Overview
All performance platforms have attribution models, but measuring TV performance has historically been difficult. You can’t click or tap your TV screen. That’s why MNTN created a patent-pending model built specifically for CTV called Verified Visits™. Verified Visits™ must meet viewability, visit window, and cross-device matching criteria.
Verified Visits™
Verified Visits™ are site visits that occur after exposure to your MNTN ads and meet strict criteria:
Viewability
Your TV ad must have been viewed to completion.
Any multi-touch ads must meet IAB in-view standards.
📝 Note: We only count outcomes driven by ads we know were unarguably seen.
Verified Visit Window
A visit must occur within your campaign’s attribution window. The default window differs based on your campaign strategy:
Retargeting Campaigns → 7 days
Prospecting Campaigns → 14 days
💡 Pro Tip: You can customize your Verified Visit window from the Attribution settings in your account. We recommend reaching out to us to discuss any potential impacts to performance.
Cross-Device Events
Our proprietary identity graph maps over 132M U.S. households.
We use this to confirm a viewer saw your TV ad and later visited your site on any household device (phone, tablet, computer).
💡 Pro Tip: This matters because TV ads are non-clickable. Cross-device validation ties ad views to real outcomes.
You can measure Verified Visits and resulting conversions directly in MNTN’s reporting or alongside your other marketing channels in Google Analytics or Rockerbox.
Last touch Verified Visits™:
MNTN also offers Last Touch Verified Visit metrics, which deduplicate site traffic against other marketing sources. This ensures we only take credit when MNTN was the true driver. If a visit has another referral source (e.g., paid search UTM, email campaign), MNTN does not count it as a Verified Visit.
💡 Pro Tip: Last Touch helps you compare attribution methods side by side in custom reports.