> ## Documentation Index
> Fetch the complete documentation index at: https://docs.immutable.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Attribution

> Connect marketing spend to the players and conversions that matter

Attribution answers **which campaigns and channels produced which players and outcomes**. It uses the same event stream and profiles as [Audience CDP](https://docs.immutable.com/docs/products/audience/overview.md)—you instrument once, then measure spend here and activate players in the CDP.

For Steam titles, that means going beyond wishlist counts: credit the ads that created Funnel Page signups and, after ship, installs and in-game conversions—not only store wishlists you cannot message.

## What you get

| Question | Where in docs |
| - | - |
| Which channels drive signups and value? | Models below + Hub **Sources** / **Campaigns** |
| Where should paid traffic land? | [Funnel Page](https://docs.immutable.com/docs/products/attribution/funnel-page.md) |
| What counts as a conversion? | [Conversion Goals](https://docs.immutable.com/docs/products/attribution/conversion-goals.md) |
| How do ad networks learn from outcomes? | [Conversion Postbacks](https://docs.immutable.com/docs/products/attribution/postbacks/overview.md) |
| How do we send the events? | SDKs below (same pipeline as [Ingestion](https://docs.immutable.com/docs/products/audience/ingestion.md)) |

## Audience CDP vs Attribution

| | **Audience CDP** | **Attribution** |
| - | - | - |
| Job | Collect, unify, engage, analyze players | Credit acquisition and close the paid-media loop |
| Typical next step | [Engage](https://docs.immutable.com/docs/products/audience/engage.md), [Analytics](https://docs.immutable.com/docs/products/audience/analytics/overview.md) | Goals, postbacks, Funnel Page, source reports |

## Credit models

> [accordion] Source attribution
>
> Credit paid, organic, influencer, referral, or direct for the signup.

> [accordion] Value attribution
>
> Rank sources by paying and high-engagement players—not raw signup volume.

> [accordion] Cross-channel journeys
>
> Example path: ad click → Discord → Funnel Page signup → email → game launch.

Player quality and segments are explored in [Audience Analytics](https://docs.immutable.com/docs/products/audience/analytics/overview.md); Attribution focuses on **source credit and conversion feedback**.

## Funnel Page

Send measurable traffic to a [Funnel Page](https://docs.immutable.com/docs/products/attribution/funnel-page.md) when you want a Play-hosted landing surface that also ingests into the CDP. For your own marketing site, use the Web SDK below.

## Paid media loop

1. Define [Conversion Goals](https://docs.immutable.com/docs/products/attribution/conversion-goals.md).
2. Connect networks and enable [Conversion Postbacks](https://docs.immutable.com/docs/products/attribution/postbacks/overview.md).
3. Use Hub source quality to exclude low-value traffic and build lookalikes.
4. Re-engage cold signups with [Engage](https://docs.immutable.com/docs/products/audience/engage.md).

Postbacks are server-to-server. No extra browser tags are required after the SDKs and Hub integrations are in place.

## Instrument once

Same prerequisites and Web SDK snippets used across Audience and Attribution:

* An [Immutable Hub](https://hub.immutable.com) account with a project
* A publishable key from your project settings ([API keys guide](https://docs.immutable.com/docs/guides/advanced-setup/api-keys.md))

### Install

> [tab] npm
>
> ```bash theme={null}
> npm install @imtbl/audience
> ```

> [tab] yarn
>
> ```bash theme={null}
> yarn add @imtbl/audience
> ```

> [tab] pnpm
>
> ```bash theme={null}
> pnpm add @imtbl/audience
> ```

> [tab] CDN
>
> ```html theme={null}
> <script src="https://cdn.immutable.com/audience/v1/imtbl.js"></script>
> ```
>
> The CDN bundle attaches `ImmutableAudience` to `window` with the same API surface: `init`, `AudienceEvents`, `IdentityType`, `canTrack`, `canIdentify`, and `version`.
>
> > [!NOTE]
> >
> > If your site uses a Content Security Policy, see [Content Security Policy](https://docs.immutable.com/docs/products/audience/analytics/web-sdk.md#content-security-policy) for the directives CDN users need to allow.

### Initialize

> [tab] npm
>
> ```typescript theme={null}
> import { Audience, AudienceEvents, IdentityType } from '@imtbl/audience';
>
> const audience = Audience.init({
>   publishableKey: 'YOUR_PUBLISHABLE_KEY',
> });
> ```

> [tab] CDN
>
> ```html theme={null}
> <script src="https://cdn.immutable.com/audience/v1/imtbl.js"></script>
> <script>
>   var audience = ImmutableAudience.init({
>     publishableKey: 'YOUR_PUBLISHABLE_KEY',
>   });
> </script>
> ```
>
> Subsequent steps call methods on the `audience` variable. `AudienceEvents` and `IdentityType` are available as `ImmutableAudience.AudienceEvents` and `ImmutableAudience.IdentityType`.

Then identify players after login and send game events from Unity or REST as needed.

> [card] [Web SDK](https://docs.immutable.com/docs/products/audience/analytics/web-sdk.md)
>
> Sites and web games

> [card] [Unity SDK](https://docs.immutable.com/docs/products/audience/analytics/unity-sdk.md)
>
> Desktop and mobile Unity builds

> [card] [REST API](https://docs.immutable.com/docs/products/audience/analytics/rest-api.md)
>
> Server-authoritative events

> [card] [Data Dictionary](https://docs.immutable.com/docs/products/audience/analytics/data-dictionary.md)
>
> Event and attribution schemas

## In Hub

| Area | Use it for |
| - | - |
| **Sources** | Channel mix and quality |
| **Campaigns** | Performance by campaign |
| **Goals** | Conversion definitions |
| **Integrations** | Ad network postback connections |

## Next steps

> [card] [Funnel Page](https://docs.immutable.com/docs/products/attribution/funnel-page.md)
>
> Landing surface for measurable traffic

> [card] [Conversion Goals](https://docs.immutable.com/docs/products/attribution/conversion-goals.md)
>
> Define conversion events

> [card] [Conversion Postbacks](https://docs.immutable.com/docs/products/attribution/postbacks/overview.md)
>
> Feed outcomes to ad networks

> [card] [Audience CDP](https://docs.immutable.com/docs/products/audience/overview.md)
>
> Ingestion, Engage, and Analytics


This documentation is built and hosted on [Mintlify](https://mintlify.com), a developer documentation platform.