Attribution Waterfall CTV App Sync

CTV ad impressions are measured using connected TV trackers, which are added to the TV creative.

For attribution, in Adjust, CTV impressions are considered like any other data point coming from advertising sources, such as clicks on mobile ads. The attribution waterfall of Adjust is as follows:

Clicks are prioritized over impressions
Device ID matching is prioritized over probabilistic modeling

Adjust always uses probabilistic modeling for CTV-mobile attribution, these engagements fall quite far down the attribution waterfall. Consequently, event attribution to CTV impressions are typically low.

They offer 2 solutions to provide greater focus on the CTV attribution:

Assist Dashboard The Assists dashboard gives you a holistic understanding of your user acquisition campaigns and allows you to see where your CTV ads influence your customer journey and other ad channels by creating a custom CTV assist analysis with our experts.
Prioritize CTV installs in the attribution waterfall: Flexible attribution logic allows to prioritize CTV touchpoints within the attribution waterfall, letting you better understand the impact of campaigns. (This needs to be requested to your Adjust technical account manager)

To know more about how to configure this on Adjust reach out to your dedicated Technical Account Manager or support@adjust.com.

CTV to Mobile tracking