Cross-Browser Attribution – Singular Help Center

Overview

Cross-Browser Attribution solves a common measurement gap in web campaigns run on social channels: users who click an ad that opens a website inside a social app's in-app browser (e.g. Facebook, Instagram, TikTok) and then continue their journey in their native browser or on a different device.

When users switch browsers or devices, the original ad-click context is lost and conversions are typically attributed to Organic. Cross-Browser Attribution recovers these conversions by using IP-based matching to connect the user's original social ad click to their later web conversion — even across different browsers and devices.

Prerequisites

A Singular Web SDK or Web S2S implementation is required.
Cross-Browser Attribution is not enabled by default.

Mobile Attribution to Cross-Browser Touchpoints

To enable mobile app attribution (iOS/Android installs or re-engagements) against cross-browser touchpoints, the bundle ID of your iOS and Android app sites in the Singular Apps UI must match the bundle ID of your web app site.

Note: Bundle IDs and package names often differ between iOS and Android, and the web app site bundle ID may not automatically match. If you need help aligning your app site bundle IDs, contact your Singular account team.

Configuring Web Impressions for Cross-Browser Attribution

Some partners support Singular web impressions (impression tags on web campaigns) via Singular's partner "Web" integrations — for example, TikTok Ads Web, Google Ads Web via CM360, and Reddit Web. Adding &p=Other to the impression tag makes those impressions eligible for cross-browser attribution.

Partners currently supporting web impressions: TikTok, Reddit, Google Ads Web (via CM360). Facebook and Snapchat do not currently support web impressions (as of January 2026).

Singular Setup

In the Apps UI, add a new mobile app site whose bundle ID matches your web app site bundle ID.
Create a partner configuration for the partner you want to track (e.g. TikTok Ads Web).
Create a Singular link to use as the web impression tag for that partner.
Append &p=Other to the impression tag URL so the impression is indexed with platform = Other and is eligible for cross-browser attribution.
You only need one mobile app site for this setup, because the link is indexed with platform = Other.

Partner Setup (TikTok Example)

In TikTok Ads Manager, navigate to the Ad details section on your ad creation page.
Scroll down to the Tracking section (under Destination).
Add your Singular impression link (with &p=Other appended) to the Impression tracking URL field.

Example impression tracking URL format:

https://i.sng.link/<your_link_id>?_smtype=3&wpsrc=tiktok_web&wpscn=__AID_NAME__&pcn=__CAMPAIGN_NAME__&_forward_params=1&ip=__IP__&wpcid=__CAMPAIGN_ID__&wpscid=__AID__&pcid=__CAMPAIGN_ID__&wpcn=__CAMPAIGN_NAME__&ua=__UA__&pscid=__AID__&wpcrn=__CID_NAME__&paffn=__PLACEMENT__&ttclid=__CLICKID__&cl=__CLICKID__&pscn=__AID_NAME__&pcrn=__CID_NAME__&pcrid=__CID__&wpcrid=__CID__&p=Other

Similar impression tracking setup applies for Reddit and Google Ads Web (via CM360) — create partner configurations and Singular links for those partners following the same steps above.

Reporting

User-level attribution: Cross-browser attributions are recorded as probabilistic / fingerprinted, with bid_func = ip_probabilistic.
Aggregate reporting: Conversions are reported to the originating social campaign as normal in Singular's reporting dashboards.