Key Concepts
Here are the handful of words you'll see across Signal Sparrow, explained in plain English. You don't need to memorize them — just know they're here whenever you want a quick reminder.
Visitor
Anyone who lands on your website. Signal Sparrow remembers where they came from (which ad, campaign, or link) so it can give credit later if they become a customer.
Conversion
A meaningful moment worth money — for example, someone starts a subscription, upgrades to a bigger plan, or converts from a free trial to paid. These are the events Signal Sparrow cares about, and they come straight from Stripe.
Attribution
Simply put: giving credit where it's due. Attribution is the process of connecting a paying customer back to the ad or channel that first brought them in.
Attribution model
The rule for deciding who gets the credit when a customer saw more than one ad. For example, should the first ad they ever clicked get the credit, or the last one before they paid? Signal Sparrow offers several models, and you can choose the one that fits how you think about your marketing.
Match rate
How much of your revenue Signal Sparrow was able to trace back to a source. A higher match rate means more of your sales are clearly explained. It's shown on your dashboard so you always know how complete the picture is.
Reconciled to Stripe
Our promise that the numbers add up to your real Stripe totals. The revenue we credit to your campaigns, plus the revenue we couldn't trace, always equals what's actually in your Stripe account. No guesswork, no inflation.
Destination
An ad platform you can send your results back to — like Meta, Google Ads, TikTok, Microsoft, or LinkedIn. Sending real paying-customer data back helps these platforms find more customers like your best ones.
Identity
The link between an anonymous visitor and a real person. When someone gives you their email (for example, at signup), Signal Sparrow can connect their earlier visits to their later payment — even if that payment happens days later.
Your customers' personal details are always protected. Sensitive information like email addresses is scrambled (hashed) before it's ever shared with an ad platform.
Where to go next
You now know what Signal Sparrow is, how it works, and the words behind it. When you're ready to set it up, head to Get Started.