the Stiddle warehouse connection mechanism, authentication and network requirements with your Stiddle contact.
2. Create curated views for accounts, contacts, leads, opportunities and contact roles. Include campaign or activity data only when required.
3. Map source columns to the entity schema in Section 8. Keep `source_org_id` and workspace routing fields in every dataset.
4. Define update timestamps, soft-delete markers, replication timestamps and any retained stage-history table.
5. Validate uniqueness, foreign keys, row counts and timezone conventions before enabling ingestion or queries.
6. Run a test sync or query through the approved Stiddle setup and inspect the results.
7. Agree the refresh schedule and report both upstream replication time and Stiddle processing time.

A warehouse snapshot may contain only the latest CRM values. To reconstruct stage transitions or past field values, retain change history or snapshots upstream and map them as events through a supported route. Exclude Stiddle's own outbound tables from inbound CRM events to prevent feedback loops.

### Returning data from the warehouse

Writing a score or audience table to the warehouse does not update Salesforce by itself. Use the Stiddle Salesforce destination, a customer-managed reverse ETL tool or middleware to match Salesforce IDs and write the selected fields. Define which service owns retries and Salesforce API usage.

## Data schema and field mapping

Stiddle organizes properties into groups for different connections and record types. For Salesforce, common groups cover events, contacts and profiles, opportunities and deals, and accounts and companies. Each property has a display name, a stable property key and a data type. Each group has a name, an ID and a group type.

Multiple properties can belong to the same group, and the same property can be assigned to multiple groups. Custom groups and custom properties can be created in Stiddle to reflect your source data and business requirements. Group membership organizes properties for use with the relevant records and events; define the source object and record relationship in the mapping as well.

### Common Salesforce property groups

| Group Name | Property Group ID | Group Type | Common Use |
| - | - | - | - |
| Contact Group | `contact_group` | contact | General contact and profile properties |
| CRM Contact | `crm_contact` | `crm_contact` | Salesforce contact properties |
| CRM Event | `crm_event` | `crm_event` | CRM events with contact, account and opportunity context |
| CRM Account | `crm_account` | `crm_account` | Account and company properties |
| CRM Opportunity | `crm_opportunity` | `crm_opportunity` | Opportunity and deal properties |

<Frame>
  <img alt="Review property groups and the properties assigned to a group" />
</Frame>

### Mapping across Salesforce products

Existing fields, objects and properties from Salesforce, Salesforce Pardot, Salesforce Marketing Cloud and other Salesforce products can be mapped to these groups or to custom groups. Select the appropriate connector, API, webhook, CSV or warehouse route to make the source data available, then map each source field to the intended Stiddle property. Authorize access for the source product and data in scope; the Salesforce CRM connection does not by itself establish access to every other Salesforce product.

For a custom object, define its record key and relationships, then map its fields to an appropriate existing or custom group. Preserve the source product, object and field identity when different systems use the same field name.

The inventories below list common Stiddle properties and their exact keys and types. They describe available properties, rather than a requirement to collect every field. Values depend on the connected data, access permissions and selected mappings. The same keys recur across groups because properties can be shared.

Record context matters. Display labels such as CRM Account ID (Id) and CRM Account Name (Name) also appear in contact and opportunity groups. Map these keys according to the actual source object: `Contact.Id` identifies a contact, `Opportunity.Id` identifies an opportunity, and `Account.Id` identifies an account. Use `AccountId` for an account relationship where available, or create and map a property for that relationship. Do not infer an account relationship solely from the display label.

### Contact Group properties

`Group ID` `contact_group` `Group type` `contact`

General profile properties can be used alongside CRM Contact properties. Salesforce fields such as `FirstName`, `LastName`, Email and Phone can be mapped to the corresponding profile properties when appropriate. Browser, device and session properties describe other profile context and should retain their actual source.

| Property Name | Property Key | Stiddle Type |
| - | - | - |
| Last Name | `last_name` | `STRING` |
| First Name | `first_name` | `STRING` |
| Contact Number | `contact_number` | `STRING` |
| Email | `email` | `STRING` |
| Postcode | `_postcode` | `STRING` |
| Timezone | `timezone` | `STRING` |
| Country | `_country` | `STRING` |
| Browser | `browser` | `STRING` |
| State | `_state` | `STRING` |
| Fingerprint | `fingerprint` | `STRING` |
| Os | `os` | `STRING` |
| Profile Pic | `profile_pic` | `STRING` |
| Address | `address` | `STRING` |
| Cookies | `cookies` | `STRING` |
| Country Code | `country_code` | `STRING` |
| City | `_city` | `STRING` |
| Browser IP | `browser_ip` | `STRING` |
| Status | `status` | `STRING` |
| Session | `session` | `NUMBER` |
| User ID | `uId` | `STRING` |
| Referrer | `referrer` | `STRING` |
| Device | `device` | `STRING` |

### CRM Contact properties

`Group ID` `crm_contact` `Group type` `crm_contact`

Use this group for Salesforce contact data and profile enrichment.

