Attribution
Attribution is the process that ties a conversion back to the specific traffic source, creative, and click that caused it. Last-click is the most common model within a defined attribution window, though multi-touch models exist too.
How an attribution window works
The attribution window is the period during which a conversion still counts toward a given click, commonly 24 hours to 7 days after the click. A longer window credits more conversions to a source, but makes the click-to-result link less trustworthy, especially if a user was exposed to ads from more than one source.
Attribution in a PWA funnel
In PWA arbitrage, attribution rides on a click ID that has to survive the whole chain intact: tracker, prelander, PWA, in-app event, postback back to the ad platform. Any break in that chain — a redirect that drops parameters, for instance — breaks attribution, and the platform loses track of which creative actually worked. APEX's postback setup is built to carry the click ID through every stage of the PWA funnel.
FAQ
- What attribution window is typical in arbitrage?
- Windows of 24 hours to 7 days after the click are the most common, with the exact value set by the ad platform or tracker. Too short a window misses delayed conversions; too long a window weakens the link to a specific source.
- What usually breaks attribution in a PWA funnel?
- Most often it's a lost or truncated click ID somewhere in the chain — a redirect that drops parameters, a cached prelander, or a misconfigured postback. Verifying the click ID survives from click to final event is basic hygiene before scaling a campaign.
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