MNTN’s TV-to-App Results Can Differ From AppsFlyer’s

MNTN’s September 28 AppsFlyer announcement highlights what eligible app advertisers can do with connected-TV campaigns: send TV-ad impressions to AppsFlyer, bring installs and selected in-app actions back to MNTN, and use those actions in campaign optimization. For teams judging TV spending, the consequential detail is that MNTN and AppsFlyer may assign different credit to the same campaign.

The distinction matters to MNTN advertisers with an AppsFlyer account and an iOS or Android app. According to MNTN’s reporting guidance, its account-level conversion window is configurable and defaults to 30 days. MNTN says AppsFlyer’s probabilistic view-through window for connected TV tops out at 72 hours. Those figures describe different attribution methods, not competing counts of actual installs.

Advertisers choose which events return

MNTN’s connection instructions describe two-way sharing: TV impression data goes to AppsFlyer, while app installs and additional in-app events configured by the advertiser can return to MNTN. Installs are included; other events require configuration. The instructions also describe an impression-only option for sharing exposure data without returning app-event results to MNTN.

Those connection instructions, dated August 5, and MNTN’s app-reporting guide, dated June 30, documented the capabilities before the September 28 announcement. The announcement does not establish that two-way sharing first became available that day.

Why credited results may differ

Time windows are only part of the difference. MNTN describes household-level cross-device matching for its reporting. For the cross-device case discussed in its guide, MNTN says AppsFlyer requires an IP-network match; AppsFlyer may also give another marketing channel credit for an app event. These rules can yield different credited results without establishing that either report is more accurate.

For an app advertiser reviewing a TV budget, the useful choices are which events beyond installs to return to MNTN and which attribution view to use when assessing the campaign. Reading each total alongside its credit rules helps distinguish a reporting difference from a change in app activity.