# MNTN Attribution

MNTN Attribution connects Connected TV ad exposure with website visits, conversions and revenue through [Verified Visits™](https://help.mountain.com/en/articles/12608309-understand-mntn-attribution), household matching and campaign reporting.

Attribution

## The Strongest Attribution in CTV Today.

It’s precise. It’s accountable. It’s easy to understand.

[Sign Up Now](https://auth.mountain.com/sign-up?redirect_url=https%3A%2F%2Fexpress.mountain.com%2F)

[Watch How Verified Visits Works](https://mountain.com/wp-content/uploads/2024/04/verified-visits-2024-04-720p.mp4) (1:02) for a short and simple explanation of MNTN's TV attribution technology.

## Get the Full Story With Verified Visits™

Here's how it works. No murky explanations here — it really is that simple.

1. **A user watches your full TV commercial.** MNTN's non-skippable CTV ads are served only on premium streaming networks.
2. **They visit your site within your defined window.** Choose [attribution windows](https://help.mountain.com/en/articles/6512044-adjust-attribution-settings) that fit your sales cycle.
3. **MNTN connects the viewer and site visit.** MNTN's proprietary [identity graph](https://help.mountain.com/en/articles/8107916-understand-mntn-s-identity-graph) links cross-device activity across 99% of available U.S. households to confirm that the ad exposure and website visit came from the same household.
4. **A Verified Visit™ is confirmed.** When the visit meets the viewability, timing and matching criteria and is new for that ad exposure, your MNTN campaign is credited for the site visit.

A qualifying visit can lead to attributed conversions and revenue under your account attribution settings. Website tracking and [conversion events](https://help.mountain.com/en/articles/8184024-understand-the-conversion-pixel) provide the information used in reporting.

[Watch the Verified Visits Explainer](https://mountain.com/wp-content/uploads/2024/04/verified-visits-2024-04-720p.mp4).

## Get Total Transparency With Attribution Paths

See how customers reach your website and convert after watching your TV commercials. [MNTN's Attribution Paths Report](https://help.mountain.com/en/articles/10860880-view-attribution-paths-report) helps you understand TV's halo effect: how your campaigns work alongside other advertising to drive site traffic, conversions and revenue.

For example, a prospect may watch your TV commercial, click through to your website via a paid social ad and then convert. Attribution Paths shows that journey and others like it.

Compare direct and indirect visits and review visits, conversions and order value, with breakdowns by standard UTM source, medium and campaign. Use those insights to refine messaging and understand how TV contributes across your marketing channels.

## Get Full Control With MNTN’s Integrations With Google Analytics and Rockerbox

Get a second opinion on TV performance. Track conversions following Verified Visits in your [Google Analytics](https://help.mountain.com/en/articles/11534853-connect-google-analytics) and [Rockerbox](https://help.mountain.com/en/articles/8699907-connect-rockerbox) dashboards alongside your other performance channels.

The GA4 integration sends Last Touch Verified Visits as session starts; GA4 attributes subsequent website events and conversions using its own reporting settings. MNTN sends Verified Visit data to Rockerbox, which assigns conversion and revenue credit under its own attribution settings.

## Demystifying TV Attribution

Watch MNTN CEO Mark Douglas explain how marketers attribute outcomes to their Connected TV campaigns accurately and confidently, onstage during his keynote at Programmatic I/O.

[Watch Demystifying TV Attribution](https://mountain.com/wp-content/uploads/2024/12/video-demystifying-tv-attribution-720p.mp4) (3:20): how to map the CTV customer journey.

## Who it is for

- Performance marketers measuring website traffic, sales and leads from TV.
- Measurement and analytics teams comparing CTV with search, social and other channels.
- Ecommerce, service and retail brands connecting online and offline outcomes.
- Agencies reporting campaign results to clients.

## More ways to measure performance

### Compare First Touch and Last Touch results

First Touch reporting includes qualifying visits after ad exposure, including visits through other marketing channels. Last Touch reporting focuses on visits arriving through direct or organic paths, using source validation to distinguish them from other marketing referrals.

MNTN provides separate visit, conversion, cost and revenue metrics for these views. [API 3.0](https://help.mountain.com/en/articles/9106215-upgrade-to-api-3-0) uses First Touch by default and also provides Last Touch metrics.

