About Fuse
Fuse is TNT Growth's conversion infrastructure. It takes an event — a form submitted, a call answered, a deal closed — and delivers it to every ad platform you advertise on, carrying the evidence that ties it back to the ad click that started it.
The hard part is not the delivery. It is that evidence.
The problem it solves
When someone clicks an ad, the platform attaches a click ID to the landing URL: gclid for
Google, msclkid for Microsoft, fbclid for Meta, and so on. That identifier is the only thing that
lets the platform later say this conversion came from that click — deterministically, not by
inference.
It is also extremely easy to lose. A redirect drops the query string. A form serializer ignores the hidden field. The CRM has no property to store it in. By the time the lead closes six weeks later, nothing in the record remembers where it came from, and the campaign that earned it gets no credit.
Fuse's job is to make sure the click ID survives the whole trip, and to deliver the conversion with it attached.
How a conversion reaches an ad platform
Two routes, and most accounts use both.
From the browser. The pixel captures the click ID when the visitor lands, keeps it as they move through the site, and sends it with the conversion event when they convert.
From your systems. Your backend, or a change in your CRM, posts the conversion to the Conversion API. Fuse resolves whatever identity it can, then fans the event out to each platform in that platform's own format.
Either way the event lands in the same place, gets the same identity resolution, and produces the same delivery record.
The pieces
The pixel
A small JavaScript bundle for your site. It reads campaign attribution out of the landing URL, keeps
it as the visitor moves between pages, and reports conversion events back to Fuse. It also appends a
hidden tnt_id field to your forms, so the attribution handle reaches your CRM without you storing
anything yourself.
Installed on all pages, not just the conversion page — attribution is captured on the landing page and spent later. See Pixel Installation, and Good and Bad Installations for the mistakes that quietly cost attribution.
The Conversion API
One HTTP surface, mounted under /api on https://flex.tntgrowth.io, authenticated with an
x-api-key header. One endpoint family per platform, each accepting that platform's own field names
rather than a lowest common denominator — so nothing is lost in translation on the way out.
Start at the Conversion API.
CRM change data capture
For HubSpot and Salesforce, Fuse can watch the records themselves. A stage change on an Opportunity, or a lifecycle change on a Contact, fires the conversion — no code on your side. Fuse reads the click ID off the record, falls back to the landing URL stored on it, and falls back again to the attribution session.
See the Salesforce Integration guide.
Attribution sessions
When a visitor first arrives from an ad, Fuse opens a server-side attribution session and hands
the browser a handle for it — tnt_id, a v4 UUID. The session holds what only the browser could see
at that moment: every click identifier, the UTM parameters, the landing URL, and match signals such
as IP address and user agent.
Send that handle back with a conversion weeks later and Fuse fills in whatever the conversion is missing. It only ever fills gaps — a session never overwrites a value you supplied, and it is scoped to your own account. Details in The Attribution Handle.
The platforms
| Platform | Guide |
|---|---|
| Google Ads | Google Ads Conversions |
| Meta (Facebook) | Meta Conversions |
| Microsoft (Bing) | Bing Conversions |
| TikTok | TikTok Conversions |
| LinkedIn Conversions | |
| Reddit Conversions | |
| OpenAI | OpenAI Conversions |
Seeing what happened
Every submission returns one or more submissionIds, and a single status endpoint answers for all
platforms:
GET /api/conversions/submissions/:submissionId
That is the difference between "we sent it" and "it arrived". If you would rather not build against the API for this, your account manager can share a private Conversion Delivery Portal link, which shows sent versus failed delivery, charts, and the click ID on each record — with no TNT login.
Testing without touching live data
Prefix the click identifier in your payload with TNT_TEST_. The event runs the full ingest,
validation, storage and queue path exactly as a real conversion would, so anything misconfigured
still surfaces as an error — and the final send to the ad platform is skipped, so your account's
conversion data is never touched.
Where to start
- Sending conversions from your own backend → Conversion API
- Installing tracking on a website → Pixel Installation
- Firing conversions from Salesforce → Salesforce Integration
- Checking an integration you already have → Testing Your Integration