CTV Gets Under-Credited by Default. Here’s How to Fix It.

Here's something worth knowing before you evaluate your next Vibe.co CTV campaign: your MMP might be giving those ads zero credit for installs they actually drove. Not because the campaigns aren't working — because of a default in how attribution stacks are built, and a setting most app marketers never touch.

CTV does the work. Mobile gets the credit.

Picture this: someone is watching their favorite show on a streaming app. Your ad runs. They're interested — they keep watching, but your app is now in the back of their mind. An hour later they're on their phone, they see a retargeting ad for the same app, tap it, and install.

Your MMP logs: mobile retargeting, 1 install. CTV: 0.

This isn't a glitch. It's how attribution priority works by default. MMPs rank touchpoints in a hierarchy: a click with a clear device ID wins first, then a view with a clear device ID, then a click matched on probability, then an impression matched on probability. CTV lives in that last bucket. Because there's no click to trace from a TV screen to a phone, CTV matches on IP address — which is a softer signal. So by default it sits at the bottom of the stack regardless of how early in the funnel it caught someone's attention.

The consequence plays out the same way every time: CTV ROAS looks weak, budgets shift toward paid social, which now looks stronger because it's collecting credit for installs CTV drove. You're not making a bad decision — you're making a decision based on broken data.

What equal attribution priority windows actually fix

Equal attribution priority windows don't change how your MMP works. They change the rules of the competition.

When you activate an equal priority window, your MMP gives Vibe's CTV impressions a fair window to compete for attribution credit alongside other probabilistic touchpoints. If someone saw your CTV ad and later installed — even after interacting with a mobile ad in between — the CTV impression stays in the running for that conversion.

One thing to be clear about: this doesn't let CTV override a click. If a user tapped a Google search ad right before installing, that click still wins — it has a clearer identity trail. Equal priority only comes into play when the competing signals are both probability-based. You're not inflating CTV performance. You're removing a structural disadvantage that was deflating it.

How to set it up for your Vibe campaigns

AppsFlyer

AppsFlyer handles this through Cross-Platform Attribution in OneLink — it's self-serve once you know where to look.

Once it's live, give it a week before drawing conclusions. CTV attribution patterns emerge over 7-day windows — daily reports will look noisy at first.

Adjust

Adjust doesn't have a self-serve toggle for this — the priority change happens on their backend. Reach out to your Adjust Support rep or Technical Account Manager and ask them to update CTV attribution priority for your Vibe integration. They can configure it to prioritize CTV impressions above mobile impressions, above mobile impressions plus clicks, or above search ads depending on what you're running.

The other thing to confirm: that your Adjust integration is set up to send complete impression-level postback data from Vibe. Without it, Adjust doesn't have the signal to credit CTV impressions accurately regardless of what the priority settings say. If you're not sure, your Vibe account manager can help you verify the postback is firing correctly.

Singular

In Singular, attribution priority for CTV impressions is controlled in your tracking link configuration. Find the settings for CTV-enabled tracking links under your Vibe integration and enable the option to raise CTV impression priority so it sits alongside other probabilistic signals rather than beneath them.

A few things to keep in mind: Singular's practical window for probabilistic matching is around 24 hours — match quality degrades after that, so set your lookback accordingly. Apply the priority setting to all CTV-enabled links in your Singular setup, not just your primary campaign link, or you'll end up undercounting early-funnel CTV exposure. Your Singular integration page has the technical details, and your Singular account manager can confirm the exact parameter names in your setup.

Kochava

Kochava configures this at the partner level within your measurement settings. Open your Vibe partner configuration, find the attribution priority settings for CTV impressions, and raise the priority so those impressions compete fairly alongside other probabilistic signals. Set your view-through lookback window to 24–72 hours and verify that impression-level postback is active on the Kochava integration. If you're not sure where the setting lives in your specific setup, your Kochava account manager can point you to it.

Gamesight

Gamesight is purpose-built for gaming measurement and supports CTV impression attribution natively through the Vibe integration. Because Gamesight configurations vary more by account than the larger MMPs, the best path is to work directly with your Gamesight account manager to set up CTV impression priority for your Vibe campaigns. Before that conversation, confirm that impression-level data from Vibe is flowing into Gamesight correctly — everything else depends on that signal being clean.

What to expect when you turn it on

The first thing you'll notice is that CTV-attributed installs go up. Last-touch reports will shift — channels that were over-credited at CTV's expense will show lower attributed volume. Total installs stay the same. The credit distribution becomes accurate.

Bagelcode, the team behind Club Vegas, ran into exactly this when they launched CTV campaigns on Vibe. Once they configured their MMP to correctly receive impression-level postback data from Vibe campaigns, D7 and D30 ROAS consistently doubled their benchmarks — and overall ROAS tripled. “Vibe helped us understand how to better leverage our MMP dashboard and since then our performance has been really good.” — Julian Bacquet, Sr. Media Buyer, Bagelcode.

If you set ROAS targets based on data from before equal priority was active, recalibrate them. That baseline was understated. The number you should be hitting is higher than you thought.