Overview
Within the Ribeye platform, users can convert up to 30 days after being served an ad, and that conversion will still be attributed back to the corresponding line item. This window is designed to capture delayed and cross-device user behavior.
- Attribution window: Up to 30 days post-ad exposure
- Tracking method: Household-level IP tracking with deduplication
- Attribution model: Last-touch attribution
Ribeye uses household-level IP conversion tracking to measure performance. This approach deduplicates conversions within the same household, meaning multiple conversions from users in a single household are counted as one.
This differs from some platforms, such as MNTN, which may count a conversion each time a pixel fires, regardless of whether it comes from the same household. Ribeye’s methodology is intended to provide a more accurate representation of unique household conversions.
Keep in mind
It is possible for CTV line items to show zero conversions, even when they are contributing to overall campaign performance. Because CTV is non-clickable and relies on cross-device behavior, its impact may not always be captured as a direct conversion.
At the same time, some CTV campaigns do generate measurable conversions within the attribution window. Performance can vary based on targeting, audience size, and user behavior.
Example
A user is served a CTV ad on their television but does not take immediate action. Later, they visit the advertiser’s website on their phone and complete a purchase. The conversion is credited to the mobile device as the final touchpoint, while the CTV exposure remains an influencing factor in the user journey.