---
title: Retidal documentation
description: Marketing attribution, event collection, decisioning, and email — one platform, one API.
---

## What Retidal does

Retidal is the platform that turns raw product and marketing events into attributed
conversions and automated decisions. You send events over a single project-scoped API
key, Retidal stitches them into cross-device, cross-ad-platform attribution, and your
decisioning rules turn that attribution into coupons, emails, and other reactions —
without you hand-rolling the plumbing between an ad click, a signup, and a reward.

## Reach, React, Reward, Return

Retidal's capabilities map onto four moments in a customer's lifecycle:

- **Reach** — get the click and the event onto the record: short links, ad-platform
  Click IDs, and cross-device stitching connect an ad impression to the product event
  it produced.
- **React** — decide what happens next: [decisioning rules](/docs/decisioning/decide)
  evaluate a profile in real time and grant the outcome your business logic defines.
- **Reward** — close the loop with an incentive: [coupons](/docs/decisioning/coupons)
  and other grants are issued as a direct consequence of a React decision.
- **Return** — bring the customer back: [email triggers](/docs/email/triggers) and
  [campaigns](/docs/email/campaigns) re-engage a profile based on what it did or didn't do.

## Find your role

- **Paid acquisition & growth** — own the ad spend and the attribution model:
  [Attribution: short links](/docs/attribution/short-links).
- **Lifecycle marketing** — own the emails a profile receives after it converts:
  [Email providers](/docs/email/providers).
- **Finance & admin** — own who has access and what it costs:
  [Console: members](/docs/console/members).
- **Engineering** — own the integration that sends the events everything else depends on:
  [Quickstart](/docs/quickstart).

## Explore by area

- **Get started** — the first event, authentication, and error handling:
  [Quickstart](/docs/quickstart).
- **Sending data** — events, identities, and Click IDs from your product:
  [Sending data: events](/docs/sending-data/events).
- **Attribution** — short links, cross-device stitching, and ad-platform callbacks:
  [Attribution: short links](/docs/attribution/short-links).
- **Decisioning** — evaluate rules against a profile and grant an outcome:
  [Decisioning: decide](/docs/decisioning/decide).
- **Email** — providers, templates, triggers, and campaigns:
  [Email: providers](/docs/email/providers).
- **Console** — projects, members, and query tools:
  [Console: projects](/docs/console/projects).

## Top recipes

- [Send your first event and see it accepted](/docs/quickstart) in under five minutes.
- [Attribute a conversion back to an ad click](/docs/attribution/short-links) with a
  short link and a Click ID.
- [Grant a coupon in response to a decisioning rule](/docs/decisioning/decide) evaluated
  against a live profile.