| Property Name | Property Key | Stiddle Type |
| - | - | - |
| CRM Created Date | `CreatedDate` | `DATETIME` |
| CRM Last Modified Date | `LastModifiedDate` | `DATETIME` |
| CRM Owner | `Owner` | `STRING` |
| CRM Account | `Account` | `STRING` |
| CRM Phone | `Phone` | `STRING` |
| CRM Account Name | `Name` | `STRING` |
| CRM Owner ID | `OwnerId` | `STRING` |
| CRM Description | `Description` | `STRING` |
| CRM Account ID | `Id` | `STRING` |
| CRM Mailing Country | `MailingCountry` | `STRING` |
| CRM First Name | `FirstName` | `STRING` |
| CRM Mailing City | `MailingCity` | `STRING` |
| CRM Email | `Email` | `STRING` |
| CRM Mobile Phone | `MobilePhone` | `STRING` |
| CRM Mailing Street | `MailingStreet` | `STRING` |
| CRM Last Name | `LastName` | `STRING` |
| CRM Mailing State | `MailingState` | `STRING` |
| CRM Mailing Postal Code | `MailingPostalCode` | `STRING` |

Email can help associate known CRM people with identified Stiddle profiles. Preserve Salesforce record keys even when several CRM records resolve to one person. Resolve duplicate contacts, shared email addresses and lead conversion through explicit rules. Contact ingestion does not establish every prior anonymous visitor's identity. Add custom properties for lead conversion IDs, consent preferences, job title or other fields when needed.

### CRM Account properties

`Group ID` `crm_account` `Group type` `crm_account`

Use this group for account and company attributes, ownership and business context.

| Property Name | Property Key | Stiddle Type |
| - | - | - |
| CRM Created Date | `CreatedDate` | `DATETIME` |
| CRM Last Modified Date | `LastModifiedDate` | `DATETIME` |
| CRM Annual Revenue | `AnnualRevenue` | `NUMBER` |
| CRM Number Of Employees | `NumberOfEmployees` | `NUMBER` |
| CRM Owner | `Owner` | `STRING` |
| CRM Industry | `Industry` | `STRING` |
| CRM Billing Street | `BillingStreet` | `STRING` |
| CRM Shipping State | `ShippingState` | `STRING` |
| CRM Billing State | `BillingState` | `STRING` |
| CRM Billing Country | `BillingCountry` | `STRING` |
| CRM Billing City | `BillingCity` | `STRING` |
| CRM Shipping Country | `ShippingCountry` | `STRING` |
| CRM Shipping Postal Code | `ShippingPostalCode` | `STRING` |
| CRM Rating | `Rating` | `STRING` |
| CRM Shipping City | `ShippingCity` | `STRING` |
| CRM Shipping Street | `ShippingStreet` | `STRING` |
| CRM Website | `Website` | `STRING` |
| CRM Billing Postal Code | `BillingPostalCode` | `STRING` |
| CRM Phone | `Phone` | `STRING` |
| CRM Account Name | `Name` | `STRING` |
| CRM Owner ID | `OwnerId` | `STRING` |
| CRM Description | `Description` | `STRING` |
| CRM Account ID | `Id` | `STRING` |
| CRM Account Type | `Type` | `STRING` |

Normalize domains for matching under an agreed policy. A domain can belong to several Salesforce accounts, brands or subsidiaries. Match by Salesforce ID first and do not automatically merge accounts on domain alone. Add custom properties for parent-account relationships, record types or other account fields when needed. Decide how parent and child account scoring should roll up.

### CRM Opportunity properties

`Group ID` `crm_opportunity` `Group type` `crm_opportunity`

Use this group for opportunities and deals, including stage, value, forecast and related contact or account context.

| Property Name | Property Key | Stiddle Type |
| - | - | - |
| CRM Is Closed | `IsClosed` | `BOOLEAN` |
| CRM Has Opportunity Line Item | `HasOpportunityLineItem` | `BOOLEAN` |
| CRM Is Private | `IsPrivate` | `BOOLEAN` |
| CRM Is Won | `IsWon` | `BOOLEAN` |
| CRM Created Date | `CreatedDate` | `DATETIME` |
| CRM Last Modified Date | `LastModifiedDate` | `DATETIME` |
| CRM Close Date | `CloseDate` | `DATETIME` |
| CRM Probability | `Probability` | `NUMBER` |
| CRM Amount | `Amount` | `NUMBER` |
| CRM Owner | `Owner` | `STRING` |
| CRM Account | `Account` | `STRING` |
| CRM Opportunity | `Opportunity` | `STRING` |
| CRM Phone | `Phone` | `STRING` |
| CRM Account Name | `Name` | `STRING` |
| CRM Owner ID | `OwnerId` | `STRING` |
| CRM Description | `Description` | `STRING` |
| CRM Account ID | `Id` | `STRING` |
| CRM Account Type | `Type` | `STRING` |
| CRM Mailing Country | `MailingCountry` | `STRING` |
| CRM First Name | `FirstName` | `STRING` |
| CRM Mailing City | `MailingCity` | `STRING` |
| CRM Email | `Email` | `STRING` |
| CRM Mobile Phone | `MobilePhone` | `STRING` |
| CRM Mailing Street | `MailingStreet` | `STRING` |
| CRM Last Name | `LastName` | `STRING` |
| CRM Mailing State | `MailingState` | `STRING` |
| CRM Mailing Postal Code | `MailingPostalCode` | `STRING` |
| CRM Account ID Reference | `AccountId` | `STRING` |
| CRM Forecast Category Name | `ForecastCategoryName` | `STRING` |
| CRM Stage Name | `StageName` | `STRING` |
| CRM Next Step | `NextStep` | `STRING` |
| CRM Forecast Category | `ForecastCategory` | `STRING` |
| CRM Campaign ID | `CampaignId` | `STRING` |
| CRM Lead Source | `LeadSource` | `STRING` |

