All performance platforms have attribution models, but measuring performance on TV has historically been difficult. You can’t click or tap your TV screen. That’s why we created a patent-pending attribution model built specifically for CTV called Verified Visits™.
Watch the video below to learn how our Cross-Device Verified Visits™ methodology works:
Here’s how MNTN attributes a Verified Visit:
1️⃣ A consumer watches your full TV commercial
2️⃣ The consumer visits your website within your custom visit window
3️⃣ MNTN uses our proprietary identity graph — which monitors cross-device connections across 132 million households — to confirm that the consumer watched your TV commercial before visiting your website on a device in the same household.
4️⃣ You can measure Verified Visits and their resulting conversions directly in MNTN’s reporting or alongside your other marketing channels in Google Analytics or Rockerbox.
MNTN Verified Visit™ Criteria
A Verified Visit is a site visit that occurs after exposure to your MNTN ads.
We consider three criteria before we confidently record a Verified Visit. This is important to us because we want to ensure we accurately measure your campaign performance.
The below criteria must be met between every ad and visit:
1️⃣ Viewability
Your TV ad must have been viewed to completion, and
Your MNTM Multi-touch ad must have been in view and in line with IAB standards.
💡 Why viewability is important: We only want to count outcomes driven by ads we know users have unarguably seen.
2️⃣ Your Verified Visit Window
A site visit must occur within the defined Verified Visit window for your campaign objective. Your Verified Visit window is the time between when the ad is seen and when the user visits your site.
Your account level settings are a standard 14 days for prospecting campaigns and 7 days for retargeting campaigns. We did a lot of data analysis to arrive at these numbers as the best numbers, but we understand if you want to change them.
💡 Why your verified visit window is important: you have control of the window where MNTN is looking out for a visit.
💡Note: You can customize your Verified Visit window from the Attribution settings in your account. We recommend you partner with your dedicated CSM or MNTN support to discuss any potential impacts to performance.
3️⃣ Cross-Device Events
MNTN identifies the devices in over 132 million households through our proprietary identity graph and third-party data integrations. We use this information to validate when a person watches your ad on TV and then marries their site visit(s) from any device in their household.
💡 Why cross-device events are important: TV ads are non-clickable inventory, so we needed a way to be able to track that person's online and site behaviors on the device in which they take action. This can be their smartphone, tablet, or computer.
💡Note: You can measure Verified Visits and their resulting conversions directly in MNTN’s reporting or alongside your other marketing channels in Google Analytics or Rockerbox.
The Conversion Window
The MNTN conversion window is the time a customer has to complete a conversion after a verified visit is reported in the MNTN platform.
Once that Verified Visit is confirmed and registered, a set 30-day conversion window opens up.
A 30-day conversion window is the most commonly used conversion window industry-wide across online marketers, as it provides the marketer with a large enough data set to make statistically significant decisions.
Once we count a Verified Visit, that indicates that MNTN was the proven, leading channel that drove a user to take action. That’s why we count any conversion that occurs on a household device and within our conversion window after a Verified Visit takes place.
MNTN Last Touch Verified Visits™
MNTN offers Last Touch Verified Visit Reporting Metrics, which deduplicates the site traffic driven by your efforts against other marketing sources based on the UTMs on each site visit. Last Touch metrics can be added to your custom reporting, allowing you to compare the differences between reporting methodologies.
In addition to our Viewability, Verified Visit Window, and Cross-Device Event criteria that we leverage to record a Verified Visit, we also implement Source Validation Criteria to record Last Touch Verified Visits.
Source Validation
Once someone views your ad and navigates to your site, MNTN checks for referring URL parameters to ensure MNTN drove this visit. If there are any referring parameters, we do not count this as a Verified Visit.
🧠 Keep in mind: this can include but is not limited to UTMs from a marketing email or paid search ads.
💡 Why source validation is important: MNTN does not take credit for results from other marketing channels.