### Measure healthcare campaigns with Freshpaint

[Freshpaint](https://help.mountain.com/en/articles/11644282-connect-freshpaint) replaces the MNTN pixel for healthcare attribution. It matches impressions and events, then returns visit, conversion and revenue data to MNTN. Attribution Paths, First Touch, native MNTN Incrementality and the GA4 integration are unavailable with this tracking workflow.

### Measure offline outcomes

[Upload transaction data](https://help.mountain.com/en/articles/8481244-upload-offline-attribution-data) to match household ad exposure with offline actions such as store purchases, appointments or signups. Review individual transactions and attributed revenue using order IDs and amounts.

Offline results appear in aggregate campaign metrics and in dedicated offline reporting fields.

## Measurement settings

| Detail | What to know |
| --- | --- |
| Website measurement | [Set up MNTN tracking and conversion pixels](https://help.mountain.com/en/articles/10684899-set-up-manage-pixels) and choose the events you want to measure. |
| Prospecting visit window | The default is 14 days after ad exposure. |
| Retargeting visit window | The default is 7 days after ad exposure. |
| Window controls | Customize available [attribution settings](https://help.mountain.com/en/articles/6512044-adjust-attribution-settings) to fit your sales cycle. Changes apply to future performance data. |
| Attribution Paths | Standard UTM source, medium and campaign tags supply the indirect-visit breakdown. |

For optional Multi-Touch ads, prospecting reports can show [Verified Visit Assists, Conversion Assists and Conversion Assist Order Value](https://help.mountain.com/en/articles/8421791-understand-assist-metrics-for-prospecting-campaigns). These describe the contribution of Multi-Touch to outcomes already included in campaign totals.

## Measurement and results

| Metric or view | What it tells you |
| --- | --- |
| Verified Visits | Qualified website visits following MNTN ad exposure. |
| Conversions and order value | Actions and revenue attributed under your account settings. |
| Direct Visits | Qualified direct or organic visits, corresponding to Last Touch Verified Visits. |
| Indirect Visits | Qualified visits arriving through another marketing channel after TV exposure. |
| Attribution Paths | The source, medium and campaign associated with indirect visits. |
| Offline Conversions | Uploaded transactions matched to households served an impression. |

When enabled, [Comprehensive Reporting](https://help.mountain.com/en/articles/12805480-use-comprehensive-reporting) supplements verified outcomes with modeled estimates for activity obscured by privacy protections. Tooltips identify where modeled outcomes are included.

For incremental lift, MNTN's separate [Incrementality Dashboard](https://help.mountain.com/en/articles/11096577-understand-mntn-incrementality) compares exposed households with a holdout group for eligible prospecting campaigns.

## The Most Frequently Asked Follow-Ups

Here are answers to common questions about MNTN's TV attribution.

### Do other platforms offer Verified Visits™?

No. Verified Visits™ is trademarked by MNTN, and MNTN's attribution model is patent-pending.

### Where can you measure Verified Visits™?

Measure Verified Visits and their resulting conversions directly in MNTN reporting, or review TV performance alongside other channels in Google Analytics and Rockerbox. Each partner applies its own attribution settings to the Verified Visit data it receives.

### Can you run blocklists and measure Verified Visits?

Yes. [IP blocklists](https://help.mountain.com/en/articles/6511966-block-ip-addresses), [Multi-Touch publisher blocklists](https://help.mountain.com/en/articles/6633969-block-publishers) and [TV network blocklists](https://help.mountain.com/en/articles/6633970-block-tv-networks) help you exclude unwanted households or content while continuing to measure Verified Visits for eligible traffic. IP-blocked addresses are excluded from both targeting and attribution.

Have a question about MNTN attribution? Talk to our product team about your measurement setup.

[Request Demo](https://mountain.com/request-demo/).

## Getting started

Attribution is part of MNTN Performance TV. Campaigns use [dynamic CPM pricing, with no MNTN platform contract required](https://help.mountain.com/en/articles/8054978-understand-mntn-s-pricing-model). Platform technology and cross-device attribution are included in media spending.

Choose the conversion events and measurement workflow that fit your business, configure tracking, and set your campaign budget and goal.

## Start delivering results you can trust.

[Sign Up Now](https://auth.mountain.com/sign-up?redirect_url=https%3A%2F%2Fexpress.mountain.com%2F)

## Related resources

- [MNTN Reporting](https://mountain.com/performance-tv/reporting/)

## Page information

- Publisher: MNTN
- Content owner: Product Marketing
- Last reviewed: September 18, 2026
- Canonical page: https://mountain.com/performance-tv/attribution/