Cross-Chain Attribution
Technology that tracks user conversions across multiple blockchain networks
Tracking user behavior across multiple blockchains to connect ad exposure on one chain to conversions on another. Essential for accurate measurement in web3's multi-chain ecosystem.
Why It's Necessary
Users regularly see ads on one chain (Ethereum) but convert on another (Polygon, Arbitrum, Base). Without cross-chain tracking, these conversions appear organic rather than ad-driven, causing advertisers to undercount results and overestimate CAC.
How It Works
Requires infrastructure that monitors multiple chains simultaneously and links wallet addresses across different networks. This becomes significantly more difficult when dealing with different ecosystems like EVM and Solana, where wallet addresses have completely different formats—unless you can rely on cookies to connect the same user across ecosystems.
Business Impact
Without cross-chain attribution, you significantly undercount conversions and miscalculate ROI. As the ecosystem fragments across more L1s, L2s, and non-EVM chains, this capability becomes increasingly critical for accurate performance measurement.