Last-click attribution gives CTV zero credit. Multi-touch attribution reveals CTV’s actual contribution. Understanding attribution models is essential for measuring CTV accurately.
The Last-Click Problem
CTV Exposure
Customer sees your CTV ad while streaming their favorite show.
Brand Search
Days later, customer searches your firm name on Google.
Click & Convert
Customer clicks your Google ad and fills out the form.
Wrong Credit
Under last-click: Google Ads gets 100%, CTV gets 0%.
This is obviously wrong. CTV drove the search. But last-click can’t see that.
How Multi-Touch Attribution Works
Multi-touch models distribute credit across touchpoints:
| Model | How Credit Is Assigned |
|---|---|
| Last-click | 100% to final touchpoint |
| First-click | 100% to first touchpoint |
| Linear | Equal credit to all touchpoints |
| Time-decay | More credit to recent touchpoints |
| Position-based | 40% first, 40% last, 20% middle |
| Data-driven | Algorithmic based on actual conversion patterns |
Linear Attribution Example
Journey: CTV → Organic search → Paid search → Conversion
- CTV: 33.3%
- Organic: 33.3%
- Paid search: 33.3%
Position-Based Example
Same journey:
- CTV: 40% (first touch)
- Organic: 20% (middle)
- Paid search: 40% (last touch)
Time-Decay Example
- CTV: 15% (earliest)
- Organic: 25%
- Paid search: 60% (most recent)
Why Multi-Touch Matters for CTV
CTV is almost always an upper-funnel touchpoint. It creates awareness that other channels capture. Under last-click:
- CTV looks like it generates zero leads
- Budget gets cut
- Performance actually declines (because CTV was driving search)
With multi-touch attribution:
- CTV’s contribution is visible
- Budget decisions are informed
- System optimization becomes possible
CTV accounted for 38% of impressions but 63% of conversions when proper attribution was applied.
Choosing an Attribution Model
Option A
Option B
Position-based gives appropriate credit to CTV as the awareness driver while still crediting conversion channels.
Implementing Multi-Touch Attribution
Option 1: Platform-Native
Many CTV platforms include attribution:
- MNTN tracks verified visits through conversion
- Tatari provides multi-touch models
- Some integrate with GA4
Option 2: Third-Party Attribution
Dedicated attribution platforms:
- Rockerbox
- Measured
- Northbeam
- Triple Whale
These aggregate data across channels for unified attribution.
Option 3: GA4 Attribution
Google Analytics 4 offers:
- Data-driven attribution (default)
- Multiple model comparison
- Cross-channel visibility
Requires proper UTM tagging and integration.
Attribution Windows for CTV
How long should CTV get credit?
| Scenario | Recommended Window |
|---|---|
| Direct response | 7-14 days |
| Consideration purchase | 14-21 days |
| Legal services | 14-30 days |
| High-value services | 21-30 days |
PI legal services are consideration purchases. Someone sees your ad, has an accident weeks later, then searches for you. Attribution windows need to capture this.
Cross-Device Attribution
CTV plays on TVs. Conversions happen on phones and computers.
The challenge:
- Ad seen on living room TV
- Search happens on phone
- Form filled on laptop
- How do you connect them?
Solutions:
- Household-level matching (same IP)
- Device graphs (probabilistic matching)
- Login-based matching (deterministic)
Platform match rates of 90%+ make cross-device attribution increasingly reliable.
Reading Attribution Reports
Key Metrics to Track
Assisted conversions: Conversions where CTV was in the path but not the last touch
Conversion paths: Common journeys (CTV → Search → Conversion)
Attribution credit by channel: How credit distributes across your mix
Model comparison: How credit shifts between models
What Good Looks Like
| Metric | Healthy Sign |
|---|---|
| CTV assisted conversions | Growing with spend |
| CTV → branded search paths | Common pattern |
| CTV attribution credit | 15-30% of conversions |
| Model variance | CTV credit higher in position-based than last-click |
Common Attribution Mistakes
❌ Mistakes to Avoid
- − Using only last-click. Cuts CTV because it 'doesn't convert directly'
- − Over-crediting CTV. First-click or long windows inflate CTV credit
- − Ignoring offline. Phone calls matter for law firms, missing them misses conversions
- − Not testing models. Large differences between models suggest measurement issues
Attribution and Budget Decisions
Attribution informs but doesn’t dictate:
What attribution tells you:
- Relative channel contribution
- Journey patterns
- Where to investigate
What attribution doesn’t tell you:
- Absolute ROI
- Optimal budget levels
- Creative quality impact
Use attribution as input to decisions, not as the decision.
For complete measurement strategy, see the CTV attribution guide.
References
- Decentriq. (2025). CTV advertising: The complete guide. https://www.decentriq.com/article/ctv-advertising
- Nielsen. (2025). Connected TV: Transforming advertising trends. https://www.nielsen.com/insights/2025/connected-tv-transforming-advertising-trends/