TripWorks → Roku · Conversion tracking
Connecting TripWorks to Roku Ads
TripWorks pushes operators toward abandoned-cart recovery and upsells, which means a meaningful share of its bookings are recovered rather than won and need to be labelled as such. 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 TripWorks booking 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 TripWorks → 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 TripWorks → Roku tracking rebuild — in their own words, on camera.
Why this join usually fails
Household-level identity, not a click never reaches TripWorks
The single most common cause. Recovery emails are opened days later on other devices, and the checkout itself is TripWorks-hosted.
Recovered bookings arriving as email traffic
Without persistence, cart recovery quietly transfers credit from the paid campaign that created the cart to the email that closed it. Both teams then report the same booking.
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 TripWorks and Roku actually connect
Two systems that know nothing about each other. Everything below exists to give them one shared reference.
Step 1
TripWorks holds the truth
A recovered cart is a booking the paid click did produce, eventually. An upsell added later is revenue the email produced. Both belong in the total and only one belongs to acquisition unmodified.
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 TripWorks booking. Without it there is nothing to join on and no tool fixes that.
Step 4
The event source decides reliability
Send completed bookings at total paid, with a flag distinguishing first-pass from recovered.
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 booking
Visible on the record itself in TripWorks, not merely captured somewhere on the site.
Sent from the TripWorks booking record
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 TripWorks's records agree within a few percent over a closed window.
Actually broken
Household-level identity, not a click missing on most records
Recovery emails are opened days later on other devices, and the checkout itself is TripWorks-hosted.
Sent from the browser
Anyone who closes the tab, blocks the script or converts without a page load is invisible. Without persistence, cart recovery quietly transfers credit from the paid campaign that created the cart to the email that closed it. Both teams then report the same booking.
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 TripWorks. 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 bookings 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 TripWorks and into Roku.
- 3
Check whether recovered bookings retain the original source
If they show as email or direct, the paid channel is being undercounted by exactly your recovery rate.
- 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 TripWorks's own records, not against either platform's dashboard.
- Household-level identity, not a click confirmed present on a live booking.
- A real conversion followed from click through TripWorks to Roku.
- Incremental lift measured against a holdout, with platform-reported conversions shown alongside rather than instead.
- Completed bookings reconciled against imported conversions, with recovered bookings identified.
- 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 TripWorks'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 bookings 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.
- No recovery flow means no double-claim, and this reduces to an ordinary booking integration.
- 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 TripWorks → 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 booking
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
DedupedTripWorks's own records are the reference, not either dashboard.
What gets built
Identifier capture into TripWorks
Persist the identifier against the abandoned cart so the recovered booking still resolves, rather than arriving as a direct visit from an email click.
Event source: the TripWorks booking record
Send completed bookings at total paid, with a flag distinguishing first-pass from recovered.
Dispatch to Roku
Server-side conversion upload with hashed identity, from your order system.
Reversals where they exist
Cancellations reverse.
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 TripWorks conversions showing in Roku?
Almost always because household-level identity, not a click never reached the TripWorks booking. Recovery emails are opened days later on other devices, and the checkout itself is TripWorks-hosted. 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?
The TripWorks booking record. Send completed bookings at total paid, with a flag distinguishing first-pass from recovered.
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 yourTripWorks → 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 TripWorks → 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 TripWorks 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
