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Understand Attribution Settings

Learn how MNTN's attribution models and settings help you measure the impact of your Connected TV campaigns.

Tori Cipollone avatar
Written by Tori Cipollone
Updated this week

Overview

MNTN's attribution settings allow you to accurately measure the performance of your Connected TV (CTV) campaigns. By understanding how attribution works within the platform, you can gain insights into customer journeys, optimize your marketing strategies, and make data-driven decisions.

MNTN has a Verified Visit and Conversion Attribution window that you can customize to maximize your control of event attribution within your account. Learn how below.

MNTN's Verified Visits™

MNTN utilizes a proprietary attribution model called Verified Visits™ to connect ad exposure to site visits and conversions. Here's how it works:

  1. A user watches your full TV commercial served on premium streaming networks.

  2. They visit your site within your defined attribution window.

  3. MNTN confirms the visitor is the viewer using a proprietary identity graph that links cross-device activity across 99% of available US households.

  4. If the visit meets these strict criteria, your MNTN campaign is credited for the site visit.

This methodology ensures that Performance TV is only attributed credit when it has actually influenced the user's action, providing a clear and accurate measurement of your campaign's impact.

Attribution

Attribution in marketing refers to the process of identifying which marketing efforts contribute to conversions or desired actions. It helps you understand the effectiveness of different touch points in your customer's path to conversion, enabling you to allocate resources efficiently and improve campaign performance.

You can define the attribution window that best aligns with your sales cycle. This flexibility allows you to set the time frame in which a site visit or conversion is attributed to a CTV ad exposure.

⚠️ Warning: We recommend reaching out to us to understand the performance implications of any changes.

Verified Visit Attribution Window:

The Verified Visit window is the period of time that a household is eligible for Verified Visit attribution credit. The Verified Visit window opens between the timeframe that a household views your ad to when that household returns to the site. A site visit must occur within the defined Verified Visit window for your campaign objective in order to be counted as a Verified Visit and later receive conversion attribution credit.

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.

Conversion Attribution Window:

The Conversion window is the period of time that a household is eligible for Conversion attribution credit. The Conversion Attribution window opens once a household is confirmed as a Verified Visitor. That household then has a specified window of time to convert on your site in order for MNTN to take Conversion Attribution Credit in our internal reporting.

The Default Conversion Attribution Window is set at 30 days. It's static across your entire account and does not differ based on campaign objective.

Adjust the Verified Visit Window

  1. Navigate to My Account > Attribution or follow our Attribution Settings Link.

  2. View your attribution windows, estimate the impact of adjusting your attribution windows, and make any desired changes.

    • You can adjust the Attribution Windows for your Retargeting Verified Visit Window, Prospecting Verified Visit Window, and Conversion Attribution Window.

    • You can use the slider tool or the manual entry to enter the days, hours, and minutes you'd like to assign to your Windows.

    • If you'd like to undo any adjustments you have made to the Verified Visit windows, select the "Revert" option. This will revert to your last saved setting.

  3. Click Save Changes.

  4. ⚠️ Warning: Adjusting your Attribution Windows will only impact performance data moving forward, and these adjustments will not impact your data retroactively.

Estimate Adjustment Impacts

You can estimate the impact of adjusting your Verified Visit and Conversion Windows and see the impact that adjusting your windows has on your Retargeting and Prospecting campaigns separately.

💡 Tip: The estimated metrics will be based on your prior 30 days of data, so we recommend that your respective Retargeting or Prospecting campaigns have been live for a minimum of 30 days for the most accurate forecast.

  • Estimated Visits: This field will forecast the volume of Verified Visits for a given Marketing Objective based on the selected Verified Visit window. The Estimated Visits are calculated by looking at your prior 30 days of campaign data and determining the volume of Verified Visits that occurred within the selected window of time.

  • Estimated Conversions: This field will forecast the estimated volume of Conversions for a given Marketing Objective based on the selected Verified Visit and/or Conversion window. The Estimated Conversions are calculated by multiplying your Estimated Visits by your Average Conversion Rate and determining the volume of Conversions that occurred within the selected window of time over the past 30 days.

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