The best web-to-app attribution tools in 2026 are Linkrunner, AppsFlyer, Branch, Singular, Adjust and Airbridge. Each aims to credit an app install to the web campaign that sent the visitor to the store. They differ in how the web click is carried, whether a web SDK is required and which plan includes it. Linkrunner's web-to-app journeys are live, while its Web SDK for website attribution is in beta.
A paid click lands on your web page, the visitor taps "Get the app", installs, and the install shows up as organic. That is the failure this list is about.
Disclosure: the author works on Linkrunner, which is listed first. Where a vendor page did not state something, the table says "not stated" rather than guessing.
What is web-to-app attribution?
Web-to-app attribution credits an app install or in-app event to the web campaign, page or ad click that sent the visitor to the app store, by carrying the click's identifiers through the install.
- It follows one person from a web visit to an install and later events. It is covered in the web-to-app attribution glossary entry.
- Web attribution is different: it measures visits and conversions on the website itself. The two are compared in Web Attribution vs Web-to-App Attribution, and the basics are in What Is Web Attribution?.
- Many teams need both: web attribution for the site, web-to-app for the handoff.
How do the tools compare?
| Tool | Web-side component | How the web click reaches the app | Plan or price note |
|---|---|---|---|
| Linkrunner | Link on your own subdomain; Web SDK (beta) for website measurement; QR codes | Link carries the campaign; first open returns it through the app SDK; Meta campaigns created automatically with in-app events returned through the Conversions API | Free for the first 25k attributed installs, then from $0.012 per install. Web-to-app installs are included in the base plans and billed like any other attributed install; the $10 per 10k MAU listing is only for the Web Attribution SDK (beta) for website visitors |
| Singular | Web SDK; QR handoff for desktop visitors | "Web-to-App Forwarding" passes UTM and campaign parameters into store links; deferred deep linking restores destination and campaign on first open | Price not stated on the page; 14-day free trial |
| Airbridge | Web SDK for full web event measurement | Not stated on the fetched page | Core from $40+ a month, 30-day trial; page says Core supports web-to-app tracking only and Growth full web event measurement |
| AppsFlyer | Smart Banners and Smart Scripts; a Web SDK (also called the pixel) reports site visits and events and can set a customer user ID | Device detection sends new users to the store, then routes them to the intended content; matching method not stated | Not stated |
| Branch | Journeys banners and interstitials on the mobile website; the Branch Web SDK is implemented on the site or via a tag manager | A banner click opens the app or sends the user to the store, then to the content they were viewing, using direct or deferred deep links; matching method not stated | Journeys is part of Branch's Engagement product; price not stated |
| Adjust | Web SDK for web attribution (click-based only); Smart Banners and Smart Scripts for the web-to-app handoff | Campaign parameters are preserved into the app journey; where device identifiers are unavailable, Adjust says it can use probabilistic modeling and campaign parameters | Web Attribution and Smart Banners are listed as Growth solutions, add-ons for Core and Enterprise plans; price not stated |
Sources: each vendor's own pages, read on 10 Nov 2026 (Adjust, AppsFlyer and Branch help pages re-read in a browser). Adjust's web campaigns article states that its web measurement covers web-to-web campaigns, with web-to-app described in a separate article.
Linkrunner
- Meta: paste a Linkrunner link as the website URL of a Sales (Website) campaign and it appears in the report with spend synced.
- TikTok, Snapchat, LinkedIn, Reddit and ChatGPT Ads each use their own Linkrunner link, reported as separate campaigns.
- The page does not say the Web SDK is required for web-to-app; its setup uses a subdomain and the app SDK. The Web SDK is a separate, beta product for website attribution. See Linkrunner Now Measures Websites Too.
- Pricing: web-to-app attribution is included in the base plans, and those installs are billed like any other attributed install. The $10 per 10k MAU listed on the pricing page is only for the Web Attribution SDK (beta), which tracks website visitors.
Singular
- Closest to Linkrunner on the web side: a Web SDK plus parameter forwarding, QR handoff and deferred deep linking.
