About CTV attribution
CTV, gaming, and OTT devices (also referred to as just CTV devices) allow devices to connect to the internet and engage with Smart TV, CTV, and gaming apps and content. These devices deliver audio and visual content via streaming over the internet, bypassing cable, broadcast, and satellite platforms.
App owners integrate with AppsFlyer to receive attribution data and performance measurements about sources (non-organic or organic) and paid campaigns driving CTV and gaming platform app installs and post-install events. Marketers use these insights to measure and optimize marketing activities. Learn more about AppsFlyer attribution
Note: This article covers CTV device-to-CTV app attribution.
List of supported CTV and gaming device types
|CTV device type||Logo||AppsFlyer integration method|
|Android TV||AppsFlyer Android SDK|
|tvOS (Apple TV)||AppsFlyer iOS SDK|
|Amazon Fire TV||AppsFlyer Android SDK|
|Chromecast||AppsFlyer Android SDK|
|Roku||AppsFlyer CTV API|
|Vizio||AppsFlyer CTV API|
|Samsung||AppsFlyer CTV API|
|LG||AppsFlyer CTV API|
|Vidaa||AppsFlyer CTV API|
|Meta Quest||AppsFlyer API|
|Epic Games||AppsFlyer API|
|Nintendo Switch||AppsFlyer API|
Reports and dashboards
AppsFlyer reports and dashboards give advertisers a real-time window into the lifetime value (LTV) of non-organic and organic users, based on subscription, in-app purchases, and ad monetization. LTV metrics are calculated from the attribution date until the present.
AppsFlyer provides the following CTV and gaming platform data:
- Aggregate data via the Overview dashboard
- Raw data via reports
The following table summarizes which media sources each platform supports and displays the device ID used for each platform.
|CTV device type||Media sources supported||Device ID|
|tvOS (Apple TV)||All||idfa|
|Amazon Fire TV||All||amazon_fire_id|
|* With supported media sources|
Traits and limitations
For all CTV and gaming platforms that aren't Android or iOS raw data reports are only available via Data Locker (premium feature; requires a subscription).
For CTV, the re-attribution window is based on a defined period of inactivity (default 90 days).
Attributed to the first install. Learn more