Onside Attribution

How Onside tracks and delivers landing-page, install, purchase, and custom conversion events.

Onside tracks the conversion journey from the application landing page to Store installation, target-app installation, purchase, and custom application events.

Landing-page events are configured through Google Tag Manager (GTM). Deeper conversion events can be delivered either to the publisher through webhooks or directly to supported advertising platforms through Onside-managed connectors.

Client-side attribution

Onside uses an anonymous onside_token stored in the browser to associate landing-page activity and install-link requests with the same visitor. The token does not contain personal data and is not an advertising-platform click ID.

Conversion events

Stage	Event	Description	Source
1	page_view	Any visit to the application landing page	Client-side via GTM
2	eligible_page_view	A visit from iOS 18.6+ using a supported browser	Client-side via GTM
3	install_button_click	An eligible visitor clicks the install button	Client-side via GTM
4	store_app_installed	The visitor installs the Onside Store	Server-side
5	app_installed	The visitor installs the target application	Server-side
6	purchase_completed	A purchase from the target application or Store reported through the Onside SDK	Server-side
7	Custom SDK/S2S event	A custom event is reported through the Onside SDK or S2S API	Server-side

Landing-page tracking: events 1–3

Onside manages the GTM configuration on the application landing page and can add JavaScript tracking tags for advertising platforms or analytics systems.

Send Onside the tracking snippets generated by the platforms you use and specify the required event mapping. Onside will add the tags to the relevant landing page and configure events 1–3.

Examples include:

• Google Ads, Meta Ads, and TikTok Ads;

• Google Analytics;

• Amplitude.

Default Meta event mapping

Onside event	Meta standard event
eligible_page_view	PageView
install_button_click	SubmitApplication
store_app_installed	Lead
app_installed	CompleteRegistration
purchase_completed	Purchase

Other mappings can be agreed during setup.

Server-side delivery: events 4–7

Choose one delivery model for each advertising platform.

Publisher-managed delivery

Onside sends the agreed conversion events and attribution data to the publisher's webhook endpoint. The publisher is responsible for forwarding the events to the advertising platforms.

Onside provides the webhook contract as part of the integration setup. The payload and attribution fields are agreed for the selected platforms and events.

Onside-managed delivery

Onside sends conversion events directly to supported advertising platforms. Provide the list of required platforms, and Onside will confirm connector availability and the account access, identifiers, or configuration required for each integration. Additional connectors can be added upon request from the publisher.

Platform	Integration	Status
Google Ads	Data Manager	Available
Meta Ads	Conversions API	Available
TikTok Ads	Managed connector	In development
ExoClick	Managed connector	In development

Use only one delivery path for the same event and advertising platform to avoid duplicate conversions.

What we need from you

• JavaScript tracking snippets for any advertising platforms or analytics systems you want to use;

• the required event mapping and any platform-specific configuration for each tracker;

• the landing pages and applications to which each tracker applies;

• the selected server-side delivery model for each advertising platform;

• for publisher-managed delivery: a webhook URL and authentication requirements;

• for Onside-managed delivery: the list of required advertising platforms;

• definitions for any custom SDK or S2S events.

Attribution identifiers and deduplication

Advertising-platform click IDs and browser identifiers are handled as part of the configured landing-page tag and server-side integration where applicable. The exact fields depend on the selected platform and delivery model and are confirmed during setup.

Webhook events include a stable onside_event_id that can be used for deduplication.