intermediate
3 min read
Onchain Attribution: How It Works
The technical flow of attribution in web3
Web3 attribution is anchored in observable wallet activity, rather than cookies or device-level identifiers. While wallets are not equivalent to users, they provide a consistent surface for measuring exposure and onchain actions.
A simplified attribution flow
- Ad Impression: User wallet 0x123... is served an ad
- Wallet Connection: That wallet connects to your protocol
- Conversion Event: The wallet executes a target action (swap, stake, bridge)
- Attribution Match: System confirms the wallet that saw the ad converted
Implementation basics
- Track which wallet addresses are served ads
- Monitor those wallets for subsequent protocol interactions
- Define an attribution window (typically 7-30 days)
- Log conversions when tracked wallets execute target actions
- Exclude ineligible users (saw ads elsewhere, existing users)