SIG//01 About
Built by people
tired of guessing.
Tracepointer started as an internal tool. We were running paid campaigns for businesses with long, human sales processes and could not answer the only question that mattered.
The question nobody could answer
A surrogacy agency spends £30,000 a month on Meta and Google. A lead arrives on a Tuesday. They book a consultation eleven days later, reschedule twice, and finally attend on a Thursday three weeks after the ad they clicked.
By then the ad platform has long since counted the form fill and moved on. The cookie that would have connected them expired after seven days. The CRM knows they showed up but not where they came from. Two systems each hold half the answer and neither can see the other.
So the agency optimises for form fills, because that is the only signal it can measure — and the campaign that produces cheap leads who never attend beats the one that produces clients.
We built Tracepointer to close that loop. Not to produce a prettier dashboard, but to make the last three weeks of the customer journey visible and feed them back to the platforms doing the bidding.
SIG//02 How it is built
Rules we do not break.
Every one of these is painful or impossible to change once millions of rows exist. They were decided before the first table was created.
Events are never edited
A correction is a new event, never an update to an old one. Every lead status and booking state is rebuilt from the event log, so history can always be reconstructed.
Duplicates are free
Every ingestion path is idempotent. A webhook delivered three times produces one event. Nobody has to think about retry logic.
Identity is issued server-side
A first-party cookie set over HTTP on your own domain. Never a JavaScript cookie, which Safari caps at seven days and Chrome is tightening.
Platform numbers are never final
Meta and Google restate spend and conversions for up to 28 days. We re-sync a rolling window rather than pretending yesterday was the last word.
History does not change silently
Reports freeze after 35 days. Later changes are written as labelled restatements. An agency will forgive a restatement; it will not forgive last month quietly moving.
The minimum personal data possible
Hashed identifiers for matching. Hashed or truncated IPs. Raw values only where a company enables them, states a purpose, and attaches a retention period.
SIG//03 What we are not
Deliberately narrow.
There is a long list of things we could add. Most of them would make the product worse at the one job it exists to do.
- Not an ecommerce attribution tool. That is a crowded fight against established players, and it is not where long sales cycles live.
- Not a marketing mix model. Incrementality modelling answers a different question and needs a scale of spend most agencies do not have.
- Not an AI budget optimiser. We give the ad platforms better signal and let their bidding do what it is already good at.
- Not a CRM. Your sales process should live where your team already works. We read from it and write outcomes back out.
Registered
England and Wales
Based in
London, United Kingdom
Data stored in
United Kingdom and EEA
Contact
hello@tracepointer.com
Want the long version?
We are happy to walk through exactly how attribution is computed, where your data sits, and what we would need from your CRM.