At a Glance:
The PWA (Progressive Web App) Tracking feature in Apptrove enables you to track and attribute user activity on your website. It helps you understand which campaign, media source, or channel is driving visits, conversions, and revenue.
Unlike mobile app attribution, this feature focuses only on web activity, allowing you to measure performance across paid, owned, and organic channels.
At its core, PWA tracking connects user visits and actions on your website to marketing sources, helping you optimize campaigns and improve ROI.
Add a Web app on Apptrove
Add the web application to your Apptrove dashboard, similar to other apps.
Integrate the SDK key in the next step, also add the Package/Bundle ID, and complete the integration.
How PWA Tracking Works
The tracking flow is simple and follows a standard attribution model:
User clicks ad → lands on website → visit is recorded → source is identified → events are attributed
Behind the scenes:
Apptrove captures tracking parameters (UTMs, click IDs, etc.)
Identifies the traffic source
Stores the visit session
Attributes future actions (like purchases or signups) to that source
This is similar to how modern attribution platforms connect user interactions to conversions across channels. Find the PWA Developer Doc at the link below.
https://developers.apptrove.com/docs/web-sdk/installation/
Visit & Session Logic
What is a Visit?
A visit is a valid website session recorded when a user lands on your site.
When is a Visit Recorded?
A new visit is counted when:
There is no active session (after 30 minutes of inactivity), or
A user revisits the site with new attribution parameters
Session Rules
Session timeout: 30 minutes
After inactivity, a new session starts automatically
Media Source Attribution
Apptrove determines the traffic source using a defined priority.
Attribution Hierarchy
PID parameter (pid / af_pid)
Click IDs (gclid, fbclid, msclkid)
UTM parameters (utm_source, utm_campaign)
Referrer domain
Direct / Organic
Example Logic
If
gclidis present → attributed to Google AdsIf
utm_source=email→ attributed to Email campaignIf no data → marked as Direct / Organic
Attribution Rule
Apptrove follows a last non-direct attribution model:
The last identifiable source (non-direct) gets credit
Direct visits do not override previous campaign data
Lookback window: 30 days
This aligns with standard web attribution practices used across the industry.
Visit Types
Non-Direct Visit
Visits with attribution signals such as:
UTM parameters
Click IDs
Referrer
Direct Visit
Visits with no identifiable source (e.g., direct URL entry or bookmark)
Media Classification
Traffic is categorized into:
Paid Media → Ads (Google, Meta, etc.)
Owned Media → Email, SMS, push campaigns
Earned Media → Organic or referral traffic
Event Tracking
Apptrove allows tracking of user actions on your website.
Supported Events
Conversion events (signup, purchase, etc.)
Revenue events
Attribution Logic
Events are mapped to the last non-direct visit
Event Data Includes
Event name
Timestamp
Value (optional)
Revenue and currency (if applicable)
Server-to-Server (S2S) Events
You can also send events directly from your backend.
How It Works
User visits the website
Visit is attributed
User performs action
Server sends event to Apptrove
The event is linked to the same visit
This improves reliability compared to frontend-only tracking.
User Identification
Apptrove uses an anonymous web ID stored in cookies or local storage to track users across sessions.
Automatically Captured Data
UTM parameters and click IDs
Referrer
Device and browser info
Timestamp
Reporting & Metrics
Core Metrics
Visits
Events
Revenue
Efficiency Metrics
ACPU = Conversions / Visitors
ARPU = Revenue / Users
ARPE = Revenue / Events
Filters Available
Media source
Media type
Campaign
Geo
Event name
Raw Data Logs
Apptrove provides detailed raw data logs to help you analyze individual visits and events at a granular level.
Visit Logs
Each visit record includes:
visit_id – Unique identifier for the visit
timestamp – Time when the visit occurred
media_source – Source that drove the visit
campaign – Associated campaign name
referrer_domain – Source domain of the traffic
landing_url – Page where the user landed
device_type – Type of device used
platform – Operating system or platform
geo – User’s geographic location
Event Logs
Each event record includes:
event_id – Unique identifier for the event
event_name – Name of the tracked event
event_timestamp – Time when the event occurred
media_source – Source attributed to the event
campaign – Associated campaign
revenue – Revenue generated (if applicable)
currency – Currency of the revenue
This helps users debug attribution, validate tracking, and perform deeper analysis beyond standard dashboard metrics.
Key Attribution Scenarios
Direct Visit After Paid Visit
Paid source retains attribution
Direct visits do not override
Missing Attribution Data
Marked as Direct / Organic
S2S Event Without Identifier
Marked as Unattributed
Why PWA Tracking Matters
PWA tracking helps you:
Understand which channels drive website traffic
Measure campaign performance accurately
Optimize marketing spend
Track the full user journey on the web
Attribution systems like this are essential for connecting marketing efforts to real outcomes such as conversions and revenue.
Summary
Apptrove’s PWA tracking enables complete website attribution, helping you:
Track visits and sessions
Identify media sources
Attribute conversions and revenue
Analyze performance across channels
It provides a clear view of how users interact with your website and which campaigns drive results.
We are delighted to have assembled a world-class team of experienced professionals who are ready to take care of your queries and answer any questions you may have.
Feel free to reach out to us at any time by emailing us at support@apptrove.com or by using the in-platform chat feature. We'd love to hear from you!
