It’s precise. It’s accountable. It’s easy to understand. Now we’re sharing how we cracked the code on Performance TV attribution.Let's Talk
Our methodology is built on the four key principles of effective Connected TV performance attribution.
1. Verified Viewable Ads
2. Customizable Visit Windows
3. Cross-Device Events
4. Source Validation
Every Verified Visit has been carefully authenticated. If a channel other than a MNTN ad prompted the visit, we don’t take the credit.
No murky explanations here — it really is this simple.
Our non-skippable CTV ads are only served on premium streaming networks.
You know your sales cycle best — so you decide how long that visit window needs to be.
Verified Visits™ are counted only if the user visits your site organically or directly. If another media source other than MNTN prompted the visit, we do not take credit for that visit.
If the visit meets our strict criteria, MNTN is credited for the site visit.
Why not get a second opinion? You can track conversions driven by Verified Visits in your Google Analytics dashboard — right alongside your other performance channels.
MNTN’s product marketing director Matt Collins joined Ad Age’s Media Summit to hammer down the 3 ways advertisers can ensure CTV attribution hits its mark.
Here are the most common questions we’ve heard about MNTN’s TV attribution.Read Full FAQ
Our system automatically analyzes the UTM tags associated with each user’s site visit to understand the referral source that ultimately delivered that visit. If a non-MNTN referral source is detected—either from a paid marketing channel, such as paid search, or an organic marketing channel, such as a CTA button in a marketing email—then MNTN does not take credit for that site visit.
MNTN will only take attributable credit for a site visit if a user has seen an advertiser’s MNTN ad and then organically or directly visited the advertiser’s site on a device within the same household—all within an attribution window of time that the advertiser defines (aka their Verified Visit Window).
Yes. We use source validation to measure and attribute every Verified Visit delivered by your MNTN campaign. The Verified Visits attributed to your MNTN campaigns in Google Analytics have gone through the same source-validation process as the Verified Visits in your MNTN dashboard.
You can then use your preferred methodology and logic in Google Analytics to measure conversions that result from a MNTN Verified Visit.
No. First-touch attribution enables a campaign to take credit for all site traffic and resulting conversions that occur within a set period of time after a connected TV ad has been served to a household. First-touch attribution does not use source-validation to ensure credit is only delivered when it is due. By not using source validation, first-touch attribution allows Connected TV campaigns to take credit for site traffic that was clearly delivered by other paid and organic referring sources, from paid search and paid social to email marketing and beyond.
Comparatively, Verified Visits uses automated source validation to ensure Connected TV does not take credit for site traffic that was delivered by other referring sources.
We recommend asking them if you can customize your visit window and how they take into account the impact of other marketing channels. You should be able to decide how long or short your attribution window for site traffic should be. You should also be aware of exactly how they take into account the impact of other marketing channels—otherwise, your Connected TV campaigns may be taking credit for site traffic and subsequent outcomes that were actually delivered by other channels.
Inaccurate attribution is an industry-wide issue that has only gotten more complex as platforms continue to rebrand their own versions of first-touch / view-through attribution with unique naming conventions. That’s why we at MNTN are committed to transparency in our measurement and suggest that advertisers demand that same transparency from all of their technology providers.
Have a question on how MNTN handles attribution that we didn’t cover here?
Email it straight to our product team — we’ll answer it.