Mobile Attribution for Connected TV (CTV) FAQ

Singular now supports CTV to mobile app attribution, meaning measuring the performance of ads that promote mobile apps and are served on streaming content on a Smart TV. 


What is mobile app attribution for CTV (Connected TV)?

Mobile app attribution for CTV, or CTV-to-mobile attribution, means measuring the performance of ads that promote mobile apps and that are being served on streaming content on a Smart TV. 

If you advertise your mobile apps on OTT (over-the-top television, meaning TV content served over the internet), Singular can measure the mobile app installs that result from these ads.

What is the primary use case for CTV attribution?

The typical use case for CTV attribution is as follows.

  1. The advertiser creates an ad campaign for a mobile app.
  2. A CTV-enabled network partner serves the ads on a TV streaming service.
  3. End-users watch the ad on their Smart TV.
  4. End-users use their mobile device to download and install the app.
  5. Singular measures the number of installs connected to the ad viewing.
How does CTV measurement work?

There are different ways to measure the performance of an ad across platforms. Singular's CTV attribution offering relies on devices in the same household commonly using the same IP address. This lets Singular measure the ad view on the television and connect it to mobile app installs that use the same IP address. 

What are the requirements for attribution for CTV?

For media partners:

  • Your integration needs to be enabled by Singular to support CTV inventory.
  • Your integration must also share the following information on the impression URL/request:
    • IP address (ip= parameter, X-Forwarded-For HTTP header)
    • User agent (ua= parameter, User-Agent HTTP header) or p=ctv, allowing Singular to identify the CTV impression

Important: Even if your current integration with Singular supports passing IP address and the user agent of the device, Singular will not attribute CTV inventory unless your integration has been enabled to support CTV attribution in our system.

For advertisers:

To use CTV attribution as an advertiser, you need the following:

  • A CTV-enabled network partner. Some Singular partners support CTV already, and others may support it in the future.
  • A CTV-enabled Singular Link. When creating a link:
    • Enable the CTV measurement option
    • Review the following attribution windows and settings:
      • CTV View-through probabilistic install window (defaulted to 24 hours)
      • Prioritize CTV impression in attribution decision (defaulted to "O" meaning it will be considered in the attribution decisioning as "view-through probabilistic" - see here.)
        • Modifying this between 1 - 24 hours will treat the view-through probabilistic impression the same priority as a deterministic click.
    • Provide your CTV partner with the view-through tracking link. (The click-through tracking link does not support CTV attribution.)
    • Make sure that your postback configuration is set to send view-through attributed installs to the partner.


  • You only need to create one tracking impression link for CTV campaigns and enable the tracking link for both iOS and Android by configuring Link Settings and Redirects for both iOS and Android. 
  • You can use the same impression link for both CTV and mobile advertising. For example, if you create a campaign for your mobile game, you can run it on your network partner's Samsung TV app as well as your partner's iOS and Android mobile apps.
    • A "p=" parameter may be present on the impression URL and is used to help Singular identify the platform the impression is served on to enable the correct attribution method.  Ensure that only the following supported values are used: "iOS","Android","ctv"
  • If the impression link is served on CTV, Singular measures it through IP-based attribution only when there is no device ID present on the tracking link. If the link is served on a mobile device, Singular uses standard attribution methods and would expect to receive a device ID (when possible).
What networks support CTV?

The networks that currently support Singular's solution for CTV are:

  • AppLovin
  • Moloco
  • Smadex
  • The Trade Desk
  • TVScientific
  • Verve
  • Vibe
  • VDX
What are the limitations of attribution for CTV?
  • CTV attribution only supports mobile app installs. (Support for attributing re-engagement attributions is coming soon.)
  • Each CTV ad impression can only result in one attributed install.
  • If an ad impression is subject to CCPA (California law) then the user agent will not be available because of compliance reasons. Integrated partners are responsible for complying with data privacy laws. 
  • Campaigns served on Smart TV are platform-agnostic, as the end-user's mobile device may be either iOS or Android. In terms of Singular reporting, this means there is no platform/OS data on the network side in Singular's analytics integrations pulling in cost data. If you run a report with ad views as well as app installs, you cannot break it down by platform (for an explanation of network vs. tracker data, see Understanding Singular Reporting Data).
  • What data can I expect to get from a CTV partner? Review our integration instructions for CTV partners or ad networks enabling CTV inventory. 
What is the attribution window for CTV impressions and how can I configure it?

The lookback window is a setting that determines how far back Singular searches for the touchpoint that led to an install (or re-engagement) event. Read more about attribution windows here.

The default lookback window when using probablistic attribution methods for CTV impressions is 24 hours, but you can set a custom window of 1-72 hours for each of your Singular tracking links (only for partners that support CTV). 

What is the priority of the CTV impression in the attribution decision?

To determine attribution, Singular prioritizes touchpoints according to its type (click/impression) and the level of reliability (deterministic/probabilistic). Read more about touchpoint prioritization here.

CTV touchpoints are probabilistic impressions, placing them in the lowest priority in the attribution decision.
You can choose to prioritize CTV touchpoints same as the highest priority - deterministic click. 
As the The accuracy of the probabilistic device match decays over time and drastically after 24 hours, the prioritization in the attribution decision is limited in time, up to 24 h from the time of the impression.

By default the CTV priority increase is off, but you can enable it for each of your Singular tracking links (only for partners that support CTV).