# The CTV Measurement Playbook

True Incrementality for App Advertisers

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#### ‍ **Download the Playbook**  **‍** Co-authored by Moloco and AppsFlyer

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## Industry Conversation Highlights

## 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.

### 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

[Get the Report](/content/reports/ctv-measurement-playbook#report-page-wrapper/index.html)

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