Stiddle's `CloseDate` property is typed DATETIME. Salesforce `CloseDate` is a date field and can represent a planned close date on an open deal; preserve its date meaning during conversion. An actual closed-won transition timestamp requires an appropriate history source or event. The connector UI's `Closed_at` target should be mapped according to its intended meaning. Add a currency property when required for interpreting Amount.

Use `OpportunityContactRole`, or an approved custom relationship table, to associate several contacts with one opportunity. Retain `OpportunityId`, `ContactId`, Role and `IsPrimary`. Joining every contact at an account to every deal can overstate involvement and attribution.

<Frame>
  <img alt="Associate contacts with deals through contact roles, not by joining every account contact to every opportunity." />
</Frame>

### CRM Event properties

`Group ID` `crm_event` `Group type` `crm_event`

Use this group to carry CRM event context from accounts, contacts and opportunities. Select the fields relevant to each event and preserve the event identifier, occurrence time and associated record.

**49 properties: the combined CRM Account and CRM Opportunity sets.**

The CRM Event group holds every property listed in the two tables above, with the same keys and types, so a single event can carry account, contact and deal context. The full inventory is listed below.

| Property name | Property key | Stiddle type |
| - | - | - |
| CRM Created Date | `CreatedDate` | `DATETIME` |
| CRM Last Modified Date | `LastModifiedDate` | `DATETIME` |
| CRM Annual Revenue | `AnnualRevenue` | `NUMBER` |
| CRM Number Of Employees | `NumberOfEmployees` | `NUMBER` |
| CRM Owner | `Owner` | `STRING` |
| CRM Industry | `Industry` | `STRING` |
| CRM Billing Street | `BillingStreet` | `STRING` |
| CRM Shipping State | `ShippingState` | `STRING` |
| CRM Billing State | `BillingState` | `STRING` |
| CRM Billing Country | `BillingCountry` | `STRING` |
| CRM Billing City | `BillingCity` | `STRING` |
| CRM Shipping Country | `ShippingCountry` | `STRING` |
| CRM Shipping Postal Code | `ShippingPostalCode` | `STRING` |
| CRM Rating | `Rating` | `STRING` |
| CRM Shipping City | `ShippingCity` | `STRING` |
| CRM Shipping Street | `ShippingStreet` | `STRING` |
| CRM Website | `Website` | `STRING` |
| CRM Billing Postal Code | `BillingPostalCode` | `STRING` |
| CRM Phone | `Phone` | `STRING` |
| CRM Account Name | `Name` | `STRING` |
| CRM Owner ID | `OwnerId` | `STRING` |
| CRM Description | `Description` | `STRING` |
| CRM Account ID | `Id` | `STRING` |
| CRM Account Type | `Type` | `STRING` |
| CRM Is Closed | `IsClosed` | `BOOLEAN` |
| CRM Has Opportunity Line Item | `HasOpportunityLineItem` | `BOOLEAN` |
| CRM Is Private | `IsPrivate` | `BOOLEAN` |
| CRM Is Won | `IsWon` | `BOOLEAN` |
| CRM Close Date | `CloseDate` | `DATETIME` |
| CRM Probability | `Probability` | `NUMBER` |
| CRM Amount | `Amount` | `NUMBER` |
| CRM Account | `Account` | `STRING` |
| CRM Opportunity | `Opportunity` | `STRING` |
| CRM Mailing Country | `MailingCountry` | `STRING` |
| CRM First Name | `FirstName` | `STRING` |
| CRM Mailing City | `MailingCity` | `STRING` |
| CRM Email | `Email` | `STRING` |
| CRM Mobile Phone | `MobilePhone` | `STRING` |
| CRM Mailing Street | `MailingStreet` | `STRING` |
| CRM Last Name | `LastName` | `STRING` |
| CRM Mailing State | `MailingState` | `STRING` |
| CRM Mailing Postal Code | `MailingPostalCode` | `STRING` |
| CRM Account ID Reference | `AccountId` | `STRING` |
| CRM Forecast Category Name | `ForecastCategoryName` | `STRING` |
| CRM Stage Name | `StageName` | `STRING` |
| CRM Next Step | `NextStep` | `STRING` |
| CRM Forecast Category | `ForecastCategory` | `STRING` |
| CRM Campaign ID | `CampaignId` | `STRING` |
| CRM Lead Source | `LeadSource` | `STRING` |

A CRM Event property such as `StageName` describes the event's context. Define the event trigger separately in Events Manager. A group assignment alone does not create an event, establish a historical occurrence time or count a goal.

