Web attribution

Web attribution for the visits that turn into customers

Q: What does web attribution measure?

Web attribution connects website visits and conversions to acquisition sources. Linkrunner records first and last touch UTMs and ad click IDs and classifies traffic sources, including AI assistants. The Web SDK is in beta.

Q: Is the Web SDK ready to use?

The Web SDK is in beta and available now: create a website project, or ask a project admin to turn on Web Campaigns. Website projects and the web campaigns reporting API are live.

Q: How is this different from web-to-app attribution?

Web-to-app attribution follows a visitor from your site through the store to an app install. Web attribution measures the website itself: visits, sign-ups and purchases on the web, credited to the campaign or source that brought the visitor.

Q: Do I need an app to use it?

No. A website project tracks a site on its own. Tabs that need an app stay locked until you add your App Store or Play Store listing.

Q: Can I switch between first-touch and last-touch credit?

Yes. The SDK stores both, and the web campaigns reporting API takes an attribution parameter of last_touch (the default) or first_touch.

Q: What if ad blockers stop the SDK?

Use first-party collection: proxy the script and ingest path through your own site, or register a collection subdomain and point it at Linkrunner with a CNAME record.

Connect website visits, sign-ups and purchases to campaigns and referral sources. Compare first and last touch, including traffic from AI assistants.

Start measuring free Book a demo

The Web SDK is in beta. Website projects and the web campaigns reporting API are live.

demo.linkrunner.io

Join 250+ growth teams using Linkrunner.

Web attribution

See which sources bring visitors who sign up and buy

Follow the visit that found a customer, the touch that converted them, and the campaigns behind both.

First touch and last touch, both kept

The Web SDK stores UTMs and ad click IDs for the visit that found the visitor and the one that converted them, so you can credit either.

UTMs and click IDs such as gclid, fbclid and ttclid

Switch the example to see which source gets the credit

Visitor journey

3 Oct
6 Oct
9 Oct

$48credited toMeta

AI assistant traffic

Visits from ChatGPT, Perplexity, Claude, Gemini, Copilot and Grok get their own traffic class, next to paid, search, social, referral and direct.

Compare visitors, sign-ups, purchases and revenue

See each assistant inside the AI traffic breakdown

Visitors from AI assistants6,240

13.9% of all visitors

ChatGPT3,120
Perplexity1,180
Claude860
Gemini610
Copilot, Grok470

Website projects

Track a website on its own, or turn on Web Campaigns in an app project to see web and app side by side. Add the app later if you start web-only.

Web visits and app installs for the same campaign

Sign-ups and revenue alongside each acquisition source

Campaign revenue

WebApp

festive_saleMeta$31,640

Web$10,1809,800 visits

App$21,4603,120 installs

brand_searchGoogle Ads$18,260

Web$5,9206,450 visits

App$12,3402,210 installs

Visitor journey

3 Oct
6 Oct
9 Oct

$48credited toMeta

Through checkout

Keep the campaign connected through checkout

When a payment gateway or 3D Secure step brings a visitor back in a new tab, their last-touch attribution comes with them.

Meta ad click

Checkout

yourstore.com

Total$48.00

New tab

yourstore.com

Awaiting payment

Purchase$48.00Campaign saved

24hLast-touch UTMs

90dLast-touch click IDs

Until clearedFirst touch + identity

How it works

From your website to your first campaign report

01New project

yourstore.comWebsite project

AppWebsiteBoth

Web project token••••••••••8f2a

Create a website project

Choose Website or Both when you create a project, or turn on Web Campaigns in Project Details. Linkrunner creates your Web project token.

Create your project →

02Add the SDK

<script src=".../lr.js" defer>lr.identify(user.id)lr.track('signup')lr.track('purchase', { amount: 48 })

Page view
Sign-up
Purchase

Add the SDK, identify users

Add the script or Next.js component, identify users at sign-in, and track sign-ups and purchases. Page views and single-page app navigation are tracked from the first load.

Read the Web SDK docs →

03Web campaigns

Revenue$24,620

$10,180festive_sale
$5,920brand_search
$8,520retarget_oct

Read web campaigns

Compare visitors, sessions, sign-ups, purchases and revenue. The Reporting API also returns spend and ROAS, down to Meta and Google ad sets and ads.

Explore the reporting APIs →

First-party collection

Collect events through your own domain

Send events through your own site with a proxy, or use a collection subdomain pointed at Linkrunner with a CNAME record.

Events sent before the SDK loads are queued and replayed
Send payments and sensitive state changes from your backend through the Event Capture and Revenue Tracking APIs

Set up first-party collection →

yourstore.com

Purchase$48.00

Third-party requestBlocked by ad blockers

Your subdomainlr.yourstore.com

LinkrunnerSending

Shopify stores

Connect the storefront visit to the checkout

A storefront script and checkout pixel connect supported Shopify journeys to acquisition sources. Verify a test order alongside your store reporting.

Set up Shopify →

StorefrontStorefront script

CheckoutCheckout pixel

yourstore.com

Festive hoodie$48

yourstore.com/checkouts

Order #1042$48.00 paid

Order #1042Attributed toMeta

Hear from our customers

Trusted by teams that care about more than attribution.

“The level of customisation that Linkrunner was able to offer was unmatched by any of the other competitors we looked at. Their team took the time to understand our exact requirements and delivered a solution that felt tailored to our needs, rather than forcing us into a fixed framework. That flexibility made a significant difference for us and was one of the key reasons Linkrunner stood out.”