Web attribution
Measure every web touchpoint, every conversion, and every cross-platform journey using first-party signals, server-side tracking, and modeled methods. Web attribution that holds up after third-party cookies, ITP, and ATT.
Trusted to deliver the most extensive data, for optimized campaign performance
THE SINGULAR PROMISE
Web attribution built for the cookieless reality
Third-party cookies are deprecated, browser tracking restrictions tightened every year, and most web measurement tools were built for a world that no longer exists. We rebuilt web attribution around first-party signals, server-side event collection, and integration with the same cost and attribution infrastructure that powers your mobile and CTV campaigns. One platform, every channel, post-cookie ready.
Capture web events with first-party signals
With a web SDK, Google Tag Manager integration, and server-side event collection, you have flexible options to measure web behavior without depending on third-party cookies.
Connect web spend to web outcomes
Ingest cost data from web ad networks and join it to attribution at the source. Granular ROAS, CAC, and CPA reporting at the campaign, creative, keyword, and audience level. Learn more about cost aggregation.
Stitch web journeys to mobile and CTV
Web users who later install your mobile app, click through to your CTV campaign, or convert on a partner site all get tracked as one journey. Learn more about cross-device attribution.
Send web events back to networks for optimization
Push web conversion events to ad network Conversions APIs (CAPIs), so platforms optimize against real outcomes rather than upper-funnel proxies. Lower CPAs, smarter targeting, mobile-parity feedback for web.
Choose the attribution model that fits your business
First-touch, last-touch, multi-touch, position-based, and data-driven models. Configure attribution per channel, per campaign, per region, with the model your team actually believes in.
Govern web data the same way you govern mobile
Templatized UTMs, automated link governance, and standardized naming across web, mobile, and offline campaigns, so reporting rolls up cleanly across every channel. Learn more about data governance.
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MARKETING TOOLKIT
Built for cross-channel marketers who run web alongside everything else
DATA FOUNDATION
Collect web spend across every paid source
Pull web campaign cost data from APIs, emailed reports, Google Sheets, and cloud storage across paid social, search, programmatic, affiliate, and offline channels. Granular cost, joined to attribution, ready for ROI reporting.
DATA FOUNDATION
Standardize web links and UTMs automatically
Templatized UTMs that align with your mobile attribution dimensions deliver consistent reporting across platform, campaign, country, asset, and keyword. Stop debating which campaign is which between web and mobile teams.
CUSTOMER EXPERIENCE
Connect web behavior to mobile outcomes
Unify your web and app marketing into one journey: which channels drive web traffic, which channels drive web conversions, which channels move web visitors into your mobile app. The full picture of how users engage your brand.
ACTIVATION
Send web postbacks to optimize networks
Send web, PC, and console conversion events to ad network Conversions APIs, including Meta CAPI, Google Enhanced Conversions, TikTok Events API, and other partner CAPIs. Networks optimize against real signals, your CPAs drop, your campaigns get prioritized correctly.
OMNICHANNEL MEASUREMENT
Capture web events through your preferred method
Web SDK for direct site instrumentation, Google Tag Manager for tag-based deployment, or server-side tracking for offline events. Pick the implementation that fits your stack and Singular handles the rest.
ACTIVATION
Push web data into your warehouse and BI tools
See user-level logs, aggregate data, and transformed marketing data into Snowflake, BigQuery, Redshift, Databricks, S3, Tableau, and Looker through Singular’s marketing ETL. Same pipeline, every channel.
HEAR THEIR VOICES
Our customers say
The ROAS and Retention Analytics reports changed how we evaluate UA. We used to have to pull from multiple places. Now it’s all in one view and we can actually see what’s working.
Günay Azer
Founder
6
Hours of weekly reporting saved
It’s not about whether the other MMPs have less or more features. It’s that when there is an issue, which inevitably happens with any MMP, Singular is very quick to act and figure out a solution with us.
Gus Viegas
Head of Growth
23%
Success rate app installs 7d
When I give the creative team clear, data-backed instructions, we are able to produce better creatives faster.
Wanbing Zhu Andresson
Head of Performance Marketing
2X
Creative throughput
I know that Singular is the best-in-class MMP. We’re confident we won’t fall behind the latest and greatest trends and market needs.
Josh Nadler
Senior Product Manager, Marketing Platform
99%
Reduction in link generation time
Singular helped us save operation costs, define the resources we needed for the migration, and coordinate the team we needed. Which made the migration more than worth it for us.
Sebastian Pontillo
Head of Marketing Technology
60%
ROI in operational costs
Singular has a very technical and knowledgeable team, which is reflected in its level of support and is more aligned with the maturity level of our organization.
Eric Couto
Head of Marketing Tech
32
Apps migrated
There is more flexibility than one might find somewhere else, and also a strong customer service element with keenness to do new things, like with SKAN, or other projects I’m discussing with the team.
Arif Ehsan
Head of Digital Marketing & Loyalty
30%
Spend saved from fraud
GOT QUESTIONS?
Web attribution FAQ
Web attribution assigns credit to the digital touchpoints (ads, emails, social, organic search, referrals) that drive a user toward a desired conversion on a website, like a purchase, signup, or lead form completion. Modern web attribution combines event collection (web SDK, server-side tracking, or tag managers), identifier matching (first-party cookies, hashed identifiers, authenticated user IDs), and an attribution model (first-touch, last-touch, multi-touch, or data-driven) to determine which channels actually drove the outcome. Singular goes one step further: it joins web attribution to cost data from 1,200+ ad networks and to mobile attribution, so web ROI calculates correctly and cross-platform journeys stay connected.
Third-party cookies powered most web attribution for two decades, and they are largely gone. Safari and Firefox already block them by default. Modern web attribution relies on four methods that work without third-party cookies: first-party event collection through a web SDK or Google Tag Manager, server-side event tracking that sends data directly from your servers to the measurement platform, authenticated user IDs (hashed emails, account IDs, logged-in sessions) that work across devices, and attribution links with UTM parameters that carry source data through every click. Singular supports all four, so attribution holds up regardless of browser or device.
Singular ties web behavior to mobile and CTV outcomes through three matching layers: authenticated user IDs (where users log in), device-level matching for first-party identifiers, and modeled methods where deterministic signals don’t exist. The result is one user journey across desktop, mobile web, and mobile app, captured in a single attribution view. Read more on cross-device attribution.
Singular pushes web conversion events to ad network Conversions APIs (CAPIs), the server-to-server feedback channel that has replaced pixel-based event tracking on most major platforms. Supported destinations include Meta CAPI, Google Enhanced Conversions, TikTok Events API, Snapchat CAPI, and a long tail of partner CAPIs. Server-side conversion delivery preserves user privacy, improves data accuracy, and lets ad networks optimize against actual outcomes instead of upper-funnel proxies. See the full list of supported integrations.