Tulo Paywall - Engage BI tracking

Target audience: Developers, Stakeholders

Introduction

Every Tulo Paywall renders with an embedded Tulo Engage BI tracker. Its purpose is to measure paywall performance — impressions, the purchase funnel, conversion rates — so publishers can see how their paywalls are doing.

What is tracked

Tulo Paywall never collects personal data on paywall visitors. The Engage tracker emits events about how a paywall is performing — never about who the individual visitor is. The default payload describes the paywall and the surrounding content; the only visitor-derived signal is login state (anonymous or logged_in). No Payway Account ID, and no other personal data, is sent.

The tracker is on by default and cannot be disabled from the publisher side, because what it emits is non-personal paywall-performance data.

The single exception is Visitor identification — an opt-in via the tv JWT claim that attaches the visitor's Payway Account ID (userId) to the payload. This is intended only for publishers who run their own data collection: the events flow into your own data source, and you are responsible for the data and the consent behind it. Tulo Paywall does not store personal information about paywall visitors under any circumstance. See Visitor identification.

Lifecycle

1. The paywall response includes an Engage tracker <script> block that the paywall iframe injects into its document head.
2. The script loads, an EventTracker is constructed, and trackPageViews is enabled.
3. A pageview event is emitted immediately for the paywall render.
4. Additional events are emitted as the visitor interacts with the paywall and (for Klarna Payments Checkout) progresses through the purchase funnel.

What lives where

Topic	Page
The list of events, when they fire, and their payloads	Events
Opting the visitor's account id into the payload	Visitor identification