Web event

How it works

A script loaded on the page watches for the actions you have chosen. When one happens, the script sends a short message to the measurement tool: the event's name, the time, an identifier for the browser, and how the visit arrived. Some events fire by themselves, such as a page view. Others need a line of code from your web developer, such as a completed checkout.

A web event is the website's counterpart to an in-app event. The idea is the same and the collector is different: one comes from a script in a browser, the other from an SDK inside the app.

When it matters

Web events matter when the website does more than point at the app store. If visitors can sign up, subscribe or buy on the site, those actions are conversions and you will want them credited to campaigns. If the site is only a landing page with a store button, you can often manage with the click on that button and the events inside the app.

How it relates to attribution

Attribution platforms treat web events as a distinct feature, often called web event measurement or web attribution. It is separate from web-to-app attribution, which only follows a visitor from the page into the app. A plan can include one and leave out the other. The two roles are set side by side in what the web SDK does and what the app SDK does.

When both web events and in-app events are collected and tied to the same user, a single report can show a journey that crosses from site to app. That wider view is cross-platform attribution.