About Roku CTV attribution
The Roku OS for streaming runs across all Roku devices, including streaming players and Roku TVs.
CTV apps, AKA channels, streaming on Roku can integrate with AppsFlyer via API to receive attribution data and performance measurements about which sources (non-organic or organic) and paid campaigns drive app installs and post-install events. Marketers rely on these insights to measure and optimize marketing activities.
The Roku API integration supports:
- Roku Smart TV and CTV devices. The integration doesn't support mobile, tablet, or desktop devices.
- CTV-to-CTV attribution and event recording. Meaning, attribution and recording of Roku app installs and events that occur on a user's Roku device.
Roku attribution flow
Integration procedures
The following table lists the tasks required to integrate your Roku CTV app with AppsFlyer.
Task | Actions | Who's involved |
---|---|---|
App setup |
Marketer | |
API integration with your app (via S2S or SDK) |
There are two methods of integration you can use: S2S and SDK. For the S2S method, integrate the AppsFlyer API into your app with commands to report the following events to AppsFlyer.
Note:
To report owned media engagements, integrate the impression engagement API. For the SDK method, see the developer hub for Roku (BrightScript) documentation. |
App developer |
Partner integration |
Add Roku as an ad network (integrated partner) in AppsFlyer:
|
Marketer |
Report setup/view data | Learn about data availability in dashboards and reports | Marketer/Data engineer |
Roku discrepancies with AppsFlyer
Cause | Roku | AppsFlyer |
---|---|---|
Click attribution lookback window |
14 days |
1 hour-14 days. Make sure to set to 14 days in Roku partner integration. |
View-through attribution lookback window |
14 days |
1 hour-14 days. Make sure to set to 14 days in Roku partner integration. |
Install |
Roku records new installs on the install time. |
AppsFlyer records new installs on the first launch of the app. |
Cross-device attribution |
Roku attributes its users that click and install on different devices, for example, 2 different TVs. |
AppsFlyer attributes single devices, which perform both the engagement and the install. |
Traits and limitations
Trait | Remarks |
---|---|
Retargeting |
Not currently supported |
Cost data | Cost data must be sent via Cost Import using the upload file by email method. |