How is web attribution different from web-to-app attribution?
Our campaigns send people to the website, and some of them later install the app. Which of these two do we actually need?
Answer from the Linkrunner team
They answer different questions. Web attribution asks which campaign brought the visits, sign-ups and purchases on your website, and lives entirely in the browser using UTMs, ad click IDs and a visitor ID. Web-to-app attribution asks which web page or ad sent someone to install your app and what they did next, and crosses from browser to store to app, usually with a deferred deep link carrying the context through the install. The practical test is where the conversion you care about happens. If it is on the site, you need web attribution. If it is in the app, you need web-to-app. If one campaign drives both, measuring only one undercounts it. Linkrunner covers both in one project set to Both, with web attribution in beta and an App | Web switch in reports. Web-to-app attribution tools compared: https://linkrunner.io/blog/best-web-to-app-attribution-tools
More on this: linkrunner.io/blog/web-attribution-vs-web-to-app-attribution