Web attribution refers to the process of identifying and crediting each online interaction that a user takes in their customer journey towards a conversion.
The vast majority of online conversions, regardless if they are making a purchase, signing up for an email list, or installing an app, involve many steps from start to finish … in fact, more than we can easily diagram. Furthermore, this fragmented customer journey often involves multiple browsers on various devices from desktop to tablets to smartphones.
Web attribution works by measuring data points related to a user’s online activity and connecting them to a subsequent conversion event. In order to track an online customer journey, web attribution and supporting technologies have evolved to attribute web events with various marketing channels (such as paid media, organic search, email, etc.). Singular combines, web attribution with mobile attribution in order to provide a holistic solution to advertisers who are seeking to understand and optimize their purchase funnels.