Last updated: September 2026
Running Connected TV (CTV) campaigns with Kayzen requires a CTV-specific Adjust setup that differs from a standard mobile integration. Because a CTV impression is served on a television but the install happens on a phone or tablet, Adjust cannot use the device-ID matching it uses for mobile — it falls back to IP-based probabilistic matching between the CTV device and the mobile device. This guide focuses on what is unique to CTV: creating the cross-device tracking link and prioritizing CTV impressions in the attribution waterfall. For the base partner setup that CTV builds on, we point to the existing mobile integration guide rather than repeating it.
Why CTV is different from mobile: A mobile integration attributes a click or impression on the same device as the install, often using a deterministic device ID. CTV can't — the ad and the install happen on different devices, and the IP address is the only identifier Adjust can see on both. Adjust attributes CTV using IP-based probabilistic modeling, the same mechanism used for any other probabilistic click or impression. Within Adjust's standard attribution waterfall, deterministic clicks rank highest, then probabilistic clicks, then deterministic impressions, then probabilistic/CTV impressions, then organic — so by default, CTV impressions are attributed only when no higher-priority touchpoint is eligible. That's why waterfall prioritization (Step 2 below) is the step that actually matters for CTV, not a toggle on the link itself. For Adjust's full reference, see Connected TV to mobile measurement.
Prerequisite: This guide assumes the base Kayzen–Adjust integration (partner activation, app-specific API key, and event postbacks) is already in place. If it isn't, complete the Integration Guide for Adjust first, then return here for the CTV-specific steps.
1. Attribution Link
Go to Campaign Lab > Partners and confirm Kayzen is active with your app-specific event API key entered and in-app event postbacks configured. Full detail on this base setup is in the mobile integration guide. Then complete the two CTV-specific steps below. CTV tracking links use the same Kayzen module flow as standard mobile links (see Generate Adjust tracking links for your campaign), with one key difference in link structure.
In Campaign Lab, create a new tracking link under the Kayzen partner as usual. Under App Selection, select both the relevant iOS and Android apps. When both OS-specific apps are selected, a single tracking link should be generated for both apps, rather than generating separate unique links for iOS and Android.
Under Set your link use case, choose Cross-device link instead of Single-device link. This is what tells Adjust to attribute the link using IP-based probabilistic matching rather than same-device matching. Enter a link name (e.g. Kayzen CTV) so it's identifiable in your reporting.
Under Cross-device attribution, set the view-through attribution window to 72 hours, which is our recommended setting for CTV.
Click Create link and copy the generated impression URL to use as the impression tracking URL for your Kayzen CTV creative.
2. Prioritize CTV impressions in the attribution waterfall
By default, Adjust runs Classic Attribution, where CTV impressions sit at the bottom of the waterfall below every click and every other impression type — so installs are rarely credited to CTV unless you request a different configuration. This is not self-serve; contact your Adjust TAM or support@adjust.com to change it. Adjust offers four configurations, described in the table below.
Waterfall | Description |
Classic Attribution (Default) | CTV impressions remain the lowest-priority engagement, considered only after clicks and other eligible impressions. |
Prioritize CTV over Regular Impressions | CTV impressions rank above standard mobile impressions but still below all clicks. |
CTV First | CTV impressions rank highest in the waterfall, ahead of all clicks and impressions — maximizes CTV attribution. |
CTV over Search Inventories | CTV impressions rank above search advertising inventories, but remain below click engagements from other networks. |
These configurations only reorder eligible CTV impressions within the waterfall — they don't change attribution windows, eligibility requirements, or the underlying IP-based matching itself. Full detail: Connected TV to mobile measurement.
Recommendation: Enable CTV First to maximize CTV-attributed installs and better measure CTV performance.
3. Cost
If you haven't previously shared your ad spend data with Adjust, you can start sharing it to unlock more accurate campaign performance insights. Refer to the Cost Integration with Adjust document to learn more.