MNTN defaults to a First Touch attribution methodology we call Verified Visits, which accurately reflects the performance delivered by your TV campaigns and makes it easy to compare your MNTN campaigns to other channels.

1️⃣ A consumer watches your full TV commercial

2️⃣ The consumer visits your website within a visit window that you define

3️⃣ MNTN uses a proprietary identity graph — which monitors cross-device connections across over 120 million households — to confirm that the consumer watched your TV commercial before visiting your website on a device in the same household.

1️⃣ Consistent measurement across your marketing mix: A first touch approach simplifies the comparison between MNTN's performance and your other marketing channels.

2️⃣Attribution that reflects TV’s leading role in driving performance: First touch attribution better accounts for typical customer behaviors. For example, many people watch TV commercials, search for the brands in those commercials, and then click through paid search ads because they’re the first links available. With this update, your TV campaigns will get the appropriate credit for generating those visits.

You have the ability to create custom reports based on last touch attribution. With last touch, MNTN will discredit visits that happen after a user views your TV commercial and later clicks through another marketing channel to visit your site. To access this view, simply create a custom report and add Last Touch metrics.

Google Analytics: Google’s Mixed Media Model defaults to Last Touch attribution, so MNTN only sends Last Touch visits into your Google Analytics reporting.

Rockerbox: Rockerbox defaults to MNTN’s updated First Touch model.

Please keep these nuances in mind when evaluating your MNTN results alongside your other marketing channels.

For customers who were live with campaigns prior to 4/1/24, you will see a banner message at the top of your reporting suite. Simply click on the button that says "Try New Data" to switch to First Touch reporting attribution. Once you switch your reporting attribution, it will change the reporting type account-wide for all advertiser users.

To switch back to Last Touch Reporting attribution, click on the "Revert to Classic" button located in the banner.