### Recommended integration metadata

| Suggested Custom Metadata Key | Source Or Rule | Purpose |
| - | - | - |
| `source_org_id` | Salesforce organization ID | Separates records across orgs |
| `source_object` | Object API name | Distinguishes Contact, Lead and other entities |
| `source_record_id` | Id | Stable source key for this design |
| `source_created_at` | `CreatedDate` | Source creation time |
| `source_modified_at` | `LastModifiedDate` or approved watermark | Detect updates and reject stale writes |
| `ingested_at` | Receiving timestamp | Measures delivery delay |
| `is_deleted` | Supported deletion marker | Explicit deletion handling |
| `workspace_routing_key` | Approved brand or record-type rule | Routes records to the correct workspace |

Use the compound key `source_org_id` + `source_object` + `source_record_id`. Keep CRM record properties separate from event history. A field update changes a record's state; an event records an occurrence at a specific time.

<Frame>
  <img alt="Compound key that keeps records distinct across orgs and objects." />
</Frame>

### Example source field mappings

| Source Field | Stiddle Group And Property Key | Mapping Purpose |
| - | - | - |
| `Salesforce Contact.Email` | `CRM Contact: Email; Contact Group:` `email where needed` | `CRM email and general` `profile email` |
| `Salesforce Account.Website` | `CRM Account: Website` | `Company website` |
| `Salesforce` `Opportunity.StageName` | `CRM Opportunity: StageName; CRM` `Event: StageName when relevant` | `Current stage and stage-` `event context` |
| `Salesforce` `Opportunity.Amount` | `CRM Opportunity: Amount; CRM Event:` `Amount when relevant` | `Deal value and conversion-` `event value` |
| `Salesforce custom field or` `Pardot field` | `Appropriate existing property or a` `custom property in selected groups` | `Qualification, campaign or` `business attributes` |
| `Salesforce Marketing` `Cloud field` | `Appropriate existing property or a custom` `property in selected groups` | `Contact, campaign or` `engagement context` |

These examples are mapping choices, not a requirement to duplicate values. A shared property can belong to multiple groups; define whether a source value populates one shared property or separate destination properties for distinct meanings.

### Mapping rules

Use source API names and exact Stiddle property keys rather than relying on display labels. Preserve numeric values, booleans and dates as typed properties. Carry currency alongside monetary values and agree any reporting conversion. Define null and blank behavior. Treat formula fields as computed current values where accessible and verify refresh behavior.

Review mapped properties in Properties and Property Groups, then inspect sample event Properties, Metadata and Raw views. Use property key and value search, Hide Stiddle Properties and Hide null values to inspect the relevant data. A hidden or null value in a filtered view does not necessarily mean that the property is unavailable. Capture the final source product, object, field, destination key, type and group membership as a deployment record.

### Create custom groups and properties

Create custom property groups in Stiddle when a connection, record type or business use case needs its own grouping. Give each group a clear name and stable ID, and select the applicable group type. A custom group can contain multiple properties, and a property can belong to that group alongside other groups.

Create a destination property before assigning an incoming source field, webhook key or CSV column when an appropriate property does not already exist.

1. Open `Data` → `Properties` and select New Property.
2. Enter Property Name and Property ID, keeping the display label and stable key distinct.
3. Select Property Type to match the source value. Common types in the Salesforce groups are STRING, NUMBER, BOOLEAN and DATETIME.
4. Select one or more applicable Property Groups, including custom groups where needed. The same property can be assigned to multiple groups.
5. Add a Description explaining the source product, object, field and business meaning.
6. Under Advanced Options, enable PII property for personally identifying values when appropriate. This hides the property from views where it should not be exposed; it does not define deletion, consent or export policies.
7. Select Save, return to the source mapping and assign the incoming field to the property. Refresh or reload the property list if needed.
8. Validate a source record or event and confirm the property appears with the expected value and type in the intended groups.

Changing a property's display label should not change the integration's stable key. Test type changes and duplicate IDs in a non-production workspace before editing existing properties.

<Frame>
  <img alt="Create a property and assign it to one or more groups" />
</Frame>

<Frame>
  <img alt="Review the PII property setting under Advanced Options" />
</Frame>

### Additional datasets to evaluate

Tasks and Salesforce Events can provide sales activity; Campaign and `CampaignMember` can provide campaign participation; User can resolve owners; opportunity history can provide stage changes; line items can provide product detail. Map relevant fields to existing or custom properties and groups through the selected data route. Define object relationships and event semantics for the intended use case.

## CRM events and conversion goals

Stiddle uses events to record activity and goals to track the business outcomes that matter for attribution. An event is defined by a source, such as an integration, webhook, API or data import, and the action or condition that should generate it. CRM properties provide the record context; CRM events capture actions such as contact creation, company creation or an opportunity entering a selected stage.

