Numbers you can verify, not just trust.
Most attribution tools show you a confident chart and hope you don't check the math. Signal Sparrow proves itself instead: every dollar reconciles to your Stripe net MRR, a match rate sits on every screen, and pipeline health tells you the moment tracking or forwarding breaks — before a wrong number reaches a decision.
The end-to-end integrity of your attribution data.
Pipeline health is a live measure of whether your attribution data is complete and correct — from the first-party click, through identity matching and Stripe reconciliation, to the conversion forwarded back to your ad platforms. Attribution data accuracy isn't a one-time audit; it's a property you monitor continuously.
The core check is reconciliation: attributed revenue plus direct/unknown must equal your Stripe net MRR for the period, to the cent. It ties together first-party tracking and Stripe revenue sync with revenue attribution into one number you can trust — or a warning when you can't.
A dashboard that can't be wrong is a dashboard that's lying.
Broken tracking rarely announces itself. It shows up as a chart that still looks plausible — right up until you make a budget decision on a number that quietly stopped being true.
Confidence without proof
Most tools present attribution as fact with no way to check it against revenue. If the numbers can't be reconciled, "trust us" is all you have.
Silent tracking breakage
A CNAME change, an expired token or a deploy can stop events flowing — and a client-side setup often keeps showing yesterday's shape, so no one notices for weeks.
No explanation for the gap
When attributed revenue doesn't match Stripe, most tools just... don't mention it. Without a health view, you can't tell a real decline from a tracking bug.
Reconcile, monitor, and warn — continuously.
- Step 01
Reconcile to Stripe
Every period, attributed plus direct/unknown is checked against your Stripe net MRR to the cent. Reconciliation is the ground truth everything else is measured against.
- Step 02
Monitor every stage
We watch ingest, identity match, Stripe sync and destination forwarding independently, so a problem is isolated to the exact stage where it happened.
- Step 03
Alert on drift
If match rate dips, events stop arriving, or forwarding fails, you get a data-health warning with the cause — not a silently wrong chart.
Health for the whole pipeline, stage by stage.
Attribution accuracy isn't one number — it's a chain, and it's only as strong as its weakest link. Signal Sparrow scores each stage separately so you always know exactly where a gap is, and whether it's affecting the revenue you report or the conversions you forward.
A degraded stage turns amber and links to the events behind it — so every gap has an explanation, never a shrug.
Trust that survives scrutiny.
Reconciliation is exact by design; match and delivery rates reflect typical performance across connected accounts.
When it doesn't reconcile, we say so.
This is the promise the whole product is built on. If attributed revenue plus direct/unknown ever drifts from your Stripe net MRR, the reconciliation strip turns amber and points you to pipeline health — never a pretty chart that hides the problem. Conversions we can't match are shown honestly as Direct/Unknown, never invented to close the gap.
Breakage that pages you, not surprises you.
A tracking gap you find in next month's report has already cost you a month of decisions. Signal Sparrow watches the pipeline continuously and alerts you the moment something breaks — a token expires, a match rate drops, a destination starts failing — with the cause and the fix, in the tools your team already uses.
Reconciliation drift
Flagged the moment totals stop tying out.
Delivery failures
Retries automatically, alerts if they persist.
Token & connection health
Warned before an expired token drops events.
Slack & email
Alerts where your team already works.
Stripe reconciliation
Meta CAPI delivery
Google Ads tokenVerifiable data from day one.
Add the first-party snippet and connect Stripe over OAuth — reconciliation and pipeline health switch on automatically, with no configuration and no data team. From your first conversion, every number comes with a match rate and a health check attached.
Questions, answered.
Everything teams ask before switching their attribution to Stripe truth. Still curious? Talk to us.
Reconciliation is the check that your attributed revenue plus direct/unknown equals your actual Stripe net MRR for a period, to the cent. It proves your attribution data is complete and accurate instead of asking you to take it on faith.
Match rate is the share of Stripe revenue that Signal Sparrow can confidently tie to a tracked click through the identity graph. The remainder is shown honestly as Direct/Unknown — never guessed or padded to look better.
It varies by traffic mix, but most well-instrumented SaaS sites land in the high 80s to low 90s. What matters more than a single benchmark is that the unmatched revenue is disclosed as Direct/Unknown, so your totals still reconcile to Stripe.
You get a data-health alert identifying the exact stage — ingest, identity match, Stripe sync or destination forwarding — along with the cause. Failed conversion deliveries retry automatically, and you're notified if the problem persists.
Some customers arrive with no trackable source — direct navigation, offline referrals, or blocked sessions. Rather than inventing a source, Signal Sparrow reports that revenue as Direct/Unknown so your attributed and unattributed totals still add up to Stripe MRR.
Yes. Ingest, matching, reconciliation and delivery are monitored continuously, and reconciliation is verified every period, so issues surface as they happen rather than in a monthly review.
Ready to see which ads actually pay?
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