Web shop revenue is moving into the attribution stack

Xsolla and Tenjin integration designed to route web shop purchase data into mobile measurement workflows.

This is one of the more important infrastructure signals in the batch. If web-store revenue sits outside the attribution stack, UA teams can undercount value and make worse budget decisions. If web purchases can be connected back to campaigns, D2C becomes easier to include in LTV and ROAS decisions.

The practical challenge is identity. The cleaner the link between app user, web account, purchase, and campaign source, the more useful D2C revenue becomes for growth teams. Without that connection, web shops can look successful in isolation while still confusing the broader performance model.

Sources:

• Las Vegas Sun: Xsolla partners with Tenjin to connect web shop revenue
• Business Wire: Xsolla partners with Tenjin to connect web shop revenue with mobile marketing performance