### From source events to attributed outcomes

<Frame>
  <img alt="How a CRM event becomes an attributed outcome." />
</Frame>

1. Define the source event. Select the source and trigger, then map its properties and identifiers. The source could be Salesforce or another connected system, a webhook, an API or an import.
2. Associate the event with an individual. Stiddle's identity graph uses the available identifiers and relationships to map the event to the relevant individual and their profile, connecting the activity to their customer journey.
3. Associate account and opportunity context. Where relevant, Stiddle links the activity to the company account and opportunity using the available CRM relationships. This connects individual activity with account engagement and deal progression.
4. Define a goal for the outcome. Select the event that should count as a conversion or other business outcome. An event contributes to that goal when it matches the goal's configuration and counting rules.
5. Associate a value and calculate attribution. A goal can carry a value from an event property, such as opportunity revenue, a fixed value or no monetary value. Stiddle uses the associated journey, goal outcomes, value and connected marketing spend to calculate attribution and outcome-based performance metrics.

Events can exist without being goals. Goals identify which events represent outcomes you want to measure, such as a qualified lead, an opened opportunity, a specific pipeline stage or an acquired customer. Creating a goal does not change the Salesforce record; it defines how Stiddle tracks and reports the outcome.

### Salesforce opportunity stage example

Connect Salesforce and create an event triggered when an opportunity enters a selected stage. Stiddle associates the opportunity event with the relevant individual and company account through its identity graph and CRM relationships. If that event is selected in a goal, Stiddle counts the matching occurrence as a goal conversion under the configured rules.

For example, an Open Opportunity event can feed an Opportunity Opened goal, while a Closed Won event can feed a Customer Acquired goal. A goal for an intermediate stage can measure the cost of progressing an opportunity to that stage. Use the opportunity Amount or another mapped value property when the outcome should carry a pipeline or revenue value. Pipeline value on an open deal should retain its pipeline meaning; it is not realized revenue.

<Frame>
  <img alt="Goal outcomes along the pipeline. Each goal links to one event; values can come from Opportunity Amount." />
</Frame>

| Goal Outcome | Example Event | What It Helps Measure |
| - | - | - |
| Qualified lead | Contact reaches the defined qualification status | Cost to generate a qualified lead and channel contribution |
| Opened opportunity | Opportunity enters the selected open stage | Cost per opened opportunity and attributed pipeline value |
| Specific opportunity stage | Opportunity enters the selected stage | Cost to reach that stage and marketing's contribution to progression |
| Acquired customer | Opportunity reaches Closed Won | Acquisition cost and attributed revenue for the defined customer outcome |

Goals support many attribution use cases by tying outcomes to customer journeys, revenue or other business value, and marketing spend. Reports can show which campaigns and channels contribute to those outcomes, the cost per goal, goal value and goal ROAS where applicable. For a customer-acquisition metric, align the goal's counting rules with your definition of an acquired customer; multiple won opportunities at one account do not necessarily represent multiple new customers.

Validate the individual, account and opportunity associations in the resulting event before relying on attribution. Records with missing identifiers or relationships need mapping review. Apply a consistent reporting period, currency, attribution model and goal-counting definition when comparing acquisition or stage costs. Creating an event definition does not by itself reconstruct a complete historical event stream.

<Frame>
  <img alt="Inspect CRM event properties in Events Manager" />
</Frame>

### Create a CRM event

1. Open `Data` → `Events Manager` and select Create Event.
2. Enter an Event Name and the required Event ID. Use a stable naming convention.
3. Add tags and a description so the GTM team knows what the event means.
4. Select CRM Event as the Event Type and Salesforce as the Source.
5. Select the relevant Property Group, such as CRM Event, then choose the supported trigger in Select Event.
6. Save and test with a source record change. Inspect the resulting entity association, properties and timestamp in Event Logs.

The screenshots describe CRM Event as a trigger based on a CRM company, deal or contact. Only use trigger options actually exposed by the current workspace. Custom MQL or SQL status changes may require a mapped field, custom object or API event rather than being a built-in trigger.

<Frame>
  <img alt="Create a CRM event using Salesforce as its source" />
</Frame>

### Create an opportunity stage event

1. In Create Event, select CRM Opportunity as the event type.
2. Set Source to Salesforce and Property Group to CRM Opportunity.
3. In Select Opportunity Stage, choose the applicable stage or stages.
4. Name the event for its business meaning, such as Open Opportunity or Closed Won, then save.
5. Move a test opportunity into and out of the selected stages and inspect the events and counts.

