Copper → Roku · Conversion tracking
Connecting Copper to Roku Ads
Copper is a CRM built to live inside Google Workspace, so most of what it records is captured automatically from Gmail rather than entered deliberately. Connected TV is a household medium with no click surface, which makes every conversion it reports a matched inference rather than a followed link. The join between them succeeds or fails on one thing: whether household-level identity, not a click reaches the Copper opportunity before the conversion happens, because Roku can only match a conversion it can tie back to a click it recognizes.
✓ 30-minute call · No commitment · You leave with a written remediation plan even if we’re not the right fit.
Written guarantee
95%+ conversion accuracy on Copper → Roku
Measured against your own order records at handover. Miss it and we keep working at no cost until it’s met.
Built on — and certified for — the platforms that matter
Stape
Pro Partner
Meta
Tech Provider
Tag Manager
TikTok
Events API
Microsoft
UET Partner
CAPI Partner
CAPI Partner
Built on the same partner stack used by enterprise DTC brands.
By the numbers
No fake testimonials.Just the math.
70+
Platforms supported
Shopify · Woo · Magento · BigCommerce · 65 more
8+ / 10
Meta EMQ guaranteed
in writing — keep working free until hit
2–4d
Build to live
accurate data flowing within 7 days
$0
Monthly fees, ever
one-time fixed price · you own the stack
400d
Cookie lifetime
max RFC 6265bis allows · 57× Safari ITP
9
Ad channels covered
Meta · Google · TikTok · MS · LI · Pin · Snap · Reddit · X
95%+
Tracking accuracy
verified vs Stripe · GA4 · ad-platform reports
30 min
Free founder call
no SDR · no pitch deck · written remediation plan
Every figure above is either a commitment we put in writing or a countable fact. What your own setup is losing is not on this list, because we haven’t measured it yet — that happens on the call, against your own order records.
Real clients · real videos · real outcomes
Don’t take our word for it. Watch the receipts.
Founders, marketers, and agency owners describing the before-and-after of their Copper → Roku tracking rebuild — in their own words, on camera.
Why this join usually fails
Household-level identity, not a click never reaches Copper
The single most common cause. Because records are auto-created from email threads, many exist with no web origin at all. A custom field populated by your web form is empty on every auto-created record, and those are frequently the majority.
Records created automatically from email
Copper's best feature is its worst one for attribution. Anyone your team emails becomes a record, and none of those carry a click identifier.
View-through on a screen nobody clicked
Every CTV conversion is view-through by definition. Some of that influence is real and some is a household that would have bought anyway, and no amount of pixel work separates the two. Only a holdout does.
Nothing reconciles afterwards
An upload that succeeds is not an upload that matched. Roku reports matched conversions and match rates. The match rate tells you how much of your audience it could resolve at all — and a geo holdout tells you whether the campaign moved anything.
Architecture
How Copper and Roku actually connect
Two systems that know nothing about each other. Everything below exists to give them one shared reference.
Step 1
Copper holds the truth
Copper's automatic capture from email means people and opportunities appear without anyone deciding they should. That is convenient and it makes record hygiene variable.
Step 2
Roku Ads needs a click to match
A pixel or server event on your side that Roku can match against, plus the hashed customer information the match depends on. Without that, the channel is measurable only by holdout.
Step 3
The identifier is the bridge
Household-level identity, not a click, captured at the visit and carried into the Copper opportunity. Without it there is nothing to join on and no tool fixes that.
Step 4
The event source decides reliability
Fire on won with the opportunity value, from web-originated records only.
Step 5
Deduplication at the destination
The deduplication problem is across platforms, not within this one. A household exposed to a TV ad and later reached by search and social produces a conversion all three will claim.
Diagnose it honestly
Working vs. broken, side by side
Both states look identical from the Roku dashboard, which is why this runs for months before anyone notices.
Normal — not a fault
Household-level identity, not a click present on the opportunity
Visible on the record itself in Copper, not merely captured somewhere on the site.
Sent from a Copper webhook on opportunity stage change
Server-side, so it does not depend on the customer's browser still being there.
Deduplicated correctly
The deduplication problem is across platforms, not within this one. A household exposed to a TV ad and later reached by search and social produces a conversion all three will claim.
