Conversion tracking · Session replay
Send every sale back to the ad platform that brought it
Browser pixels miss orders: ad blockers, privacy settings, a tab closed too early. Whence is the 2-in-1 pixel: it sends each sale and checkout step to Meta, Google, TikTok and the other platforms you use, from the server, and records every visit so you can see what each click did.
One month free · No card required · Whence finds the pixels already on your store
Whencefrom the serverSales sent to your ad platforms
- Metareceived
- Google Adsreceived
- TikTokreceived
- Pinterestreceived
- Snapchatreceived
- Microsoftreceived
Every visit, recorded for you
Conversion tracking
Ad platforms learn from the sales they hear about
Ad blockers, privacy settings and tabs closed too early keep browser pixels from reporting orders. Whence reports each sale and checkout step from your server, so Meta, Google Ads, TikTok and the others learn from the orders you really took.
- Sent from the serverEach sale leaves your server, not the shopper’s browser, so a blocker cannot drop it.
- Counted onceDeduplicated with each browser pixel: a sale reported by both is counted a single time.
- Buyer recognizedThe details that help each platform match a sale to its click travel with it.
- Tested in one clickSend a test event and see the platform’s answer beside it.
Sent only with your visitors’ marketing consent. Whence finds the pixels already on your store and fills in their IDs.
How it works
Three steps to your real ROAS
No tag manager, no developer. Whence does the fiddly part and shows you each step working.
Install Whence
The Shopify app turns on in one click. WooCommerce, WordPress and other sites take one plugin or one script.
Connect your ad platforms
Whence reads your store and finds the pixels already installed. Paste one key per platform, send a test and see it arrive.
See your real ROAS
Each sale reaches the platform that brought it, counted once with its pixel. Whence puts ad cost next to the orders and the recording of each visit.
The other half
Then see what each click did
The same install records every visit. Replays, heatmaps, frustration and funnels show why a shopper bought or left, and every ad gets a verdict.
Session replay
Watch a visit the way the shopper saw it, live or afterwards. What visitors type is masked.
Sessions →A verdict for every ad
Each ad judged on the real orders it brought, against the break-even point set by your margin.
Advertising →Heatmaps
Where visitors click and how far they scroll, page by page.
Sessions →Frustration
Rage clicks, dead clicks and errors, each with the visit that shows it.
Signals →Funnels
The step where visitors drop out on the way to an order.
Signals →In the app
Watch Whence work
Short recordings of the real app on the demo store, a fictional coffee roaster with demonstration data. Pick a topic, or let them play one after another.
Each ad platform, whether it receives your sales, and a warning when a sale could be counted twice.
Ad verdicts
Know which ads pay for themselves
Whence puts what you spend next to the orders really tied to each platform, then compares the return with your break-even point, worked out from your gross margin.
- What the platform claims, next to what your store actually counted.
- Your best ads first, each with its preview and the return it really brought.
- Open the visits behind any campaign and see what the money bought.
Ad platforms
Your sales, sent to every platform you advertise on
Server-side conversion APIs, deduplicated with each browser pixel. You choose which steps each platform receives.
Sent only with your visitors’ marketing consent: Whence reads the consent banner you already use.
The difference
AI assistants send you customers. Your analytics calls them “direct”.
When someone asks an assistant for a recommendation and lands on your store, the referrer is that assistant. Whence reads it and names it. You get to see whether that traffic buys, and how it behaves compared to a paid click.
Conversational sources, named
Everything else, also named
- Paid clicks are read from the platform's own click ID, not guessed from a UTM tag someone forgot to set.
- The source is fixed on arrival and stays attached to the visit, so a later internal link cannot overwrite it.
- Every source links to its sessions. A number you cannot open is a number you cannot act on.
The honest comparison
Free tools record sessions. None of them name your sources.
If all you need is to watch recordings, use a free tool; we would tell you the same on a call. Whence exists for the question they cannot answer.
| What you get | Free replay tools | Whence |
|---|---|---|
| Session recordings | Yes | Yes |
| Heatmaps | Yes | Yes |
| Unlimited traffic | Often | Priced by volume |
| Visits from ChatGPT, named | Filed as direct | Named |
| Visits from Perplexity, Gemini, Claude | Filed as direct | Named |
| Paid clicks read from the platform click ID | No | Seven platforms |
| Ad cost and ROAS beside the behavior | No | Connect plan |
| Which products deserve the spend | No | Decide plan |
Use a free tool if
You buy no traffic, you want heatmaps, and knowing your sources would not change a single decision this quarter.
Use Whence if
You spend money on ads and you are not certain what that money brings back, or your reporting has a large unattributed pile in it.
Use both if
Nothing stops you running two scripts. Keep the tool you already know for recordings, and add Whence for where the money comes from.
Pricing
Four plans, four questions
What you want the product to do, and how much traffic you send it, are priced separately. Prices shown at 25,000 sessions a month. Free up to 500 sessions a month, paid plans from $39.
Where every visitor came from, and what stopped them buying.
- Named sources, AI included Yes
- Eleven failure signals Yes
- AI summaries and answers 100 a month
- From 5,000 sessions
Every sale sent back to your ad platforms, without recordings.
- Orders sent to ad platforms from the server Yes
- Cost and ROAS per campaign Yes
- Session recordings No
- From 5,000 sessions
Save $9/mo vs. See + Send
Session replay and server-side conversion tracking in one tool.
- Everything in See and Send Yes
- Orders sent to ad platforms from the server Yes
- Google Ads and GA4 connected Yes
- Cost and ROAS per campaign Yes
- Daily report, more AI Yes
Which products deserve the spend, and whether your changes worked.
- Everything in Connect Yes
- Winning products, ROAS per item Yes
- Impact testing, API Yes
Questions
The things people ask first
Do you collect personal data about my visitors?
Some, and you decide. The recording never contains what visitors type: every input is masked in the browser before anything is sent, and password and card fields are never read. Separately, once a visitor allows statistics cookies, Whence keeps the email address, phone number and name they type into your store’s forms, so a visit can be tied to a person. You can turn that off in Settings. Visitors with no known identity appear under readable invented names built from a technical identifier.
Will this slow my store down?
The script is 70 KB compressed. It loads after your page, never blocks rendering, and samples mouse movement rather than recording every pixel of it. We would rather tell you the number than hide it.
How do you know a visit came from ChatGPT?
The browser tells us. When someone follows a link out of an assistant, the referring address is that assistant's domain, and we read it on arrival. It is the same mechanism every analytics tool has access to. The difference is that we bothered to name the sources instead of filing them under “referral”.
Can I ask for a visitor's data to be exported or deleted?
Yes. Both requests are built in, run as background jobs, and are recorded in an audit log. Retention is set per plan and can be shortened per store, down to a single day.
What happens when I hit my session limit?
Recording pauses for the rest of the month rather than billing you for the overage. You keep access to everything already recorded, and you can move up a plan at any point in the month.
Can I cancel?
At any time, from your own billing page, without writing to anyone. Your data stays available until the end of the period you paid for.
Find out where your last ten sales came from
One month free, no card, no call with anyone.
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