Lifetime Attribution

Lifetime Attribution is also sometimes called “progressive” Attribution.


This article explains the principle of lifetime attribution. It is particularly relevant for platform users managing advertisers that have a long term relationship with their customers, such as online bankers and telecom service suppliers.


Lifetime attribution is a method which allows you to make sure costs or commission are attributed to the proper ad space even if the customer journey is fragmented due to a lengthy registration process or customers switching devices.

Lifetime attribution concept

Watch this video what lifetime attribution is all about: Youtube Links

Applying lifetime attribution

lifetime attribution is applied on the level of a conversion target. It requires you to do the following:

  • Create a conversion target for the registration or the most important step in the registration process and appoint it as the conversion target from which the lifetime attribution should start. This article explains you how to do this.

  • Implement a conversion tag for the conversion target. How you do this is explained in this article.