Kluvos

HOW KLUVOS WORKS

What It Does

Kluvos provides enhanced ad attribution and analytics for ecommerce businesses. If you're frustrated with inaccurate ad reporting, data loss, or attribution window limitations, Kluvos can help.

Kluvos collects and processes your first party-data on your behalf. From this data, Kluvos provides comprehensive attribution reporting.

After each purchase, Kluvos constructs a highly-detailed, Purchase Pathway which outlines interactions a user has had with your store along with interactions with ads, emails, SMS messages, or other marketing touchpoint.

A Purchase Pathway provides a wholistic view of the interactions a user has had with your store leading up to a purchase allowing you to pin point the exact advertising medium, campaign, adset, and ad that contributed to each of your purchases.

The technology that drives Kluvos is fundamentally different than cookie-based technologies that drives reporting in Google Analytics, Shopify Analytics, Facebook Ads, Google Ads, etc.

Since Apple changed the industry in 2021 with the release of iOS14.5, attribution has changed considerably. There is talk of more changes to come ā€“ which will likely not bode well for businesses who refuse to make changes in how they are collecting and analyzing their site and marketing data.

Kluvos features include:

  • Detailed Conversion Pathways
  • Long Attribution Windows (90 days+)
  • Cross Device Attribution
  • Superior Tracking Ability

The Problem

When it comes to attribution, there are two, very big problems ecommerce business owners and digital marketers are faced with.

First, the amount of information Facebook has about your ad performance has diminished significantly since iOS14.5. Audience pools have diminshed in size. ROAS has to be 'estimated' and can be wildly inaccurate.

Facebook can no longer access important ad performance data, and the data in your ad dashboard suffers. However, this is only true if you rely soley on Facebook and the ad dashboard for your attribution data.

This is a really important thing to re-emphasize. The iOS14.5 changes only impact data collected in the context of the Facebook application. You still have the opportunity to retrieve information about your ads ā€“ it just has to be done outside of Facebook.

This fact alone should demonstrate the need for an independent analytics provider.

However, not just any analytics provider will do...which brings us to the second problem.

The second problem has to do with cookies.

Safari has rolled out a new protocol called Intelligent Tracking Prevention (ITP). This new protocol limits the duration of cookies set in the browser. You can read extensively about ITP here.

The effect of ITP is the loss of data stored in a user's browser that is older than 7 days. For the vast majority of data providers, this change is catastrophic. It means now that attribution cannot be done beyond a 7 day attribution window which is very limiting when trying to assess ad performance.

Before ITP, Safari had no such limitations. A cookie could be set for years. This meant that it was possible to 'recognize' a user well beyond 7 days -- and with that ability, a greater understanding of that user's entire journey.

This is no longer possible using cookies.


The Solution

Now. Imagine a different world. Imagine that you and your business collects, stores, and processes all of your own data. You don't rely on third-parties like Facebook (whose ability to collect data has been greatly diminished by Apple). Since you collect all of your own data directly from your site, you aren't subject to any app restrictions that Apple has arbitrarily decided to impose -- now or any point in the future.

Furthermore, imagine you didn't have to rely on browser cookies, and as a result, had the ability to see much more accurate and comprehensive data. There is no 7 day limitation. Instead, you're able to see sessions a user has had with your store well beyond a 7 day period along with the specific ads that brought them there.

You're able to see how they interacted with your site and what they engaged with. You're able to see which campaigns are working at each section of your marketing funnel. You can identify the ads and ad platforms that are bringing people into your store, which ones are performing well at the middle of your funnel, and which ones are closing the sale.

In this way, you would not only be able to see which ads were converting, but also understand what marketing initiatives are most productive at each part of your marketing funnel. You'd be able to deploy your budget much more effectively.

This is the power of Kluvos. Kluvos collects all of your first-party data on your behalf to offer superior attribution and analysis for your ongoing marketing efforts.


The Technology

As previously mentioned, Kluvosā€™ approach to attribution is fundamentally different than than the technology that has traditionally driven cookie-based attribution.

Kluvos employs a server-side tracking system in order to conduct attribution and retain the ability to track ads for longer periods of time. Kluvos also collects and processes client side data and network data to assist with tracking algorithms.

All of this allows Kluvos to provide highly detailed and comprehensive reporting about your ads.

Note that Kluvos' technology is not infallible. User tracking is a dynamic field, with changes happening constantly. While we can't claim perfect tracking (no one can) our algorithms and tracking technology offer a far superior ability compared to alternatives mentioned previously.

We're happy to talk more about the specific advantages behind our technology, how it works, and what it's limitations are. Just reach out to support@kluvos.com!

Data Privacy

Kluvos takes data privacy seriously. We believe internet users who wish to remain anonymous have the right to do so.

We provide a means to allow you users to opt-out of tracking directly from your store.

We collect anonymous network, browser, and device data that is used to assist in our attribution methods.

This data includes:

  • user agent
  • device type
  • screen size
  • ip address
  • browser
  • browser version
  • screen resolution
  • utms
  • referrer
  • on-site behavior

We set two, first-party cookies on your users' browsers:

  • _kpixel_lt: Persists indefinitely throughout multiple sessions.
  • _kpixel_s: Persists only for duration of session.

If a user sends a do not track signal, a block cookie will be set:

  • _k_block: Persists as long as browser will allow.

Kluvos also requires some information about your customers from a Shopify webhook. The purchase data we collect from Shopify includes:

  • order value
  • items purchased
  • order details
  • order number
  • transaction id
  • email