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Linkrunner Now Measures Websites Too

Lakshith Dinesh

Lakshith Dinesh

Head of Growth, Linkrunner

Last updated on 3 min read

Linkrunner Now Measures Websites Too

Published 6 November 2026

Linkrunner is a mobile and web attribution platform. It measures installs, deep links and ad spend for apps, and visits, sign-ups and purchases for websites. Web attribution is available now, in beta, and customers already use the Web SDK.

Mobile stays core. Nothing changes for mobile customers. Your app attribution, deep links and SKAN setup work exactly as before. Web is an addition, not a replacement.

What does the Web SDK (beta) capture?

The Web SDK (beta) is a small script that records what happens on your site and ties it to the campaign that sent the visitor. Our guide to web attribution (beta) explains the idea in full. Here is what it records.

  • Page views, including navigation inside single-page apps.
  • First-touch and last-touch UTMs and ad click IDs, such as gclid, fbclid and ttclid.
  • Traffic classes: paid, organic, social, referral, direct and AI search (visits from ChatGPT, Perplexity, Claude, Gemini, Copilot and Grok). AI search is classed separately, so it stops hiding inside "direct". See how to track AI assistant traffic to your website .
  • Sign-ups and purchases, sent as named events.

Website projects

  • Web attribution (beta) supports a project for a website alone, or for a website alongside an app.
  • Web and app data sit side by side, with an App | Web switch in the Users and Events tabs. If you are weighing this against linking ads to an app, see web attribution vs web-to-app attribution .
  • For people who start on mobile web and finish in the app, our guide to deep linking for web-to-app covers that handoff.

Attribution that survives payment redirects

A visitor who leaves for a payment gateway or a 3D Secure page and returns in a new tab often loses their source. The Web SDK (beta) keeps it.

  • Last-touch UTMs are kept for 24 hours from the campaign click, so a new-tab return from a gateway still credits the right campaign.
  • Last-touch click IDs are kept for 90 days.
  • First touch is kept until the visitor's browser storage is cleared.

The detail is in tracking UTMs through payment gateway redirects . For choosing between models, read first touch vs last touch attribution for websites .

Reporting: first touch or last touch

  • The reporting API takes attribution=last_touch (the default) or attribution=first_touch.
  • Last-touch attribution credits the most recent tagged visit. First touch credits the visit that found the visitor.
  • Reference: reporting campaigns API.

First-party collection

Ad blockers can stop third-party scripts. Two first-party routes help the Web SDK (beta).

  • Proxy through your own site, so the script and events travel on your domain.
  • A collection subdomain with a CNAME, set up on a domain you own.

Shopify

  • Shopify stores use the Web SDK (beta) checkout pixel to record page views, purchases and sign-ups.
  • Setup takes about 30 minutes. Steps are in the Shopify docs.

Who is web attribution (beta) for?

  • App teams whose users first meet the brand on a website and want the whole path in one place.
  • Website-only teams, such as SaaS, content and ecommerce, that need to know which campaigns drive sign-ups and purchases.
  • Teams watching AI assistants that send visitors, who want web attribution (beta) to name that traffic instead of lumping it into "direct".

How to get started

  1. Read the Web SDK docs. They cover installing the SDK as a script tag or in Next.js.
  2. For Shopify, follow the Shopify guide.
  3. Read the web attribution hub (beta) for the full overview.
  4. Want help setting up? Request a demo.

Already measuring ChatGPT Ads for an app? See ChatGPT Ads attribution: how it actually works.

FAQ

Is Linkrunner still a mobile attribution platform? Yes. Linkrunner is a mobile and web attribution platform, and mobile remains the core. Nothing changes for existing mobile customers. Web attribution, currently in beta, is an addition for teams that also want to measure a website.

Is the Web SDK ready to use? It is available now, in beta, and customers already use it. Beta means the product is still being refined, so check the Web SDK docs for current behaviour before you rely on any setting.

Can I use web attribution without an app? Yes. You can create a website project that tracks a site on its own, or one that sits alongside an app so web and app data sit side by side, with an App | Web switch in the Users and Events tabs.

Related reading

Guides that sit closest to this topic.

First Touch vs Last Touch Attribution for Websites

First touch credits the visit that found a visitor; last touch credits the one that converted them. See how each works on a website and when to use each one.

Track AI Assistant Traffic to Your Website

See which visits come from ChatGPT, Perplexity, Claude and Gemini. Learn why AI traffic hides in direct, how referrers and UTMs show it and how to report it.

Payback Window Impact: How an MMP Shortens CAC Recovery by 20-40% Across Verticals

How an MMP shortens CAC payback by 20-40% across verticals. Benchmark curves, the mechanics behind the shift, and how to model it for your app.

Web Attribution vs Web-to-App Attribution

Web attribution measures the website itself. Web-to-app follows a visitor from your site to an app install. See how the two differ and when you need each one.

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