- Choose it if you already run Singular for the app and want the web visit in the same tool.
Airbridge
- The most explicit plan split: web-to-app tracking on Core, full web event measurement on Growth.
- Choose it if a published entry price and a trial matter early.
AppsFlyer, Branch and Adjust
- AppsFlyer and Branch describe banner and routing tools. Neither page read explains how the web click is matched to the install.
- Adjust's help pages describe Smart Banners and Smart Scripts for web-to-app, and a click-based Web SDK for web campaigns that is sold as a Growth solution.
- Check each vendor's documentation and ask directly about matching before you shortlist.
What limits all web-to-app attribution?
- Click IDs and storage on Safari. Safari can remove click IDs and limit script storage, so the identifier may not exist by the time of the store visit. See Safari Click ID Stripping.
- Consent and ad blockers on the web side reduce what the page can record before the handoff.
- Install delay. The visitor leaves your page, installs later and opens the app on another day, so the match must survive that gap.
- Matching without an identifier. When no click ID survives, tools fall back to probabilistic matching, which is less certain. Ask each vendor which method it uses and how it labels it.
- Using UTM parameters consistently keeps campaign names clean across the web and app sides.
How should you choose?
- Do you also need website-level measurement? Linkrunner (Web SDK, beta), Singular, Airbridge, AppsFlyer, Branch and Adjust all name a Web SDK on their pages. If you need a mature web analytics suite, keep your existing web analytics alongside.
- Which ad networks run web campaigns? Linkrunner lists Meta, TikTok, Snapchat, LinkedIn, Reddit and ChatGPT Ads. Check the same list for any other tool.
- What carries the match? Ask whether a deterministic identifier or a probabilistic match connects the web click to the install.
- How long does the web click stay valid? Linkrunner's Web SDK (beta) holds last-touch UTMs for 24 hours and last-touch click IDs for 90 days. The fetched competitor pages do not state their windows.
- What does it cost? Compare the per-install or MAU price, and check whether web-to-app installs are included in the base plan or charged separately. With Linkrunner they are included and billed as attributed installs; only the beta Web SDK for website visitors carries the MAU price.
Field note. Across Linkrunner support conversations with more than 10 customer groups in 2026, many iOS questions came from expecting user-level data from SKAN. The standard answer: SKAN is aggregate and delayed, so use web-to-app where user-level iOS data matters.
Linkrunner is a mobile and web attribution platform with a beta Web SDK. It is not a full web analytics suite.
How do you set it up?
- Set up the subdomain and the app SDK, place links where journeys start, then read the campaign in the report. Most teams are live the same day, and fully live within a week.
- Docs: Web SDK (beta) and Meta web-to-app.
- Make sure the first open after install reads the campaign back, so deferred deep linking lands the user on the right screen. The routing side is in Deep Linking for Web-to-App.
FAQ
What is web-to-app attribution? It credits an app install or event to the web campaign that sent the visitor to the app store, by carrying the click's identifiers through the install.
What is the difference between web attribution and web-to-app attribution? Web attribution measures visits and conversions on your website. Web-to-app attribution follows a visitor from the website to an app install and later events.
Do I need a Web SDK for web-to-app tracking? Not always. Linkrunner's web-to-app page describes a subdomain and the app SDK, with the Web SDK as a separate beta product. Singular and Airbridge name a Web SDK on their pages. Check each vendor.
Is Linkrunner's web attribution generally available? Web-to-app journeys are live. The Web SDK for website attribution is in beta, and customers already use it.
Which ad networks support web-to-app campaigns? For Linkrunner: Meta, TikTok, Snapchat, LinkedIn, Reddit and ChatGPT Ads. Ask other vendors for their current list.
Pick the one that fits your handoff
Choose on how the web click reaches the app, then on the plan. Linkrunner is a practical path if you want web-to-app journeys, deep linking and app attribution in one report. Request a demo from Linkrunner, or run the five questions above against any shortlist.