Attribution

Overview

Attribution helps marketing teams understand which channels, campaigns, and touchpoints contribute to conversions. Rather than giving all credit to the last click before a purchase, the platform distributes conversion credit across the entire visitor journey — from initial awareness through to final action.

The platform achieves this by maintaining a detailed record of each visitor's interactions across marketing channels. Its scripts set persistent cookies that follow visitors over extended periods, capturing every ad click, organic search visit, email open, and social media referral. This comprehensive journey data feeds into attribution models that calculate each channel's contribution to revenue.

What This Script Does

• Sets persistent first-party cookies to identify visitors across sessions and channels
• Captures page views, referral sources, UTM parameters, and click identifiers
• Records interaction data at each marketing touchpoint in the visitor journey
• Sends collected journey data to Attribution's servers for multi-touch modeling
• Tracks conversion events and maps them back to contributing touchpoints
• Collects device and browser information for cross-device attribution analysis

Consent & Compliance

Attribution's core function is tracking visitor behavior across sessions and channels using persistent cookies — a clear tracking activity under GDPR and ePrivacy. The script collects referral sources, click IDs, device information, and browsing patterns over extended periods. This data is used to build detailed visitor journey profiles for marketing optimization. Consent is required before deploying these scripts in jurisdictions with cookie consent laws.

Should You Block This Without Consent?

Yes. Attribution is a marketing analytics platform that sets persistent tracking cookies and builds detailed visitor journey profiles across channels and sessions for advertising optimization purposes.