<Frame>
  <img alt="Configure a Salesforce opportunity stage event" />
</Frame>

<Frame>
  <img alt="Review the Deals stage summary" />
</Frame>

### Suggested event plan

| Event | Business Rule | Validation Question |
| - | - | - |
| CRM Company Created | New Account in scope | Does backfill produce a historical creation event? |
| CRM Contact Created | New Contact in scope | Is a converted Lead deduplicated correctly? |
| MQL | Agreed qualification field enters MQL | Is this trigger supported or custom? |
| SQL | Agreed sales acceptance field enters SQL | Which object and timestamp define acceptance? |
| Open Opportunity | Enters selected open stages | Is the metric stage entries or unique deals? |
| Closed Won | Transition to won outcome | Does reopening and winning again count twice? |
| Closed Lost | Transition to lost outcome | How are backfilled closed records counted? |

### Configure goals in the current Goals Manager

The additional screenshots show goals linked to events rather than selected directly by a CRM goal-type dropdown. Use this current flow; the older stage-selection UI is historical context.

1. Open `Data` → `Goals Manager`. Choose Create Goal, or open an existing goal to edit it.
2. Enter Goal Name and select the matching event under Events. The example selects the Closed Won event for a Closed Won goal.
3. Configure Goal Conversion Value. The UI allows a value property, custom for a fixed dollar value, or no value. The example selects Opportunity Amount. Confirm that the property uses the approved amount field, correct currency and intended revenue definition.
4. Review View through Configuration if view-through attribution is relevant.
5. Under Advanced, review Track previous counted events as goals. The UI describes including matching events counted before the goal was created. Choose this intentionally for historical reporting and validate the resulting date range and counts.
6. Select Save. Review the goal in Goals Manager and test its attributed metrics in the intended report.

The UI identifies Goal Count, Cost Per Goal, Goal Value and Goal ROAS as available goal metrics, with attributed insights under Stiddle Attributed channel metrics. The Goals Manager table also shows Goal ID, First Seen, Last Seen, Goal Value, Total Goals and a unique-profile column. These columns provide checks on coverage and counts; they do not establish unique-opportunity deduplication semantics.

Decide whether a conversion means the first stage entry, every entry or one unique opportunity in a reporting period. Test this behavior rather than assuming the connector enforces the chosen rule. An unrelated field update should not become another stage conversion. Exclude writeback changes from CRM conversion rules unless they intentionally represent a new business event.

<Frame>
  <img alt="Link a Closed Won event to a goal and select Opportunity Amount as its value" />
</Frame>

<Frame>
  <img alt="Review goal values and counts using dummy data" />
</Frame>

## Syncing intelligence back to Salesforce

Salesforce writeback can expose Stiddle customer intelligence through record fields, activities, audience membership and scoring. The following destination patterns cover the common writeback designs. Where a native operation is unavailable, use approved API or middleware delivery.

<Frame>
  <img alt="Writeback patterns for Salesforce destinations." />
</Frame>

### Configure a destination

Select the target org and object, choose the source property or event, and match the existing Salesforce record by its Salesforce ID. Map only approved writable fields. Confirm update-only versus create behavior, sync cadence and retry ownership. Test in the approved environment, review Salesforce automation that may fire, then enable the destination.

Prefer update-only for an initial deployment. Record creation needs additional required-field mapping, duplicate rules, record type selection and owner assignment. When using external IDs for an upsert, remember that an unmatched key can create a new Salesforce record; it is not necessarily an update-only operation.

### Record properties and object fields

Create destination fields in Salesforce first or map to existing approved fields. The names below are suggestions, not reserved names required by Stiddle. Confirm field size, type and access with the Salesforce administrator.

| Salesforce API Name | Object | Type | Value |
| - | - | - | - |
| `Stiddle_Smart_Score__c` | Account | `Number` | Account Smart Score |
| `Stiddle_Score_Reason__c` | Account | `Long Text` `Area` | Explanation if available |
| `Stiddle_Score_Updated_At__c` | Account | `DateTime` | Source score timestamp |
| `Stiddle_Last_Engaged_At__c` | Account or Contact | `DateTime` | Latest qualifying engagement |
| `Stiddle_Engagement_Summary__c` | Account or Contact | `Long Text` `Area` | Scoped journey summary if available |
| `Stiddle_Profile_ID__c` | Contact or Lead | `Text` | Stiddle identity crosswalk |
| `Stiddle_Company_ID__c` | Account | `Text` | Stiddle company crosswalk |
| `Stiddle_Last_Synced_At__c` | Selected target object | `DateTime` | Successful delivery timestamp |
| `Stiddle_Attribution_Model__c` | Opportunity | `Text` | Selected model name |
| `Stiddle_Attributed_Channel__c` | Opportunity | `Text` | Defined attribution output if supported |

A property change updates the current field value; it does not add a Salesforce timeline entry. Decide whether Stiddle always owns the field or only fills it when empty. Do not overwrite Salesforce owner, stage, amount or qualification fields without an explicit rule. Formula and other non-writable fields cannot be standard write targets.

