MNTN and AppsFlyer Use Different Attribution Windows for TV-Driven App Installs
· 2d ago · Originally reported by PPC Land
MNTN now allows app advertisers to connect AppsFlyer purchase data to their TV ad campaigns, with MNTN crediting app installs for up to 30 days after a TV ad, while AppsFlyer credits installs within 72 hours. This difference in attribution windows could affect how advertisers allocate their budgets.
Why it matters
Attribution windows determine which ads get credit for driving app installs, impacting how advertisers measure success and spend money. Different windows can lead to different conclusions about which channels are most effective.
Explain it like I’m new here
It's like two teachers giving you credit for homework: one gives you a month, the other just three days, so your grade depends on which teacher's rules you follow.
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Attribution
Attribution is the process of assigning credit for a conversion, such as a sale, sign-up or install, to the ads, channels or touchpoints that a customer encountered beforehand.
Campaign
A campaign is an organised set of ads with a shared goal, budget, audience and time period, run across one or more channels and measured against defined KPIs.
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