Definitions
Attribution is the process of connecting your ad viewers to actions they take on your website or app. At Vibe, we use IP-address matching to identify which website visits and conversions were driven by your CTV ads.
You can use this attribution data to measure campaign performance, optimize your creative assets, and more.
An attribution window is the period after a viewer sees your ad during which their actions (visits, leads, purchases) are attributed to that campaign. Configurable per campaign. With Vibe, you can choose from the following attribution windows:
12 hours
1 day
48 hours
72 hours
7 days
30 days (default, recommended)
How it works
Vibe uses IP-address matching to connect TV ad exposure to website activity. Here's how:
When your ad plays on a Smart TV, Vibe logs the household's IP address.
When someone on that same Wi-Fi network picks up their phone or laptop to visit your website, your Vibe pixel detects the visit.
Vibe matches the visitor's IP address against all household IPs that were exposed to your ad within the selected attribution window.
When the IPs match, the visit (and any subsequent actions like leads or purchases) is attributed to your campaign and appears in your reporting.
This means Vibe can connect the dots between a TV ad airing and a website visit, even though the ad and the website are viewed on different devices, as long as they share the same network.
Where to change the attribution window
You can set the attribution window in three places. Each one controls a different scope.
1. During campaign creation or editing (campaign level)
This setting is saved to the campaign and persists across sessions.
Open your campaign in edit mode.
Scroll to the Campaign Performance Objective section.
Expand Advanced options.
Click Edit window next to the current attribution window value.
Select your preferred window from the dropdown and click Save.
The default is 30 days (recommended). This option is available for all campaign goals except Awareness.
2. On an individual campaign's reporting page
This filter temporarily changes the attribution window used to display metrics for that specific campaign.
Navigate to your campaign's reporting page.
In the header bar, look for the three-dot menu (⋮) on the right side, next to the date filters.
Click it and select your preferred attribution window. A checkmark indicates the currently selected value.
3. On the Campaigns reporting view (account level)
This filter changes the attribution window used across all campaigns displayed in the main reporting dashboard.
Go to the Campaigns reporting view (your main campaigns list with performance data).
In the filter bar at the top, look for the three-dot menu (⋮) on the right side, after the date and status filters.
Click it and select your preferred attribution window.
Important: reporting filters are session-based
The attribution window filters on the campaign reporting page and the account-level reporting view are temporary. They apply to your current session only and reset when you navigate away or reload the page.
If you notice a mismatch in data between the account-level Campaigns reporting view and an individual campaign's reporting page, check that both are set to the same attribution window. They are controlled independently.
The campaign-level setting (set during creation or editing) is the only one that is permanently saved.