Cross-Chain Attribution
Technology that tracks user conversions across multiple blockchain networks
Traditional Background
Traditional cross-device attribution was challenging but possible through login data, probabilistic matching, or unified IDs. However, there was no equivalent to tracking users across multiple parallel networks.
Web3 Evolution
Users in web3 regularly interact with multiple chains - seeing an ad on Ethereum but converting on Polygon or Arbitrum. Cross-chain attribution connects these interactions, crucial for accurate CAC calculation and CPTx billing in a multi-chain ecosystem.
Technical Complexity
Requires sophisticated infrastructure that monitors multiple chains simultaneously through wallet linking and connects addresses across different networks. Not all advertising platforms offer this capability, but it's essential for accurate attribution in today's multi-chain reality.
Business Impact
Without cross-chain attribution, advertisers significantly undercount conversions and overestimate CAC. Users who see ads on one chain but convert on another appear as organic traffic rather than advertising-driven conversions, leading to incorrect ROI calculations.
Available Providers
Several advanced platforms offer cross-chain attribution as part of their core technology. This capability is becoming increasingly important as the web3 ecosystem fragments across multiple L1s and L2s, essential for accurate view through conversion tracking.