CTV/Desktop attribution

AppMetrica supports attribution of promotion campaigns across Connected TV devices (CTVs), desktops, and game consoles. You can use this to assess how ads displayed on CTV and desktop devices influence mobile app installs.

The attribution process relies on IP matching technology, which requires the mobile device and the CTV or desktop to share the same network and external IP address at the time of ad impression and app install.

The system identifies the same user across mobile devices, CTVs, and desktops using probabilistic matching.

Impression attribution conditions

Installs are attributed to CTV or desktop impressions under the following conditions:

• The CTV or desktop impression occurred within the attribution window (no earlier than 24 hours before the install).
• If multiple CTV or desktop impressions are found, the install is attributed to the latest impression.
• Clicks take precedence over CTV and desktop impressions. If a click was found within the attribution window for an install, the event is attributed to it.
• Go to the advertising network and set up delivery of CTV and desktop impressions to AppMetrica using the special Impression URL you get when setting up the tracker. Make sure the tracker has CTV/Desktop attribution enabled. No additional settings in AppMetrica are required.

Setting up tracking

The setup process for CTV and desktop attribution is similar to that for click attribution and involves creating a tracker. Setup process:

1. During the attribution setup stage when creating a tracker, enable the CTV/Desktop attribution option and set an attribution window for CTV devices and desktops.

2. During the postback setup stage, use the {attributed_touch_type} macro with the value impression to send the attribution type to the ad network. That helps the ad network optimize better and display more accurate statistics.

3. When setting up a campaign in the advertising network, use an Impression URL rather than a tracking link. You can include additional parameters in the URL.

Evaluating results

Reports

Use the User Acquisition report. Installs attributed to CTV and desktop impressions are displayed in the overall statistics the same as any others. Install data is stored in the attributed impression parameters.

To analyze the impact of CTV and desktop impression attribution, use the Attribution type dimension.

Segmentation

Every install is linked to its attributed impression — the partner, tracker, and install parameters. For data filtering during segmentation, use the Attribution type parameter.

Ad networks (publishers)

CTV and desktop attribution relies on events transmitted by the advertising network. For events to be available for tracking, the ad network must correctly transmit all required parameters.

Impression URL parameters:

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