Webinar – Dual Dimensions: Connected Attribution Across Web & Mobile Ecosystems

On 27th November 2025, Apptrove hosted an insightful online webinar titled “Dual Dimensions: Connected Attribution Across Web & Mobile Ecosystems.” The session brought together leaders from affiliate marketing, performance marketing, and digital measurement to decode how brands can unify tracking across platforms, break silos, and make smarter data-driven decisions.

Speakers

  • Parul Mehta Bhargava – CEO & Co-founder, vCommission
  • Vijay Tiwari – Business Head, JioCoupons
  • Rashim Jacob – Head of Performance Marketing, Tide

Moderated by

  • Udit Verma – CMO & Co-Founder, Trackier & Apptrove
  • Anchal Siwag – Associate Director, Customer Success, Trackier & Apptrove

Why Connected Attribution Matters Today

Attribution is no longer a back-end analytical task,  it’s a strategic differentiator. While India continues to debate attribution models, global ecosystems have rapidly evolved from last-click attribution to multi-touch frameworks, and today, towards media mix modelling and hybrid systems.

The discussion opened with a critical question: How do we define modern attribution in 2025, and what has changed most in strategic execution?

From Last-Click to Hybrid Models: The Shift Is Real

Rashim highlighted a major shift- attribution today is no longer about just the final conversion event.

Instead, brands are prioritizing high-value signals, cohorts, incrementality, event-level drop-off analysis. Especially in fintech, where journeys are long and multi-step, the focus has shifted from conversion alone to understanding where users fall off, and feeding those signals back to platforms like Meta and Google for smarter modelling.

Understanding the Journey, Not Just the Destination

Representing a publisher ecosystem, Vijay emphasised the complexity of modern user behavior, especially in networks like Jio with multiple apps and touchpoints.

A user may watch a cricket match on Hotstar, engage with a gamified coupon experience, see ads across different Jio apps or purchase via an influencer link. In such cases, attributing credit solely to the last interaction misrepresents actual influence. Instead, the objective is to fairly represent awareness touchpoints, intent drivers and conversion triggers.

During high-engagement events like the IPL, Vijay shared that up to 10–12 million users interact with gamified experiences, reinforcing why multi-channel touchpoint measurement is essential.

Blind Spots in Attribution: Where Do Brands Struggle?

Parul pointed out one of the biggest gaps are the lack of standard attribution logic across channels.

With brands investing in Google, Meta, Affiliates, D2C marketing, Short-form video platforms, OEM placements and Influencer networks most still measure success in siloed dashboards.

Another recurring challenge is that brands try to save cost by avoiding attribution tools only to overspend on duplicated or poorly optimized media.

Emerging Channels Gaining Momentum

Short-form video and Telegram communities emerged as surprising performance growth channels, especially for emerging D2C brands looking for rapid reach and conversion-friendly user bases.

Other channels like cashback apps, coupon ecosystems, and influencer-driven conversion were also highlighted as scalable sources for user acquisition.

The Road Ahead: What’s Next for Attribution?

Across the panel, one sentiment was clear: Attribution is evolving, and will continue to evolve.

With AI entering the measurement landscape and user journeys growing increasingly cross-platform, attribution must become cross-device, channel-agnostic, incrementality-driven, transparent and real-time. Hybrid frameworks powered by first-party data, probabilistic signals, and touchpoint weighting are becoming the new standard.

Closing Thought

This webinar reinforced a truth many performance and growth leaders are now acknowledging: Attribution isn’t just about tracking conversions — it’s about understanding influence.

As digital spending becomes more complex, connected attribution across web and mobile isn’t just relevant, it’s necessary for scalable, efficient growth.



from Apptrove https://apptrove.com/webinar-dual-dimensions-connected-attribution/
via Apptrove

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