MNTN's Attribution Paths Report shows the routes customers take to visit your website and convert after seeing your TV commercials. It provides insight into how different advertising efforts work with your TV campaigns to drive site traffic, conversions, and revenue.
When it comes to reporting, control and transparency are key. You should be able to view TV’s impact however you see fit. That’s why MNTN offers:
Verified Visits Attribution: Track all site visits and conversions generated by your CTV campaigns. Set your attribution windows and measure actions taken after a viewer watches your full commercial. MNTN’s identity graph links cross-device activity across 99% of available US households to confirm that the same household watched your ad, visited your site, and converted.
Attribution Paths Reporting: See how customers journey to your website and convert after viewing your TV commercials. This report shows how different advertising efforts work with your TV campaigns to drive traffic, conversions, and revenue — with breakdowns by UTM source, medium, and campaign.
How It Works
This report offers a transparent view of customer journeys to conversion, including breakdowns by UTM source, medium, and campaign. For example, if one of your prospects saw your TV commercial, clicked through to your website via a paid social ad, and then converted, Attribution Paths will show you that journey (and many others).
These insights make it easy to attribute performance with precision and refine messaging across marketing channels for better results.
The Attribution Path report provides metrics to highlight the customer journeys, breaking down how users navigate to your site before converting:
MNTN Direct Visits: When a user sees your MNTN ad and then visits your site directly or via organic search within your verified visit window. This metric should equal your Last Touch Verified Visits metric.
MNTN Indirect Visits: When a user sees your MNTN ad and later visits your site through a different marketing channel (e.g., paid social, search, email) within your verified visit window.
Total Visits: This metric looks at all visits to your site after an MNTN ad impression was served and viewed in full. It combines MNTN Direct Visits and MNTN Indirect Visits and should equal the first-touch Verified Visits metric within your other reports.
How to Access the Attribution Paths Report
The Attribution Paths Report is available as a Default Report in MNTN Reporting. To view your report:
Navigate to the Reporting section in the MNTN UI.
Locate the Attribution Paths Report from your Default Reporting library.
Use the available tabs to adjust your view by source, medium, and channel.
Filter between verified visits, conversions, and order value using the dropdown in the upper-right corner.
Key Insights Available in the Report:
✔ Cross-Channel Interaction: Understand how other marketing efforts contribute to MNTN-driven conversions.
✔ Breakdowns by UTM Source, Medium & Campaign: Track the exact channels users interact with before converting.
✔ Customizable Views: Filter data to analyze verified visits and conversions by different attribution paths.
Best Practices & Considerations
Use UTM Parameters for More Granular Tracking
Ensure your marketing campaigns include UTM tagging to see detailed breakdowns in the report.
Compare Direct vs. Indirect Visits
Understanding whether users convert directly or after interacting with other marketing channels can help refine your messaging.
Leverage Cross-Channel Learnings
Use insights from indirect visits to optimize paid media strategies and ensure consistent brand messaging across all platforms.
Frequently Asked Questions (FAQs)
Q: How is Attribution Paths different from MNTN’s Verified Visits?
A: Verified Visits measures CTV-driven site visits and conversions, confirming that the same household watched your ad and took action. Attribution Paths goes further by showing how other marketing channels interact with MNTN ads, providing a more complete picture of customer journeys.
Q: Can I see the impact of paid media in this report?
A: Yes! Attribution Paths includes breakdowns by UTM source, medium, and campaign, so you can see whether users came from paid social, search, email, or other marketing efforts after viewing your MNTN ad.