Privacy-first attribution built for marketers
Understand what actually leads someone to convert.
Trace reconstructs the full journey someone takes before they convert, across sessions and channels, and tells you how confident it is in every conclusion. Evidence, not instinct. Built for the era of better tracking and better insights.
If your marketing numbers do not line up, you are not imagining it.
Last-click says one thing. Google Ads says another. Your CRM disagrees with both. GA4 went dark on half your traffic after the consent banner. And when the CFO asks why you are spending £40k a month on Meta, the honest answer is: we think it is working.
Trace was built for that gap, between what your tools report, and what you can actually defend.
Explore the platform
From snippet to signal in four steps.
Trace captures the full picture of what leads someone to choose your business.
Add a snippet
One lightweight script that works alongside your existing analytics. No rip-and-replace. No conflicts with GA4, GTM, or your CDP.
Follow the journey
Trace stitches sessions together using first-party signals and probabilistic matching, so a visitor comes back a week later, still connected to the same journey.
Weigh what mattered
Every touchpoint gets a share of the credit, based on position, timing, and behavioural signals, not an arbitrary rule like "first click" or "last click".
See the confidence
Each conclusion comes with a confidence score. You will know when the data is strong, when it is thin, and when to hold off on a big decision.
Stop crediting the last click for work it did not do.
For most teams, 60%+ of conversions show up in analytics as "direct" or "organic", because cookies expired, consent was refused, or the user switched devices. Trace rebuilds those journeys using first-party signals and aggregated data, so you can see the full influence chain instead of only the final step.
See Journey Explorer
Every number comes with a confidence score.
When a channel looks like it is driving 40% of conversions, you should know whether that is based on 2,000 journeys or 20. Trace shows the confidence behind every conclusion, so you can tell the difference between a trend and a coincidence.
See Analytics & Trends
Frequently asked questions
Everything you want to ask about Trace. Still have questions? Reach out to our team.
How is Trace different from last-click?
Last-click gives all the credit to the final step before conversion, which is fast and easy but almost always wrong. Trace looks at every touchpoint in the journey, including sessions that happened days or weeks earlier, and weighs how much each one likely contributed. It also tells you how confident it is in that weighting, so you know where to trust the numbers.
What is confidence scoring?
A measure of how reliable each attribution conclusion is, based on sample size, data completeness, consent rates, and journey complexity. A 92% confidence score means we have strong data behind the conclusion. A 58% score means treat it as a hypothesis, not a decision.
Do I need cookies for Trace to work?
No. Trace is built for a post-cookie world. It uses first-party signals, server-side events, and probabilistic matching to reconstruct journeys, with or without third-party cookies and with or without a full consent opt-in.
Is Trace GDPR compliant?
Yes. Trace is GDPR and CCPA compliant by design. It tracks journeys, not identities. No personal data leaves your control.
How long does setup take?
Most teams are up and running in under 10 minutes. It is one code snippet and a privacy policy update. If you want help, our team will walk through it with you.
What kind of businesses is Trace for?
E-commerce, SaaS, professional services, and subscription businesses with multi-touch journeys and meaningful marketing budgets. If you are spending more than £3k a month on paid channels, Trace will usually pay for itself by surfacing where that spend is actually working.
How does pricing work?
Starter is free up to 100 journeys. Paid plans start at £250/month and scale with journey volume. See the pricing page for the full breakdown.
Stop guessing. Start knowing.
Join the marketers already using Trace to defend marketing budgets with evidence, not instinct. Get started for free today.