One pixel. Every touchpoint. Seven models.

The Roots pixel records measured visits with source, campaign, click ID and device. Recognised online conversions and later-added offline conversions can then be linked to measured touchpoints.

How it works

One independent measurement, alongside the platform numbers

  1. 1. Install the pixel

    Place the base pixel in your site's head. Guides are available for WordPress, Shopify, WooCommerce, Magento, Webflow, Wix, Squarespace and Google Tag Manager. Then configure conversions and check the data received.

  2. 2. Every touchpoint captured

    First-party cookie plus server-side event, with UTMs, click IDs (gclid, fbclid, li_fat_id), referrer, device and session.

  3. 3. Link conversions

    Forms, bookings, click-to-call, mailto, orders from your online store and offline deals from your CRM — all linked to one visitor profile.

  4. 4. Compare all models

    Compare seven models: first touch, last non-direct, linear, position based, time decay, Markov and Shapley. The same measurement, a different allocation.

Attribution models

Compare, instead of believe

The same measured data, seven models. Does a channel differ greatly between models? You can see how sensitive its attributed value is to the chosen method.

First touch

Where does demand start?

100% of the value goes to the first touchpoint. Shows which channel brings in new people.

Last non-direct

Aligns with GA4

The last non-direct source gets all the credit. Useful for comparing your figures with existing reports.

Linear

Everyone counts

Value shared equally across all touchpoints. A fair baseline for long consideration journeys.

Position based

Our recommendation

40% first, 40% last, with 20% distributed across the middle. Shows how the outcome changes when the start and end carry more weight.

Markov

Data-driven

Calculates channel contribution from measured customer journeys by removing a channel from the model. This is not proof of causation.

Shapley

Data-driven

Allocates value based on each channel's average contribution in combinations of measured channels.

Time decay

Short cycles

More recent touchpoints carry more weight. Suitable for impulse purchases and bookings.

Implementation

Two lines in your site, done

Place the script in your template head; step-by-step instructions are available for every platform. The same API is available server-side for custom sites and apps. This can limit signal loss but does not bypass consent, ad blockers or browser restrictions.

  • · First-party cookie on your own domain
  • · Server-side event endpoint for reliable measurement
  • · Consent mode: cookieless fallback with aggregated sources
  • · 7.3 kB gzip, laadt asynchroon
<script async src="https://rootsmetrics.com/sr.js"
  data-key="sr_xxx"></script>

<script>
  // Run this after sr.js has loaded, on a successful reservation.
  srAttribution.track("reservation", { value: 84.5, currency: "EUR" });
</script>