How We Track Data
A session begins when a visitor lands on your site and AttributionHub does not see our session cookie. Our script then:
- Generates a unique session ID
- Captures key session metadata
- Stores anonymized or encrypted identifiers in browser cookies (or localStorage if cookies are disabled)
- Sends session meta data with identifiers to AttributionHub databases
When a conversion or exit event is detected:
- We collect the event data
- Event data is asynchronous to AttributionHub’s backend
- AttributionHub links associates the event with the user’s session data
No custom tagging or manual configuration is required after installation.
What AttributionHub Tracks
Once installed, the AttributionHub script automatically tracks session attribution data, conversions, and exit events. This data provides valuable insight into the customer journey and connects top-of-funnel activity with bottom-of-funnel outcomes. The infrastructure empowers your team to make informed, data-driven decisions to optimize marketing ROI.
AttributionHub tracks attribution-critical milestones — landing, conversion, and exit — not every pageview. This keeps the signal high and noise low.
Session Data
For each session to the website, we create identifiers for the user and the session. This allows us to identify all sessions with a particular user and all session data with a specific session.
Attribution
We determine the source and medium of each session using referral headers and UTM parameters. This allows us to assign a source and medium for the session, attributing the session to marketing campaigns, referrals and organic sources.
User ID
To connect user’s browsers and devices with data in our systems, we generate an ID using a combination of the network IP address and browser fingerprinting techniques. The values are anonymized and no personally identifiable information (PII) is stored or exposed. Generated UIDs are stored in the _attr_uid cookie (or in localStorage if cookies are disabled) and in our databases. If cookies are dropped, we attempt to recover the ID from client data; otherwise, a new ID is generated
Session ID
To determine the active session, we randomly generate a string and use it to identify the session. The session ID is stored in the _attr_session cookie (or localStorage if cookies are disabled). Sessions expire when the user closes their browser or power off their device. If the user returns within 30 minutes of the session start time and is identifiable, the session will resume, even if they closed their browser or powered off their device.
Landing Page
The web page the user first visits in the session is considered the landing page. This enables you to identify the entry points for the website and then connect those entry points with performance data.
Session Start Time
The time the user starts the session is recorded. We use it to provide time based metrics on sessions and conversions.
UTM Parameters
Standard UTM parameters are used to attribute sessions to marketing efforts. They are appended to URLs used in advertisements like so:
1https://example.com/?utm_source=google&utm_medium=cpc&utm_campaign=summer_sale&utm_term=attribution+software&utm_content=cta_button
We collect the 5 standard UTM parameters below
- utm_source
- utm_medium
- utm_campaign
- utm_term
- utm_content
The utm_source and utm_medium will override the default source and medium values.
Conversion Tracking
A conversion is a high-value event on your website — such as a form submission, CTA button click, eCommerce transaction, or other key action. The specific events that count as conversions will depend on your website and business model.
Conversion data is essential for understanding performance. When you link conversions to session data, you can attribute outcomes directly to marketing efforts — both online and offline. By combining AttributionHub data with external sources (like CRMs or revenue systems), you can uncover insights such as:
- Marketing campaign ROI
- Average time to conversion or sale
- Customer lifetime value (CLV)
- And more...
At this time, we only support form submission conversions. However, if there is a conversion type you’d like to see supported, please reach out to your account representative and we’ll see what we can do to support it!
For each conversion we track the following information:
- Page conversion occurred on
- Previous page before the conversion
- Time of the conversion
Form Conversion
A form conversion occurs when a user submits a form and enters the contact stage of your sales or marketing funnel. AttributionHub captures key event data — including the user's email address.
The email acts as a unique identifier, allowing AttributionHub to connect session-level attribution data with contact records in your CRM or marketing automation platform. Since most downstream systems use email to identify contacts, this link makes it possible to bridge anonymous top-of-funnel activity with known bottom-of-funnel outcomes.
Form Types
Each AttributionHub script is specific to the type of conversion and the type of form on your website. Make sure the script that is compatible with your forms is installed. If unsure, reach out to your account representative for assistance.
Currently we support the following form platforms:
- Hubspot
- Marketo
- Gravity Forms
- Standard HTML Forms
If you need additional form type support, reach out to your account representative for assistance. We can help support your forms!
Exit Tracking
When a user navigates away from your website — by closing a tab, switching focus, or ending their session — AttributionHub records an exit event. While multiple exits can occur during a session, only the final exit is stored to maintain signal clarity.
This tracking helps identify potential drop-off points in the user journey and provides insight into session timing. For each exit, AttributionHub records:
- The last page viewed
- The previous page before the exit
- The timestamp of the exit
Understanding where users tend to exit can highlight friction points and inform opportunities for UX or conversion rate improvements.