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Exerta uses server-to-server attribution to tie every recovered sale back to the exact ad, comment, or DM that started the conversation. Attribution is set up by you using a unique postback link — configured either directly in your backend tracker or via Google Tag Manager. When a buyer interacts with your agent and completes a purchase, you see precisely which creative drove that revenue, which channel it came through, and which agent action closed the sale. To get attribution working, you need to complete the setup in your tracking platform. See the guides below:

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How attribution works

1

A buyer comments or sends a DM

A potential customer comments on one of your ads or sends you a DM on Facebook, Instagram, or another connected channel.
2

Your agent replies with a tracked link

Exerta’s agent responds with a personalized message and a short tracked link — a compact URL with conversion tracking embedded directly in it. No pixel needs to fire on the buyer’s device.
3

The buyer clicks and purchases

The buyer follows the link and completes their purchase on your store. The tracked link captures every step of that path.
4

The sale is attributed end-to-end

The completed purchase is matched back to the specific ad, ad set, campaign, channel, and creative that triggered the original comment or DM.
5

Revenue appears in your dashboard

The sale surfaces in your Exerta dashboard under the conversation that closed it — so you can see the exact exchange that led to that revenue.

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What attribution shows you

Once attribution data starts flowing, you can answer questions that most brands can’t — because most brands are relying on pixels that miss half the picture.
  • Which ad or creative drove the most recovered revenue — see your top-performing creatives ranked by the sales they generated through agent conversations
  • Which channel converts best — compare Facebook comments vs. Instagram DMs vs. website live chat to see where your buyers are most responsive
  • Which agent actions led to sales — break down revenue by action type (reply, offer delivery, DM routing) to understand what your agents are doing that actually closes
  • Revenue per conversation — see the average value of a conversation on each channel, and use it to prioritize where to invest
Every offer link your agent sends is a tracked Exerta short link. These links are compact, brand-safe, and contain all the attribution data Exerta needs to close the loop. Attribution is confirmed server-to-server via your configured postback link — no browser pixel required on the buyer’s device. Each tracked link captures:
  • Channel — where the conversation started (Facebook, Instagram, TikTok, live chat)
  • Ad — the specific ad or post the buyer interacted with
  • Agent action — what the agent did (initial reply, discount offer, follow-up DM)
  • Conversion outcome — whether the link resulted in a purchase, an abandoned cart, or a browse session
Because the tracking is embedded in the link itself and confirmed server-to-server, the attribution data is complete regardless of what happens in the buyer’s browser.

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Shopify attribution

For Shopify stores, attribution is entirely link-based — tracked short links are all that’s needed, and there is no app to install. When a buyer follows a tracked link to your Shopify storefront and completes a checkout, the order is attributed back to the Exerta conversation that delivered the link. Every recovered sale is visible in your Exerta dashboard alongside the conversation that generated it, so you can trace any order back to the ad, the comment, and the agent response that led to it.
Server-to-server attribution is more reliable than pixel-based tracking — it is not affected by ad blockers, iOS privacy changes, or browser restrictions. Attribution requires a postback link configured in your tracking platform. See the tracking setup guide to get started.
Use attribution data to identify your best-converting creatives and double down on the ad angles that drive the most recovered revenue.