About CTV attribution
CTV and OTT devices (also referred to as just CTV devices) allow TVs to connect to the internet and engage with Smart TV and CTV apps and content. These devices deliver audio and visual content via streaming over the internet, bypassing cable, broadcast, and satellite platforms.
CTV app owners integrate with AppsFlyer to receive attribution data and performance measurements about sources (non-organic or organic) and paid campaigns driving CTV app installs and post-install events. CTV 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 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 |
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 data:
- Aggregate data via dashboards and reports
- Raw data via reports
The following table summarizes the important attribution dimensions and metrics available for each of the supported CTV device types.
| CTV device type | Media sources supported | Dimensions available | Metrics available | ||||
|---|---|---|---|---|---|---|---|
| Device ID | IP address | Impressions | Clicks | Installs | In-app events | ||
| Android TV | All | GAID | ✓ | ✓ | ✓ | ✓ | ✓ |
| tvOS (Apple TV) | All | IDFA | ✓ | - | - | ✓ | ✓ |
| Amazon Fire TV | All | amazon_fire_id | ✓ | ✓ | ✓ | ✓ | ✓ |
| Chromecast | All | advertising_id | ✓ | ✓ | ✓ | ✓ | ✓ |
| Roku | Roku and organic | RIDA | ✓ | - | - | ✓ | ✓ |
| Vizio | Vizio and organic | VIDA | ✓ | - | - | ✓ | ✓ |
Traits and limitations
| Trait | Remarks |
|---|---|
| Dashboard |
For Roku, only the Overview dashboard is available, in CTV view. |
| Reports |
For Roku and Vizio, raw data reports are only available via Data Locker (premium feature; requires a subscription). |