Attribution

Attribution answers which campaigns and channels produced which players and outcomes. It uses the same event stream and profiles as Audience CDP—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
What counts as a conversion?	Conversion Goals
How do ad networks learn from outcomes?	Conversion Postbacks
How do we send the events?	SDKs below (same pipeline as Ingestion)

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, Analytics	Goals, postbacks, Funnel Page, source reports

Credit models

Source attribution

Credit paid, organic, influencer, referral, or direct for the signup.

Value attribution

Rank sources by paying and high-engagement players—not raw signup volume.

Cross-channel journeys

Example path: ad click → Discord → Funnel Page signup → email → game launch.

Player quality and segments are explored in Audience Analytics; Attribution focuses on source credit and conversion feedback.

Funnel Page

Send measurable traffic to a Funnel Page 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

Define Conversion Goals.
Connect networks and enable Conversion Postbacks.
Use Hub source quality to exclude low-value traffic and build lookalikes.
Re-engage cold signups with Engage.

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 account with a project
A publishable key from your project settings (API keys guide)

Install

npm
yarn
pnpm
CDN

npm install @imtbl/audience

yarn add @imtbl/audience

pnpm add @imtbl/audience

<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.

If your site uses a Content Security Policy, see Content Security Policy for the directives CDN users need to allow.

Initialize

import { Audience, AudienceEvents, IdentityType } from '@imtbl/audience';

const audience = Audience.init({
  publishableKey: 'YOUR_PUBLISHABLE_KEY',
});

<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.

Web SDK

Sites and web games

Unity SDK

Desktop and mobile Unity builds

REST API

Server-authoritative events

Data Dictionary

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

Funnel Page

Landing surface for measurable traffic

Conversion Goals

Define conversion events

Conversion Postbacks

Feed outcomes to ad networks

Audience CDP

Ingestion, Engage, and Analytics

PRODUCTS

GUIDES

What you get

Audience CDP vs Attribution

Credit models

Funnel Page

Paid media loop

Instrument once

Install

Initialize

Web SDK

Unity SDK

REST API

Data Dictionary

In Hub

Next steps

Funnel Page

Conversion Goals

Conversion Postbacks

Audience CDP

​What you get

​Audience CDP vs Attribution

​Credit models

​Funnel Page

​Paid media loop

​Instrument once

​Install

​Initialize

Web SDK

Unity SDK

REST API

Data Dictionary

​In Hub

​Next steps

Funnel Page

Conversion Goals

Conversion Postbacks

Audience CDP

What you get

Audience CDP vs Attribution

Credit models

Funnel Page

Paid media loop

Instrument once

Install

Initialize

In Hub

Next steps