People-Based Attribution (PBA): getting started

At a glance: People-Based Attribution (PBA) provides a unified view of customer journeys across channels, platforms, and devices. 


Related reading: Onboarding guide to PBA 

PBA principles

  • PBA consolidates website and mobile app data to provide a holistic view of campaign performance across a brand’s digital properties. Advertisers use PBA to understand customer journeys in terms of people, rather than devices.
  • PBA data—on the PBA dashboards and in raw-data reports—is used for marketing analyses and campaign optimization. 
  • Data consisting of website visits, and user events is acquired using SDKs and/or APIs. 
  • For each touchpoint (visit) to the website: the media source responsible for bringing the visit is determined. Any resulting event (conversion) is attributed to the touchpoint media source. 

PBA analytics dashboards and raw data

  • PBA data is presented via analytics dashboards being Activity, Web-to-App, Conversion Paths, and raw-data reports. 
  • Data in the dashboards filtered and grouped using dimensions like mobile platform, media channel, and media type, This enables you to drill down and dissect the data.



This dashboard displays user acquisition and conversion flows across platforms, devices, and marketing channels.

  • It contains performance metrics on how campaigns drive app installs and web conversions.
  • Metrics focus on specific performance characteristics like location, device type, media sources, campaigns, etc.



Use Web-to-App to examine the impact and results of your web marketing efforts on driving mobile app installs.

  • Gain insights as to how different media types (paid, owned, earned), media channels (direct, social media, organic search), and media sources interact and contribute to your overall user acquisition efforts. 
  • Attribute organic installs driven by your web efforts.
  • Examine the interaction between the web efforts and non-organic installs.

Conversion Paths


This dashboard displays a marketing analysis of web and mobile touchpoints that users encounter on their path to conversion. It shows how the interaction between different media sources, types, channels, platforms, and devices drive users to convert.


Raw-data offers in-depth insights and include the media source attributed/responsible for bringing the user to the website. 

  • Web touchpoints: visit to the website
  • Web events: actions performed on the website like subscribe or purchase 
  • Web-to-App and Conversion path journeys are provided in full.
  • BI tools are used to analyze the data for additional insights.
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