Marketing Attribution

What is Marketing Attribution?

Marketing attribution is the process of identifying which marketing touchpoints drive specific outcomes—such as app installs, purchases, or brand engagement. In the world of connected TV (CTV) and streaming TV, marketing attribution tracks how and when viewers respond to ads, helping brands measure the true impact of their campaigns.

Attribution connects viewing behavior to conversion behavior—across devices, platforms, and time. This lets advertisers understand not just if their ads worked, but how they worked, and where in the funnel the influence occurred.

Why Marketing Attribution Matters in Streaming TV

CTV offers premium reach on the largest screen in the home, but without attribution, it can be difficult to prove ROI. Marketing attribution gives advertisers the tools to:

• Justify CTV ad spend
• Optimize creative and placement strategies
• Understand cross-device behavior
• Drive better performance at every stage of the funnel

In short, attribution transforms CTV from a passive branding tool into an actionable performance channel.

Types of Attribution in CTV and Streaming TV

CTV supports a wide range of attribution models—each helping marketers connect ad exposure to outcomes in different ways.

1. Cross-Device Attribution

Tracks users as they move between devices, such as from a TV to a phone or tablet. This model is essential for CTV, where conversions often happen on a second screen.

2. Assisted Attribution

Measures when CTV played a supporting role in a conversion path, even if it wasn’t the last touchpoint. This is common in long buying journeys or app installs tracked across platforms.

3. Spike Attribution

Analyzes changes in metrics—such as web traffic, app installs, or search volume—immediately after an ad airs. It helps estimate campaign impact when user-level data isn’t available.

4. Credit Card Attribution (Purchase Attribution)

Matches ad exposure to in-store or online purchases using anonymized credit or debit card data. Ideal for brands measuring offline outcomes like restaurant visits or retail sales.

5. Automatic Content Recognition (ACR)-Based Attribution

Uses smart TVs and set-top boxes to detect what viewers are watching, and compares that data to exposure logs to determine who saw what ad. This enables large-scale measurement at the household level.

6. QR Code Attribution

Tracks direct engagement from viewers who scan QR codes during a CTV ad. This method connects impressions to actions instantly and is often used for promotions, sign-ups, or purchases.

7. Probabilistic Attribution

Estimates ad effectiveness based on modeled behavior and shared patterns, often used when deterministic identifiers aren’t available (e.g., cookie-less environments or shared households).

8. Deterministic Attribution

Links ad impressions directly to actions using a known user identifier (like a login, device ID, or subscriber account). Offers the highest accuracy but requires user-level data.

9. Incrementality Testing (Lift Studies)

Measures the difference in outcomes between an exposed group and a control group that didn’t see the ad. This determines whether the ad caused the behavior, rather than simply correlating with it.

10. Panel-Based Attribution

Uses opt-in data panels to measure ad exposure and outcomes across a representative group of viewers. Often combined with ACR or digital tracking for broader insights.

Wurl and Attribution

Wurl supports attribution-focused marketers by enabling accurate content delivery, precise ad placement, and contextual alignment. Through BrandDiscovery, advertisers can deliver emotionally resonant ads that improve attention and increase measurable outcomes.

By partnering with AppLovin and Adjust, Wurl also supports:

• App install tracking
• Cross-device behavior analysis
• Assisted conversion reporting
• QR code campaigns
• Geo-based and purchase attribution with third-party providers

This combination allows for full-funnel measurement—from awareness through to conversion and retention.

Real-World Attribution Use Cases

• A QSR campaign using credit card attribution and emotional context targeting saw a 40% increase in restaurant visits.
• Mobile marketers using Adjust found 29% of installs were assisted by a CTV impression.
• A brand using Wurl’s BrandDiscovery platform improved purchase intent by 2x by aligning ad tone with programming.

Conclusion

Marketing attribution in CTV is essential to understanding what’s working—and what isn’t. From real-time QR code scans to assisted installs and offline purchases, today’s attribution tools give advertisers the confidence to scale their streaming strategies. With the right mix of data, partners, and formats, brands can track performance across every screen—and every step of the funnel.