CTV-to-mobile app view-through attribution for ad networks

At a glance: Attribute mobile app installs to ads viewed on CTV devices.

CTV-to-mobile app attribution for ad networks

With AppsFlyer cross-platform impression URLs, you can attribute mobile app installs to ads displayed on CTV. Multiple installs within the same household can be attributed to the same CTV ad impression.

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CTV-to-mobile app view-through attribution uses a OneLink impression URL based on a cross-platform OneLink template (with a template ID) created by the advertisers. This lets advertisers group multiple apps from different platforms (for example, both Android and iOS apps) using a single URL.

When users view the ad on CTV, you send AppsFlyer the impression URL in real-time.

Example URL: https://impressions.onelink.me/{template_id}?pid=__media_source__&af_xplatform=true&af_xplatform_vt_lookback=24h&af_siteid=__CSITE__&c=__CAMPAIGN_NAME__&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__&af_ip=__IP__&af_ua=__UA__&redirect=false

Postbacks are sent to you after each conversion.

Setup

To set up CTV-to-mobile app view-through attribution:

  1. Make sure you're an AppsFlyer integrated partner and have postbacks properly set up.
  2. Make sure the URL has the mandatory parameters, as well as any other parameters you want.
  3. Send AppsFlyer the user IP address and user agent. These are required for CTV-to-mobile app view-through attribution. They can be sent either:
    1. As the af_ip and af_ua parameters on the impression URL.
    2. As <X-Forwarded-For> and <User-Agent> parameters in the headers of the request.

Parameters

The following parameters are used to provide attribution data and measurement for the advertisers.

Parameters
Parameter Mandatory Description
template_ID The ID of the OneLink template. The template contains basic prediction settings for the advertiser apps, and is the basis for creating other links.
pid

The partner identifier, allocated by AppsFlyer to the media source (ad network) placing the ad.

af_xplatform
  • Set by the advertiser to indicate whether the link supports cross-platform attribution.
  • Values: true/false
af_xplatform_vt_lookback -

Configurable window that indicates the number of hours following the impression during which the app install can be attributed to the impression. Available parameter values: 1h - 24h (hours). The default is 24h.

af_ip
  • The IP address of the CTV device that displays the ad.
  • If the IP address isn't sent in the URL, it must be sent in the headers of the request so AppsFlyer can be able to perform CTV-to-mobile app attribution.
af_ua
  • The user agent of the CTV device that displays the ad.
  • If the user agent isn't sent in the URL, it must be sent in the headers of the request so AppsFlyer can be able to perform CTV-to-mobile app attribution.
af_source_platform -
  • A set list of values to represent the operating system where the impression occurs.
  • Values:
    • android
    • ios
    • tizen
    • webos
    • smartcast
    • roku
    • windowsphone
    • vidaa
    • PlayStation
    • smartcast
    • website
af_source_device_category -
  • A set list of values to represent the device type where the impression occurs.
    • tv
    • mobile_phone
    • desktop
    • tablet
    • set_top_box
    • game_console
af_engagement_type -
  • Represents the level of engagement of the user with the ad.
  • We recommend you send a regular impression URL when the ad displays, and another impression URL with af_engagement_type=engaged_view after the user views the ad for 10 seconds (or 5 seconds for shorter videos).

Other parameters that can be added to the URL can be found in the attribution link structure and parameters article.

Traits and limitations

Traits and limitations
Trait Remarks
Attribution window Between 1-24 hours, depending on the lookback window parameter af_xplatform_vt_lookback
Retargeting Not supported
Attribution method View-through attribution using probabilistic modeling (IP address)
Household attribution Supported. Meaning multiple installs within the same household can be attributed to the same CTV ad impression.
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