For e-commerce
The ad gets the click.
Connect it to the order.
Give shoppers a clear route to your store. Keep campaign context on the way in, and connect purchase events on the way back.
Between the ad and the order
Make the journey
part of the campaign.
Your ad opens inside a social app. Your customer still needs to reach the store, choose a product and check out. Configure that first step deliberately.
- 01
A link in your ad
Keep the source, campaign and click identifier attached to the visit.
- 02
A route to your store
Configure browser or app handoff with a website fallback for unsupported cases.
- 03
A purchase comes back
Receive a purchase event from your store or tracking setup and connect it to the original click.
One identifier through the journey
Paid-social click
utm_campaign=summer
Store destination
click_id=campaign-click
Returned purchase
click_id=campaign-click
Attribution starts with continuity
Don’t lose the campaign
at the store’s front door.
Carry the click identifier to the destination. When your store sends a conversion, use that same identifier to connect the order to its campaign.
Keep your campaign parameters
Preserve UTMs, advertising identifiers and the custom fields your setup needs.
Define what a purchase means
Map the event you receive from the store. A destination opening is a visit, not a sale.
Send the result back
Configure supported Conversion APIs and review delivery outcomes in one place.
Paid social, connected
From the platforms
you buy on.
Meta
TikTok
Google AdsSee the purchase in context.
Review returned conversions by campaign, source and device. Investigate where journeys differ before deciding what to change in your next test.
Explore campaign reportingQuestions & answers
Good to know.
Does browser handoff work for every visitor?
No. The available route depends on the source app, operating system and user action. Configure a website fallback and validate the route on the devices your shoppers use.
How does my store send purchase events?
Your store or existing tracking setup must send a supported conversion event or postback with the click identifier. Set up and test that integration; creating a link alone does not track purchases.
Can I keep my existing analytics?
Yes. Preserve your existing campaign parameters and use TapBaton alongside your analytics. Check event definitions and deduplication before sending the same conversion through multiple paths.
Connect one campaign to your store.
Validate the destination, the fallback and a purchase event before expanding to the rest of your traffic.