Web attribution is the method of tracking and acknowledging the key interactions during a user’s journey that contribute to a successful outcome, typically known as a conversion.
This concept involves identifying and assigning value to the various interactions a consumer has while navigating the internet, whether through a desktop or mobile browser. Historically, web attribution faced challenges due to the diversity of browsers and sessions, each using distinct protocols and tools.
However, today’s consumer journey is inherently fragmented, spanning various devices (like smartphones, tablets, PCs), platforms (mobile versus desktop browsing), and channels (such as paid ads, emails, social media). As a result, web attribution has advanced significantly, now integrating with mobile attribution to provide comprehensive attribution solutions.
The following section compares and contrasts web attribution with its mobile counterpart, highlighting key differences and functionalities.
Web attribution operates by gathering web events from users. These events are then attributed to sources based on the web SDK loaded on a client’s site, which can track referrers or direct traffic (where no referrer is involved). This SDK, a small JavaScript code snippet, is optimized for site performance and security.
Referrers, either paid or organic, reveal the prior site visited by a user. The referral data is tracked across the web session using either web cookies or a persistent customer user ID (CUID).
For effective web attribution, marketers must establish an attribution flow, incorporating:
The prevalent model in web attribution credits the last non-direct interaction for a conversion. This is illustrated with an example where Google is credited in a user journey.
The significance of web attribution is particularly evident in the context of mobile technology. It forms a critical part of holistic attribution strategies, revealing non-paid web traffic sources and complementing the mobile app perspective of user journeys.
Despite challenges in web-based marketing measurement and analytics, the enduring presence of web attribution technology is notable. It remains a crucial part of the consumer experience. For instance, mobile-first companies use web ads and pages to enhance cross-device experiences and drive app installs and conversions. Similarly, web-centric businesses leverage their understanding of web-mobile relationships to strengthen their brand strategies and performance goals.
