The CTV Measurement Playbook
True Incrementality for App Advertisers. Download the CTV Measurement Playbook, co-authored by Moloco and AppsFlyer.
Enter your info to get the report
What's inside of this report
Why last-touch attribution systematically misvalues CTV
The four incrementality methodologies and how to choose the right one based on your campaign
How to measure CTV-to-Web outcomes - when the conversion ends on a website, not an app install
What good CTV results actually look like; 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
Most app advertisers are scaling CTV cautiously.
Not because the channel doesn't work, but because they can't read it the way they read mobile.
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.
Insights & Resources
Beyond Borders - Mobile Gaming Insights for Global Growth
Valuable users can be found in unexpected places. For many mobile gaming marketers, it can feel comfortable to focus on familiar regions where they may have seen success in the past. However, new research suggests that stepping outside of the comfort zone can offer marketers an opportunity to rethink user acquisition strategies and unlock incremental growth.
Inside a mobile game’s first year
An analysis of 55 mobile game launches, representing $1.5B in IAP revenue and more than 20M players, reveals what separates breakout titles from the rest. Discover how their strategies evolve throughout the first year, from creative testing to bid strategy.
