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Understand MNTN Attribution

Learn how MNTN's Verified Visits model tracks and attributes site visits and conversions.

Tori Cipollone avatar
Written by Tori Cipollone
Updated yesterday

Overview

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™.

How it Works

  1. A consumer watches your full TV commercial.

  2. The consumer visits your website within your custom visit window.

  3. 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.

    • 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.

What Makes a Visit "Verified"

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.

This criteria must be met between every ad and visit:

  1. 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.

      💡 Tip: Viewability is important because we only want to count outcomes driven by ads we know users have unarguably seen.

  2. 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.

    • The Default Verified Visit window differs based on your campaign's marketing objective:

      • Retargeting Campaigns: 7 days

      • Prospecting Campaigns: 14 days

      The current default verified visit windows are best practices based on the standard verified visit cycle we see across our customer base.

      💡 Tip: Your verified visit window is important because it allows you 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 reaching out to us to discuss any potential impacts to performance.

  3. 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.

      💡 Tip: Cross-device events are important because TV ads are non-clickable inventory. 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. It's static across your entire account and does not differ based on campaign objective.

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.

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. This can include but is not limited to UTMs from a marketing email or paid search ads.

💡 Tip: Source validation is important because MNTN does not take credit for results from other marketing channels.

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