Attribution and tracking modes
Conversion forwarding only sends conversions for visitors who agreed to marketing. How long a click ID (gclid, gbraid, wbraid, fbclid, ttclid, oppref) can be matched to a later conversion depends on the tracking mode of the site:
| Tracking mode | Visitor agreed to marketing | Attribution |
|---|---|---|
| Full tracking | Yes | Click ID kept in a first-party cookie for the platform's own conversion window. Conversions in later visits within that window are forwarded too. |
| Cookieless | Yes | Session-based. Nothing is stored in the browser, so the click ID is only matched to conversions in the same visit (30 minutes of inactivity ends a visit). |
| Either | No | Nothing is forwarded. |
Cookieless mode
In cookieless mode, Otus doesn't store anything in your visitors' browsers, not even when a visitor agrees to marketing. Conversion forwarding still works for those visitors, but only within the same visit: a click ID can only be matched to a conversion that happens before the visit ends.
Full tracking mode
If you want conversions in later visits to count, use full tracking mode, where the click ID is kept in a first-party cookie for each ad platform's own conversion window.
Before the visitor answers
Visitors often answer the consent banner a few seconds or pages after landing, while the click ID is only in the URL of the landing page. Until the visitor answers, Otus holds that visit's conversions on its servers. They're forwarded once the visitor agrees to marketing, and deleted if they decline or don't answer before the visit ends.