Reconciles with the source
Roku's count and Copper's records agree within a few percent over a closed window.
Actually broken
Household-level identity, not a click missing on most records
Because records are auto-created from email threads, many exist with no web origin at all. A custom field populated by your web form is empty on every auto-created record, and those are frequently the majority.
Sent from the browser
Anyone who closes the tab, blocks the script or converts without a page load is invisible. Copper's best feature is its worst one for attribution. Anyone your team emails becomes a record, and none of those carry a click identifier.
Counted twice, or not at all
Every CTV conversion is view-through by definition. Some of that influence is real and some is a household that would have bought anyway, and no amount of pixel work separates the two. Only a holdout does.
Nobody has reconciled it
The dashboard shows a number and no one has compared it to Copper. A wrong number that nobody checks is indistinguishable from a right one.
Diagnostic sequence
Diagnostic order
Each step rules out a class of cause. Run them in order and the last one usually has a single explanation standing.
- 1
Count opportunitys carrying household-level identity, not a click
The ceiling on everything else. Do this before debugging anything downstream.
- 2
Follow one real conversion end to end
From the ad click through Copper and into Roku.
- 3
Measure what share of won opportunities originated from a web form
That share is the ceiling on what paid can ever be credited with.
- 4
Ask whether a geo or audience holdout exists
If it does not, the reported figure is exposure correlated with purchase, which is not the same as a campaign that caused one.
- 5
Read the match rate, not the success message
Roku reports matched conversions and match rates. The match rate tells you how much of your audience it could resolve at all — and a geo holdout tells you whether the campaign moved anything.
Source-of-truth validation
How it gets proven
Against Copper's own records, not against either platform's dashboard.
- Household-level identity, not a click confirmed present on a live opportunity.
- A real conversion followed from click through Copper to Roku.
- Incremental lift measured against a holdout, with platform-reported conversions shown alongside rather than instead.
- Web-originated opportunities separated from email-originated ones before any coverage claim.
- Reconciled over a fully closed window, matched per record rather than on totals.
- Re-checked 30 days later.
Straight talk
When you don't need this
Worth reading before paying anyone, including us.
- If Roku already reports conversions that reconcile against Copper's records within a few percent, this join is working and there is nothing to buy.
- Measure identifier coverage yourself first — pull your last hundred opportunitys and count how many carry household-level identity, not a click. Ten minutes, free, and it tells you whether any of this is worth doing.
- If your pipeline is built on outbound email and referrals, very little of it is attributable to advertising.
- If you cannot run a holdout, keep CTV budget small and report it as unproven. That is a more useful position than a matched number nobody can check.
Who this is for
Honest about who we’re a fit for.
We don’t take every project. Here’s how to tell if we’re right for you.
You’re a great fit if…
- You run Copper → Roku (or are migrating to it)
- You spend $5K+/month on paid ads (Meta, Google, TikTok, Microsoft, LinkedIn)
- Your reported ROAS doesn’t match what your bank account is saying
- You want to own your tracking stack — no monthly SaaS fees forever
- You have 2–4 days to do this once and never think about it again
Skip us if…
- You spend less than $500/month on paid ads (browser pixel is fine)
- You want a SaaS dashboard with monthly fees forever (Triple Whale, Hyros)
- You need attribution modeling — we fix the data foundation, not multi-touch reports
- You want a 6-month enterprise consulting engagement (we ship in 4 days)
- You expect us to manage your ad accounts (we don’t — that’s a different service)
If you’re still unsure,book the call anyway— we’ll tell you straight whether we can help.
What working looks like
Household-level identity, not a click on every opportunity
Server-sideCaptured before the conversion and stored where it survives.
Conversions arriving in Roku
8+ EMQThe conversion is matched to an exposed household within the attribution window and feeds the campaign reporting.
Reconciled against the source
DedupedCopper's own records are the reference, not either dashboard.
What gets built
Identifier capture into Copper
Populate the custom field from the web form at person creation, and accept that email-originated records will not carry it — measure that share rather than assuming coverage.
Event source: a Copper webhook on opportunity stage change
Fire on won with the opportunity value, from web-originated records only.
Dispatch to Roku
Server-side conversion upload with hashed identity, from your order system.
Reversals where they exist
Opportunities moved out of won should not leave a conversion standing.
