Connected TV (CTV), gaming platforms, and over-the-top (OTT) attribution overview

At a glance: Integrate your Connected TV (CTV) app with AppsFlyer to receive attribution and event data for your campaigns on CTV, gaming platforms, and OTT devices.


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 androidtv2.png AppsFlyer Android SDK
tvOS (Apple TV) appletv.png AppsFlyer iOS SDK
Amazon Fire TV amazonfiretv.png AppsFlyer Android SDK
Chromecast chromecast.png AppsFlyer Android SDK
Roku roku.png AppsFlyer CTV API
Vizio VIZIO_Logo.jpg AppsFlyer CTV API
Samsung Samsung-logo.png AppsFlyer CTV API
LG LG_logo_Free_Download_Image.png AppsFlyer CTV API
PlayStation playstation.png AppsFlyer CTV API
Vidaa vidaa.png AppsFlyer CTV API
Steam New_Steam_Logo_with_name.jpeg AppsFlyer API
Meta Quest Meta_Quest_logo.svg.png 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:

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
Android TV All advertising_id
tvOS (Apple TV) All IDFA
Amazon Fire TV All amazon_fire_id
Chromecast All advertising_id
  • Roku
  • Owned media
  • Organic
  • Vizio
  • Owned media
  • Organic
  • Owned media
  • Organic
  • Owned media
  • Organic
  • Owned media
  • Organic
  • Owned media
  • Organic
  • Owned media
  • Organic
Meta Quest
  • Owned media
  • Organic

Traits and limitations

Trait Remarks

For Roku, Vizio, LG, and Samsung, PlayStation, and Vidaa, raw data reports are only available via Data Locker (premium feature; requires a subscription).