The CTV Measurement Playbook

AppsFlyer measured 167.8 million CTV-driven app installs in Q1 2026 alone. The gap between CTV's reach and the confidence to scale it comes down to one thing: measurement infrastructure that was built for mobile clicks, not TV impressions.

This playbook, co-authored by Moloco and AppsFlyer, lays out the framework for closing that gap. From MMP configuration to incrementality testing to reading results like a performance channel, it's built for the teams running both mobile UA and CTV who need them talking to each other.

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What's inside

1. Why last-touch attribution systematically misvalues CTV 

2. The four incrementality methodologies and how to choose the right one based on your campaign
3. How to measure CTV-to-Web outcomes - when the conversion ends on a website, not an app install 

4. What good CTV results actually look like 

5. A pre-launch MMP configuration checklist


“To fully understand CTV performance, it must be measured alongside other channels using the same metrics. This allows for meaningful comparisons — for example, between CTV and mobile campaigns — while also recognizing CTV's indirect impact through assists and contributions beyond last-touch attribution."

Alex Yip
Director of Product Strategy
AppsFlyer

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