Conversion is missing its identifier

What was observed

A conversion reached TraceLog with no stable identifier, or with a blank one. The row is also raised when a conversion is refused on arrival for a missing or empty identifier: that refuses its whole batch as invalid_schema.

Without an identifier, TraceLog cannot recognise a retry, a refreshed confirmation page or a redelivery from your server, so each would count as a new conversion.

Send the declared stable identifier with every conversion event.

What to check

1. Send your own system's identifier — the order number, lead id, or booking reference — as identifier on every conversion call.
2. Do not generate it in the browser. A random id created per page view changes on every retry.
3. If the value is not available in the browser at the moment of conversion, confirm the conversion from your backend, where it always is.

TraceLog.conversion("purchase", { identifier: order.number });

Effect on verification

It blocks. The install cannot reach verified until conversions arrive identified, and a verified project that starts receiving them without one is degraded by the same rule.