Cross-platform attribution

At a glance: How to promote, attribute, and measure app installs on platforms to ad views on other platforms. For example, mobile app installs to ads viewed on CTV devices, game console app installs to ads viewed on mobile or desktops (web), and CTV app installs to ads viewed on mobile or desktop (web).


With AppsFlyer cross-platform impression URLs, you can attribute installs from one platform to ad views displayed on another platform. Multiple installs within the same household can be attributed to the same cross-platform ad impression.


Help content

The Cross-platform attribution section in the Help Center contains three main sections:

  • Overview - guides for getting started with Cross-platform measurement
  • Platforms - guides for promoting and measuring the attribution of apps on mobile, CTV, consoles, desktops, and websites.
  • Industry-specific user journeys (TBD)- guides for attributing user-acquisition scenarios of Gaming, Streaming, and other industries from and to all platforms.


To set up cross-platform attribution using cross-platform impression URLs:

  1. Create or edit a OneLink template for cross-platform attribution.
    • A single template supports your app across multiple operating systems (meaning one template works for across all devices).
    • In the Cross-platform attribution section, click on the edit button -> Enable cross-platform attribution and select all the relevant apps for cross-platform attribution.


      For owned media, without an integrated partner go to step 7 as an example for your attribution link. Otherwise continue below.

  2. Enable equal priority for cross-platform impressions (optional)  
      1. In AppsFlyer, go to Configuration > Active Integrations and select the integrated partner.
      2. In the Integration tab, go to the Cross-platform section and enable cross-platform equal attribution priority.
      3. Set the Equal attribution priority lookback window.equal_att_6.png
        This can be set up to 6 hours. During that time impressions get the same attribution priority as a deterministic click. The app install will be attributed to the cross-platform.
  3. Create an attribution link (cross-platform impression URL).
    1. In AppsFlyer, go to Configuration > Active Integrations and select the integrated partner.
    2. In the Attribution link tab, when creating a OneLink link, select Use OneLink.
    3. Select the OneLink template you created for cross-platform attribution.
    4. Scroll down to View-through attribution.


    5. Turn on Cross-platform attribution.
      This adds the af_xplatform=true parameter to the impression attribution link and gives the link cross-platform attribution capabilities. Without this parameter, the URL functions as a regular impression URL that can't attribute multiple installs to the same impression.
    6. Set the Cross-platform view-through attribution lookback window.
      This adds the af_xplatform_vt_lookback parameter to the impression attribution link and indicates the number of hours (up to 72) following the impression during which the app install can be attributed to the impression.
    7. Add any additional attribution parameters as needed. Use naming conventions that identify your cross-platform app campaign. Learn more about the parameters you can add for additional data and metrics.
      • Example:{template_id}?pid=__media_source__&af_xplatform=true&af_xplatform_vt_lookback=24h&af_siteid=__CSITE__&c=__ctv_to_mobile__&af_channel=__PLACEMENT__&af_c_id=__CAMPAIGN_ID__&af_adset=__AID_NAME__&af_adset_id=__AID__&af_ad=__CID_NAME__&af_ad_id=__CID__&af_source_platform=__source_platform__&af_source_device_category=__device_category__&af_ad_type=__CTYPE__&redirect=false
  4. Give the link to the ad network to place behind the ad displayed on CTV.

List of ad networks

The list of ad networks that display CTV ads and support CTV-to-mobile app attribution is:

  • Smadex
  • The Trade Desk
  • TVScientific
  • Vibe
  • Moloco
  • MNTN
  • Abema TV
  • MadHive Inc.
  • AJA
  • Verve Group
  • Samsung DSP
  • AppLovin
  • Roku OneView
  • Mediasmart
  • Mintegral

The list is consistently being updated.

Traits and limitations

Trait Remarks
Attribution window Between 1-72 hours, depending on the lookback window parameter af_xplatform_vt_lookback(default is 24 hours).
Retargeting Not supported
Attribution method View-through attribution using probabilistic modeling
Household attribution Supported. Meaning multiple installs within the same household can be attributed to the same cross-platform ad impression.
  • Cross-platform installs are available in regular AppsFlyer dashboards and reports:
  • Cross-platform impressions don't display in app-level dashboards. However, they are available in the Cross-platform engagements report via Data Locker.
  • Make sure you use parameter naming conventions that easily identify your cross-platform campaign.
IP masking IP masking for cross-platform engagements is not supported since it is an app-level trait. If ip_masking is configured, the install won't be attributed to the cross-platform engagement.


AppsFlyer and tvScientific differ in their attribution models. This may cause discrepancies between the tvScientific and AppsFlyer dashboards. See the reasons for discrepancies in the table below:

Cause tvScientific AppsFlyer
Baseline model Shared-credit attribution model Last touch attribution model
Lookback window Up to 30 days Up to 72 hours
Retargeting Attribution of both new users (installs) and returning users (re-engagements)  Attribution of new users (installs) only
Cost assignment

Cost is assigned to the impression regardless of the operating system

Cost is assigned to the impression on separate systems for iOS and Android


Q: Does Enable view-through attribution via probabilistic modeling need to be turned on?

A: No. The Enable view-through attribution via probabilistic modeling toggle in your app settings doesn't need to be turned on for cross-platform view-through attribution to work.