Overview

Understanding Context in Event Attribution:

Every event captured by Elevar contains metadata that reflects the environment in which the event took place. This context includes:

• Consent values at the time of the event
• Cookies available during the event
• Click IDs for marketing attribution

This data ensures that events are sent with the correct information to marketing destinations. However, a challenge arises when the context changes without being refreshed.

The Context Refresh Challenge

Headless Websites:

In headless websites, page loads occur only once, meaning that the Elevar script is loaded only at the initial visit. Since Elevar captures context upon script initialization, any changes such as a user accepting cookies are not reflected in future events unless manually updated. This can lead to:

• Inaccurate attribution, where events retain outdated consent states.
• Misalignment between user behavior and recorded context.
• Potential data loss for marketing and analytics tools.

The Solution: Manually Refreshing Context

To prevent outdated context from affecting event attribution, developers should trigger a manual context refresh when there are significant changes, such as:

• A user accepting or rejecting cookies
• A route change in a single-page application
• Modifications to tracking parameters (e.g., click IDs)

Elevar provides a utility function to refresh context. Calling this function ensures that all subsequent events carry the most up-to-date data.

Example Use Case:

• A user lands on a product page with consent values set to "denied."
• Elevar captures the initial context and logs the page view event.
• The user accepts cookies on the same page.
• Without a manual refresh, the "Add to Cart" event will still carry the outdated "denied" consent status.
• By calling Elevar’s context refresh utility upon consent change, the new context ("granted") is applied to all subsequent events.

Implementation

Route Changes:

• Any navigation changes without a reload will ideally notify Elevar via a utility.
• This utility will update the contextual information that Elevar uses to enrich Data Layer events. The utility can be used like so:

window.ElevarInvalidateContext?.()