In OneLence, attribution continuity depends on the ability to associate multiple events with the same visitor or user across sessions, devices, and tracking environments.
The SDK manages this through a pseudonymous visitor identifier and optional user identification signals.
Visitor Identifier Concept
When the browser SDK initializes, it generates or retrieves a pseudonymous visitor ID.
This identifier allows OneLence to connect:
- page views
- behavioural events
- marketing attribution parameters
- conversion signals
within the same journey context.
Key characteristics:
- visitor IDs are SDK-scoped and first-party controlled
- they persist according to consent configuration
- they are automatically attached to tracked events
Developers can access the current visitor identifier when needed:
const visitorId = Mark.getVisitorId()
This value can be sent to backend systems to enable server-side attribution joining.
Use Visitor ID for Server-Side Attribution
When backend events occur outside the browser session, such as payment confirmations or webhook processing, the visitor ID can be passed from frontend to server.
Example flow:
Browser:
const visitorId = Mark.getVisitorId()
fetch('/api/checkout', {
method: 'POST',
body: JSON.stringify({
visitor_id: visitorId,
cart_value: 12900
})
})
Server:
mark.conversion('Purchase Confirmed', {
visitor_id: 'vis_abc',
order_id: 'ord_789',
value: 12900
})
This mechanism allows OneLence to link:
- marketing acquisition signals
- user journey behaviour
- backend-validated conversion outcomes
into a single attribution model.
User Identification Signals
In addition to visitor identifiers, developers can associate known user identities with prior anonymous activity.
Example:
Mark.identify('user_123', {
email: '[email protected]',
language: 'en-US'
})
This enables:
- lifecycle attribution across login boundaries
- cross-device journey continuity
- segmentation and retention analysis
User traits are processed with privacy safeguards and cannot override reserved tracking fields.
Attribution Continuity Considerations
To maintain reliable attribution flows:
- send visitor identifiers to backend systems when server-side conversions are expected
- use consistent event naming across browser and server tracking
- trigger
identify()when authentication state becomes available - ensure consent configuration aligns with persistence requirements
Correct identity handling ensures that attribution insights remain stable as tracking complexity increases.