Cross-device campaign best practices

When you run a connected TV campaign to drive mobile app installs, there are certain differences to running non-cross device campaigns you should be aware of. Here, we look at best practices for setting up your campaigns for success, and how you can get the most out of your measurement data.

Leverage Adjust partner integrations

Adjust has over fifty CTV inventory partners to ensure you can run campaigns effectively and efficiently. With our integration, you can let the partner know when you have acquired a user and no longer wish to target them. This allows for immediate optimization of marketing spend by removing cost for already acquired users.

Work with our partners to craft a full funnel strategy across platforms, build an effective customer journey from CTV ad to mobile app, and efficiently drive conversions using CTV advertising.

View our complete list of all CTV-mobile partner integrations.

Assists and user path analysis

Given that CTV advertising is often higher in the marketing funnel and focused on awareness, your direct attributions don’t provide the full picture of the impact of CTV advertising.

With Adjust’s Assists dashboard, you can unlock a holistic understanding of your user acquisition efforts and know the full-funnel impact of your marketing channels. Understand what touchpoints lead to installs, and most importantly, what touchpoints assisted in those conversions; empowering you to make the most informed decisions for your marketing efforts.

The high-impact User path widget within the Assists dashboard allows you to visualize your user paths and see all the ad networks your users interact with before installing your app.

Finally, Adjust’s Multi-Touch solution puts all of the touchpoints recorded by Adjust into your hands as raw data. Leverage your existing BI solution to analyze, act on, and visualize your data in way that makes sense for your business needs.

Discrepancies

For attribution to work, both the CTV and the mobile device need to be connected to the same WiFi. This is almost guaranteed in a private, residential setting, but less likely in a public space such as a bar or hotel. For those exceptions, there may be a small percentage of cases that cannot be measured.

In locations where there are large groups of people all connected to the internet with the same public IP address, such as an office, there may be false positives. However, these would still have a relatively low incidence rate given they must also meet the attribution window requirement.

Outside of these known causes, if you see discrepancies in your data you can begin troubleshooting by making the following checks.

• Check whether the module is enabled for all app platforms.
• Check whether the install pixel ID is correct.