Pick the package that fits your ad spend
Fixed-fee, no surprises. If your ad spend is meaningful,server-side tracking is what we recommend— it’s the only setup that survives iOS, Safari ITP and ad blockers.
Browser-side starter
Wires the join and verifies it on a live conversion. Honest about its ceiling where the source can only be read from the browser.
- The join built and tested end to end
- Verified on a real conversion
- Reconciled against the source's own records
- Written handover
1st-party server-side
Save $18K–$120K over 5 years vs Triple Whale / Hyros
The join built server-side from the source's own records, so it does not depend on a browser being present when the conversion happens.
- Events sourced from the system of record, not the browser
- Identifier captured and persisted end to end
- Deduplicated at the destination
- Reversals wired where the source supports them
- 95%+ accuracy guaranteed in writing
Full 1st-party stack
Every destination fed from one place, plus monitoring so a broken join surfaces in days rather than at quarter end.
- Everything in 1st-party server-side
- All paid destinations from one container
- CRM and offline loop
- Refunds and cancellations reversed everywhere
- Monitoring per destination
Not sure which tier fits?Book a 30-min scoping call— we’ll tell you straight, no upsell pressure.
How it works
Built in 2–4 days. Accurate data within 7.
We deliver the entire 1st-party server-side stack in 2–4 business days. You start collecting accurate, deduped conversion data the moment it goes live — and within 7 days every signal is flowing cleanly to Meta, Google, TikTok and the rest.
Kickoff + audit
30-min call. We map your current pixels, GTM, dataLayer, consent setup, and ad-platform integrations. You get a written report of every leak.
Build the stack
Server-side GTM container deployed on your subdomain. Meta CAPI · Google EC · TikTok Events API · Microsoft UET wired. Identity match + dedup configured.
QA + go-live
Live-fire test purchases across every funnel step. Meta EMQ verified at 8+. Tag Assistant + Pixel Helper passes. Side-by-side report delivered.
Verify accuracy
Your data flows clean. Within 7 days every signal — Meta, Google, TikTok, Microsoft — is fully accurate. Notion runbook + Loom walkthrough handoff.
Got questions?
The honestanswers.
No buzzwords, no upsell. If we don’t know, we say so.
01Why aren't my Copper conversions showing in Roku?
Almost always because household-level identity, not a click never reached the Copper opportunity. Because records are auto-created from email threads, many exist with no web origin at all. A custom field populated by your web form is empty on every auto-created record, and those are frequently the majority. Measure coverage before debugging the dispatch.
02What identifier does Roku need?
Roku matches exposure on a television to activity on other devices in the same household, using identity graphs and IP. Nobody clicks a TV ad. That means there is no identifier to capture, the match is probabilistic, and the unit of measurement is a household rather than a person.
03Where should the event come from?
A Copper webhook on opportunity stage change. Fire on won with the opportunity value, from web-originated records only.
04How do I know it worked?
Roku reports matched conversions and match rates. The match rate tells you how much of your audience it could resolve at all — and a geo holdout tells you whether the campaign moved anything.
Still have questions?Book a 30-min call— bring them all.
The call
What happens on your free 30-min call
No pitch deck, no SDR, no upsell pressure. Founder-led. Bring your ad-platform screens and yourCopper → Roku setup — we’ll work through it together.
Min 1–5
We get the lay of your store
What you sell, what you spend on ads, who handles dev. Quick context-gathering — no questionnaire upfront.
Min 5–15
We audit your tracking live
Screen-share. We open your Meta Events Manager, GTM, and ad reports. You see exactly which conversions are leaking.
Min 15–25
We map a fix
What needs rebuilding, what stays. The exact Copper → Roku setup we'd ship and what it would recover for you.
Min 25–30
Decide. Or don’t.
If we're a fit, we send a 1-page proposal in writing. If not, you walk away with a free remediation plan you can hand to anyone.
Get Copper and Roku joined properly
Book a free 30-minute call. We measure your identifier coverage live on your own account, and you leave with a written plan — including the option that you don't need us.
Free · 30-min consultation · No commitment · Replies in under 2 hours · Available worldwide via WhatsApp
95% tracking accuracy guarantee
Free 30-min consultation · from $400 · 1st-party server-side
95% guarantee · from $400
