Stripe
Connect Stripe to track every payment as a conversion and attribute revenue to the ad campaigns that drove it.
Stripe
The Stripe integration tracks every payment your business receives as a conversion event. Atribu attributes that revenue back to the ad campaign, ad set, and specific ad that originally brought the customer to your site.
What you get
- Every Stripe payment recorded as a
payment_receivedconversion - Revenue attributed to specific ad campaigns for accurate ROAS
- Customer identity matching -- Atribu links payments to earlier ad clicks
- Payment Links with built-in attribution tracking
Connecting Stripe
Open Integrations
Go to Settings > Integrations in your Atribu workspace.
Start the connection
Click Connect next to the Stripe card. You will be redirected to Stripe.
Authorize on Stripe
Sign in with your Stripe account and authorize Atribu. This sets up a secure webhook so Stripe notifies Atribu every time a payment occurs.
Verify the connection
Back in Atribu, the Stripe card should show Connected. Payments will start flowing in automatically.
How it works
When a customer makes a payment through Stripe, the following happens:
- Stripe sends a webhook to Atribu with the payment details (amount, currency, customer email, billing info)
- Atribu creates a conversion -- a
payment_receivedevent is recorded with the exact amount - The identity graph links the payment -- Atribu matches the customer's email from the payment to any previous visits on your site
- Attribution is computed -- Atribu traces back to the original ad click and assigns revenue credit to the campaign
Atribu processes three types of Stripe events to ensure no payment is missed:
| Event | Purpose |
|---|---|
charge.succeeded | Primary payment event -- most charges arrive this way |
checkout.session.completed | Richer data from Stripe Checkout and Payment Links |
payment_intent.succeeded | Fallback for cases where the charge is not in the payload |
How payment attribution works
Here is a typical flow: a customer clicks your Meta ad, visits your landing page, and fills out a contact form. Two weeks later, they pay via Stripe. Atribu matches the email from the Stripe payment to the email from the form submission, then traces that visitor back to the original Meta ad click. The revenue is attributed to that specific ad.
What data Atribu receives
| Data | Description |
|---|---|
| Payment amount | The amount charged, in the original currency |
| Currency | USD, EUR, MXN, etc. -- Atribu normalizes to your reporting currency |
| Customer email | From receipt email or billing details |
| Customer name | From billing details, if provided |
| Customer phone | From billing details, if provided |
| Stripe Customer ID | Used for identity matching across multiple payments |
Revenue and ROAS
Stripe payments are the gold standard for ROAS
Stripe payments are classified as cash revenue. This is the only type of revenue used for ROAS (Return on Ad Spend) calculations. Pipeline values from CRMs like GoHighLevel are tracked separately and never mixed into ROAS. This ensures your ROAS reflects actual money received, not projections.
Payment Links
Atribu can generate Stripe Payment Links with built-in attribution tracking. These links include metadata that ties the payment directly to a specific customer and campaign, even before the customer completes checkout.
This is useful for:
- Sending personalized payment links to leads
- Tracking which campaigns generate the most direct payments
- Attributing revenue when the customer pays without visiting your website first
Stripe dashboard extension
Atribu has a Stripe App that runs directly inside your Stripe dashboard. It shows you which ad campaigns drove each customer and their attributed revenue -- without leaving Stripe. Ask your account manager about enabling it.
Troubleshooting
Payments are not appearing
- Check that the connection status shows Connected in Settings > Integrations
- Stripe webhooks may take a few seconds to arrive. Refresh the page after a minute.
- If the issue persists, disconnect and reconnect the Stripe integration
A payment shows as unattributed
Attribution requires the customer to be identified before paying. This usually happens when:
- The customer filled out a form on your site (email or phone captured)
- The customer's email on Stripe matches an email already in Atribu
If a customer pays without ever visiting your tracked site or submitting their email beforehand, the payment will be recorded but cannot be attributed to an ad campaign.