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

On the 27th of November 2025, the online event of Apptrove titled as “Dual Dimensions: Connected Attribution Across Web & Mobile Ecosystems.” featured a thoughtful discussion between the top leaders of the affiliate market, performance market, as well as the web/digital measurement space who met to deliver a single attribution goal on the web as well as the mobile environment.

With increasing complexity of consumer paths and consumption between devices, other media, and other platforms, the challenge of connected attribution has never been more pressing. This webinar hoped to address the question of just what is happening in attribution platforms, what is going wrong for brands today, and what marketers should be doing to systemically future-proof their measurement approach.

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 at Trackier & Apptrove

Why Connected Attribution is Important Today

Attribution is no longer an analysis task at the back end, being used only for reporting after the completion of a campaign. Rather, it is now used as a media planning and growth lever.

Although markets such as India remain busy debating models and methodologies of attribution, the international ecosystem has advanced très vite – from Last Click Attribution methodologies through Multi-Touch Attribution and toward emerging models of Media Mix Modeling (MMM) and Hybrid models of measurement. Advanced models promise an overarching vision of user behavior modification by marketing activities through the entire marketing funnel.

Conversation starters began with this fundamental question: How should brands think about modern attribution in 2025, and what has fundamentally shifted in the execution of it?

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

Rashim Jacob focused on this point, emphasizing that in today’s environment, attribution is no longer just about “naming the last click.” Rather, it is “understanding which touchpoints drive incremental value.”

In fintech, for example, where the user journey can be quite long, complex, and multiple, the industry has started to look beyond conversion-based metrics. Instead, it has started focusing on high-value signals, cohort behaviours, incrementality, and event-level drop-off. This has enabled the industry to optimise its messaging, creatives, and channels, thereby deriving the best outcomes out of the funnel.

More importantly, these signals are now being utilized for feedback into Meta and Google platforms for refined algorithmic learning and performance modeling, which can never be achieved through last-click attribution.

Understanding the Journey, Not Just the Destination

Talking from a large publisher ecosystem standpoint, the complexities of contemporary consumption patterns were emphasized by Vijay Tiwari as being quite complex, especially in an integrated digital ecosystem like Jio.

For example, a typical attribution journey could involve consuming a cricket match from Hotstar, a coupon reward journey, ads across other Jio apps, and finally, a purchase from a referral link from an influencer. To give credit only for the last leg of this journey can be attributed, it fails to account for the contribution made by other points.

Vijay emphasized that it should always be the aim of attribution to fairly represent awareness drivers, intent-building interactions, and conversion triggers. In high-engagement situations like an IPL match, it can be seen that Jio’s gamified experiences have 10-12 million users engaged in them, making multi-channel and multi-touch attribution not only very helpful but necessary.

Blind Spots in Attribution: Where Do Brands Struggle?

Parul Mehta Bhargava remarked on one of the biggest difficulties in attribution today: the lack of standardised attribution logic across channels.The market spends considerable resources on Google, Meta, affiliate programs, D2C platforms, short-form video, OEM placements, and influencer marketing – and still analyzes results in a series of separate and distinct dashboards.

This has led to the irony that many brands try to save money through underinvestment in robust attribution systems, consequently over-paying for poorly optimized or competing media spend. With an isolated view of attribution, performance marketing becomes more of an afterthought than an action.

Most Promising and Gaining Channels

In particular, the group also pointed out the rising role of short-form video platforms Telegram groups as high-performing mediums, especially among rapidly scaling Direct-to-Consumer brands.

In this context, other channels that continue to deliver value include cashback apps, coupon networks, and **influencer-driven conversions. But the issue that arises here is that the attribution method for measuring the effectiveness of these channels has to account for their influence on conversions that happen post-click.

The Road Ahead: What’s Next for Attribution?

The webinar highlighted an important fact, that performance and growth managers in today’s world are realizing: Attribution is more about influence than tracking conversions.

As digital ecosystems continue to evolve and intensify in their competition and complexity, connected attribution on web and mobile is no longer a ‘nice to have’. It is now a ‘have to have’. It is a building block for brands wanting to deliver sustainable and scalable growth.

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