Adtriba

Overview

Adtriba is a marketing attribution platform that tracks customer journeys across multiple marketing channels to determine which touchpoints contribute to conversions. Its scripts fire on advertiser websites to capture the data needed to build multi-touch attribution models, helping marketing teams understand which campaigns, channels, and creatives drive results.

What This Script Does

Adtriba's tracking scripts perform:

• Pageview tracking: Captures every page view on the advertiser's site, recording the page URL, timestamp, referrer, and UTM campaign parameters. This data feeds into the attribution model to map the customer journey.
• Conversion events: Fires on purchase confirmation, signup, or other conversion pages to record completed conversions with transaction details (order value, product categories, transaction ID).
• First-party cookies: Sets first-party cookies to generate a persistent visitor identifier that tracks the same user across multiple sessions and touchpoints. This enables multi-session journey reconstruction.
• Referral source capture: Records the traffic source for each visit (organic search, paid search, social, email, direct, referral) by parsing referrer headers and UTM parameters.
• Data transmission: Collected touchpoint and conversion data is sent to Adtriba's servers, where machine learning models attribute conversion credit across the observed touchpoints.

Consent & Compliance

Adtriba falls under the analytics/marketing consent category. The attribution tracking serves both analytics (understanding campaign performance) and marketing (optimizing ad spend) purposes.

Under GDPR and ePrivacy, Adtriba's tracking scripts require explicit opt-in consent before loading. The persistent first-party cookies used for cross-session visitor identification constitute non-essential storage under the ePrivacy Directive. The behavioral data collected (page views, conversion events, traffic sources) constitutes personal data processing under GDPR.

Under CCPA/CPRA, the visitor journey data collected and processed for attribution modeling constitutes personal information used for advertising measurement.

Should You Block This Without Consent?

Yes. Adtriba scripts set persistent tracking cookies, collect cross-session behavioral data, and transmit it to third-party servers for marketing attribution analysis. Block all Adtriba scripts until the user grants marketing consent.