### Event history in Salesforce timelines

For selected meaningful touchpoints, a Salesforce Task is the recommended activity writeback design. A completed activity can provide sales reps with a touchpoint summary on associated records, subject to Salesforce activity configuration and visibility. Salesforce `WhoId` links a person and `WhatId` links a related business record; test account and opportunity visibility in the customer's org.

| Task Field | Mapping | Important Detail |
| - | - | - |
| `Subject` | Stiddle event name or concise touchpoint title | Keep within the target field length |
| `Status` | Approved completed status value | Use the org's allowed values |
| `ActivityDate` | Date derived from the touchpoint | Date only; not precise event time |
| `Description` | Event time, source, page or campaign, summary | Limit sensitive data and text length |
| `WhoId` | Matched Contact or Lead ID where supported | Validate Lead linking restrictions |
| `WhatId` | Matched Account or Opportunity ID where valid | Validate legal `WhoId` and `WhatId` combinations |
| `OwnerId` | Approved user or routing rule | Ensure owner assignment is permitted |
| `Stiddle_Event_ID__c` | Stable event identifier in an approved custom field | Used for deduplication |
| `Stiddle_Occurred_At__c` | Original touchpoint datetime | Optional custom activity field |

Do not treat a web touchpoint as a Salesforce calendar Event unless it actually represents a scheduled activity. A custom touchpoint object can provide structured history, but does not automatically appear in the standard Activity Timeline. Validate the selected activity design with a real Salesforce record.

Sync meaningful milestones or an agreed summary cadence to control volume. Define retention, deduplication and handling of backfilled events. Do not promise exact chronological placement in a timeline based only on `ActivityDate`. Preserve the original datetime separately when required.

### Audiences and membership

Build the audience in Stiddle using approved profile, company, CRM and engagement criteria. Choose the correct entity level before selecting the Salesforce destination. A company audience should update Account records; a people audience should resolve Contact or Lead IDs.

A simple design maps membership to a dedicated checkbox such as `Stiddle_In_Target_Audience__c`, with an optional evaluation timestamp. Set it to true on entry and false on exit; an audience entry workflow alone can leave stale members in Salesforce.

<Frame>
  <img alt="Membership needs both actions; entry alone leaves stale members in Salesforce." />
</Frame>

For several audiences, use separate mapped fields or an approved membership object. If campaigns are used, map people to `CampaignMember` under an existing Campaign. An Account audience is not directly equivalent to standard lead or contact campaign membership; resolve eligible people separately under an agreed rule.

Salesforce teams can use these fields or memberships in list views, reports and approved automation. Define whether an audience label triggers owner notifications, outreach or campaign changes. Preserve existing communication preferences and campaign statuses unless the workflow explicitly owns them.

### Account scoring

Define the score's purpose with sales and marketing: prioritization, qualification or engagement monitoring. Agree the underlying signals, entity level, score scale, update cadence and any exclusion rules, and match the scale to the deployed Smart Score configuration.

Map the score and its source update timestamp to Account fields. Map reasoning or trend only when the product supplies those outputs. A missing score should remain distinguishable from zero; zero may be a valid score. Reject older score versions so a delayed job does not replace fresher intelligence.

Test high, low, missing and stale-score accounts. Verify that account hierarchy and multi-brand rules produce the intended result. If a Salesforce Flow acts on a threshold, use the actual configured scale and an agreed freshness condition rather than an invented threshold.

### Sync safeguards

Use source Salesforce IDs for deterministic matching. Preserve event or version keys for retry deduplication. Handle Salesforce validation rules, required fields, picklists and field lengths before sending values. Monitor API consumption and avoid a polling or write loop caused by Stiddle's own updates being re-ingested as new customer activity.

Keep inbound CRM properties and outbound Stiddle properties under separate ownership. Log target org, record, operation, source version, status and error without logging credentials. Define a procedure to pause destinations, correct mappings and reconcile failed records.

## Validation and troubleshooting

Run a small end-to-end test before a full load. Validate actual Salesforce and Stiddle records together rather than relying only on a Connected status.

Agree operating expectations for sync delay, API usage, queue depth and failed records. Treat source replication time, ingestion time, event processing time and outbound delivery time as separate measures. A re-sync or disconnect operation should be used only with understood effects on history, event counts and retention.

### Inspect Salesforce sync logs

Open `Data` → `Sync Logs` in the correct Stiddle workspace. Use the Salesforce source rows to review synchronization for contacts, accounts and deals. These correspond to people profiles, companies and opportunities in Stiddle.

The log provides a summary view, expandable Batch sync details, and inserted or updated record details. Use pagination, vertical scrolling and horizontal scrolling to inspect additional rows and columns.

| Log Field Or Control | What To Review | Validation Guidance |
| - | - | - |
| Entity Name | contacts, accounts or deals | Select the entity relevant to the source object |
| Source | Salesforce | Confirm the integration being inspected |
| Time | Displayed sync time | Check the batch time as well as the summary time; confirm timezone before comparing with Salesforce |
| Trigger | Displayed trigger value | Treat this as a log value; check the code before classifying a run |
| Rows Synced | Reported row count | Review alongside Inserted and Updated; this is not a count of new records or conversions |
| Inserted | Reported insert count | Open the linked count where available to inspect inserted records |
| Updated | Reported update count in batch details | Open the linked count where available to inspect updated records |
| Row expansion | Batch sync details | Review individual batches rather than relying only on the summary |

Rows Synced, Inserted and Updated describe different aspects of a sync. A batch can report synced rows with zero inserts and zero updates. Do not interpret that combination as a failed import solely from the counts. Verify the expected records and mapped properties, then investigate missing data.

