Privacy-preserving multi-touch attribution system

Abstract

Aspects of the present disclosure relate to systems and protocols for cross-channel tracking and attribution in software environments. User identifiers may be stitched across devices, sessions, and channels based on network and/or device information. Based on the stitching, the complete history of a user's interactions with the software platform may be tracked. Accordingly, an attribution graph may be generated based on the stitching. The attribution graph may include weights for each channel based on the user's interactions with the software environment. Interventions may be performed with respect to the software environment based on the weights. For example, channels with low weights may be identified, and maintenance may be performed on the channels. As another example, channels with high weights may be deployed at higher frequencies. Because the stitching and attribution is performed without invasive technologies such as cookies, system security may be enhanced.