What is web attribution?

Web attribution is the process, and supporting technology, of understanding and attributing the touchpoints of a consumer journey across the web, whether it’s on a desktop or mobile web browser.

In the past, web attribution was fragmented with multiple browsers and sessions using different protocols and tools for structure and communication.

However, because the consumer journey is also fragmented overall, involving multiple devices (smartphones, tablets, personal computers, etc.), platforms (mobile vs desktop web), and channels (paid, email, social, etc.), web attribution has evolved over the last decade and is being paired with mobile attribution to form holistic attribution solutions.