<Frame>
  <img alt="Rows Synced, Inserted and Updated measure different things." />
</Frame>

<Frame>
  <img alt="Expand a Salesforce sync log to inspect batch details with dummy counts" />
</Frame>

<Frame>
  <img alt="Review account sync batch details" />
</Frame>

<Frame>
  <img alt="Review contact sync batch details" />
</Frame>

### Review batches and changed properties

1. Expand the Salesforce log row for the required entity to open Batch sync details.
2. Review the entity, source, time, rows synced, inserted count and updated count for each batch.
3. Select the linked Inserted or Updated count where available to open the record list. For deal updates, the detail view is labeled Updated Rows – deals.
4. Locate the intended record. The deal list includes Name, platform id, platform account reference, description, stage name and amount. Scroll to inspect any additional fields.
5. Expand the record and review Properties. Compare the Previous and Current values for each property; changed current values can be highlighted.
6. Confirm the expanded detail belongs to the intended Salesforce record using its full source ID. Use the account reference to validate the relationship, and compare the record with the corresponding deal, company or profile in Stiddle.
7. Check Event Logs separately if the update should create a CRM event. Verify the configured goal separately if that event should count as a conversion.

The updated-property view can include internal record keys such as amount, `is_closed`, `is_won`, `last_modified_at` and `platform_id`. These are distinct from the CRM property group keys such as Amount, `IsClosed`, `IsWon` and `LastModifiedDate`. Record the mapping between source fields, group properties and internal record fields when validating a deployment; do not replace a group's property key with a log key simply because their meanings are similar.

An updated record can have unchanged business values and a changed modification timestamp. That update does not by itself establish a new stage transition, revenue change or conversion. Evaluate the actual changed properties against the CRM event trigger and goal-counting rules.

### Example updated deal with dummy data

The following is a synthetic example for Example Opportunity. The record ID, dates and values are dummy data. It illustrates a timestamp-only change while the displayed business values remain the same.

| Log Property | Previous | Current |
| - | - | - |
| `amount` | `25000.00` | `25000.00` |
| `is_closed` | `1` | `1` |
| `is_won` | `1` | `1` |
| `last_modified_at` | `2026-01-14` | `2026-01-15` |
| `platform_id` | `DEMO_DEAL_ID` | `DEMO_DEAL_ID` |

The 1 values illustrate the log's numeric presentation of true flags; the CRM group properties remain BOOLEAN. Date-only display values are not evidence of the exact source timestamp. In this example, the amount and outcome flags are unchanged, so the displayed update alone does not demonstrate a new Closed Won transition.

Use synthetic names, company names, emails, phone numbers, addresses, record IDs and IP addresses in documentation examples. Replace customer-specific values in both the previous and current columns, including linked record labels and workspace names. Preserve the field keys and types so the example remains useful without exposing customer data.

<Frame>
  <img alt="Inspect previous and current deal properties using dummy record data" />
</Frame>

### Acceptance tests

* One Account, two Contacts and one Opportunity preserve their Salesforce IDs and relationships in Stiddle.
* Lead conversion follows the approved identity crosswalk without duplicating a person or losing deal associations.
* A custom amount and stage mapping populate the intended deal fields with correct types and currency.
* Brand or record-type filters include the intended data and exclude another workspace's records.
* A stage change generates the expected event once; an unrelated update and a retry do not inflate conversion counts.
* CSV or API replay follows the agreed update and deduplication behavior.
* A score or audience change reaches the correct Salesforce field and records its source timestamp.
* Audience exit clears membership under the configured rule.
* A timeline write creates the intended activity, appears to the intended sales user and is not duplicated on retry.
* A simulated permission or delivery failure is visible to the integration owner and can be reconciled.

### Troubleshooting matrix

| Symptom | Check | Next Action |
| - | - | - |
| Authorization fails | Domain, user, app approval, OAuth policy | Verify org and approved authorization flow |
| Connected but no records | Read permissions, sharing, filters, Last Sync | Inspect logs and test a known visible record |
| Custom field is missing | API name, field security, mapping, discovery | Grant access and refresh through the supported process |
| Deals have wrong amounts | Standard versus custom amount, numeric type, currency | Correct mapping and reprocess a test record |
| Contacts do not link to accounts | `AccountId`, source org, missing parent records | Restore IDs and relationship mapping |
| Stage conversions are duplicated | Replays, overlapping routes, re-entry rules | Inspect event keys and goal counting semantics |
| Webhook changes are missing | Trigger criteria, callout permissions, delivery failures | Check Salesforce and Stiddle logs; reconcile |
| Warehouse records are stale | Upstream replication and query checkpoints | Resolve the owner responsible for the lag |
| Writeback fails | Edit access, validation rules, picklists, field length | Correct the failing row and retry safely |
| Audience members remain after exit | Exit action and evaluation cadence | Configure removal and reconcile membership |
| Task is not visible | Linked IDs, activity permissions and record layout | Validate with the intended Salesforce user |