AOV shows how much revenue you make, on average, from each MNTN-attributed conversion. It’s a key metric for understanding campaign impact on purchase behavior.

Formula: ​Total MNTN Order Value ÷ Total MNTN Conversions

Assist Metrics show how Multi-Touch ads contribute to Prospecting campaign performance—even if they weren’t the last ad shown. They highlight how earlier CTV exposures help move prospects along the path to conversion.

Here’s how it works:
When a prospecting event happens, the last TV ad gets credit for the conversion (Last-Touch), and the last Multi-Touch ad before that gets an Assist.

Key Assist Metrics include:

These metrics help you see the full impact of Multi-Touch exposure across the customer journey.

The percentage of Performance TV impressions that were watched to the end—a key signal of viewer engagement and the quality of your ad placement.

Formula: ​Completed Views ÷ Total Performance TV Impressions

The number of Performance TV impressions that were watched from start to finish. A strong indicator of message delivery and viewer engagement.

The percentage of your site’s total conversions that are attributed to MNTN. It shows how much impact your Performance TV campaigns are having on overall conversion volume.

Formula: Total MNTN Conversions ÷ Raw Conversions

The Conversion Attribution Window is the period after a Verified Visit during which a household must convert on your site for MNTN to take attribution credit. This window starts the moment a Verified Visit is confirmed.

Default:

This setting helps align conversion tracking with your actual purchase behavior.

The percentage of Verified Visits that turn into Conversions within the set conversion window. It measures how effectively your Performance TV campaigns drive action.

Formula: Total Conversions ÷ Total Verified Visits

The total number of actions—like purchases or sign-ups—that happened after a Verified Visit, all within the defined conversion window.

CPA tells you how much you spend to drive a single conversion—like a purchase, sign-up, or lead—through your CTV campaign. It’s a key metric when performance and customer acquisition are the goal.

Formula: Total Spend ÷ Total Conversions

With the CPC model, advertisers pay the vendor every time someone clicks an ad. Vendors using CPC often purchase media on a CPM basis, then resell it at a marked-up CPC—keeping the margin between what they paid and what you paid.

Why MNTN doesn’t use CPC:

CPCV measures the average cost to deliver a full Performance TV ad—watched from beginning to end, with no skips or drop-offs. It’s a reach efficiency metric that compares your campaign spend to the number of completed views.

Formula: Total Spend ÷ Completed Views

With the CPM model, advertisers pay a transparent rate based on the actual CPM cost of the inventory. MNTN applies a fixed margin to that cost—no hidden markups or opaque media buys.

MNTN uses CPM because it:

CPV shows how much you spend to drive a Verified Visit to your site through a CTV campaign. It’s a go-to metric when your goal is boosting site traffic and getting eyes on your brand.

Formula: Total Spend ÷ Verified Visits

Dynamic CPM (dCPM) is MNTN’s pricing model, where the cost per thousand impressions adjusts automatically to help you meet your campaign goal. Instead of charging fixed fees or retainers, MNTN takes a percentage of your media spend as a platform margin.

This model enables the platform to:

With dCPM, advertisers don’t overpay for impressions and can trust MNTN’s optimization engine to hit or exceed performance goals—automatically.

The percentage of ad impressions that lead to a conversion within the set conversion window. It helps you measure how effectively your impressions turn into action.

Formula: Total Conversions ÷ Total Impressions

The percentage of ad impressions that result in a Verified Visit. This metric shows how effectively your ads drive traffic to your site.

Formula: Total Verified Visits ÷ Total Impressions

IPM measures how many app installs you generate for every 1,000 ad impressions. It’s a fast way to gauge how effectively your ads are driving installs at scale.

Formula: (Total Installs ÷ Total Impressions) × 1,000

Last Touch Metrics credit your MNTN TV ad as the final influence before a Verified Visit that led to a conversion. Based on MNTN’s Verified Visit™ methodology, these metrics highlight the last impression that directly drove action. If a Multi-Touch ad occurred before the conversion but wasn’t last, it receives Assist credit instead.

Key Metrics include:

These metrics show how MNTN campaigns drive traffic to your site, based on user behavior tracked over a 90-day rolling pixel window. They reveal who’s visiting, who’s new, and which visits can be directly attributed to your CTV ads—helping you gauge audience quality and campaign impact.

Raw Metrics reflect performance data from your website—whether or not it’s tied to MNTN campaigns. They offer a baseline view of site activity that’s independent of Verified Visits or attribution. Use them to benchmark performance and understand overall traffic trends beyond your CTV impact.

ROAS shows how much revenue you earn for every dollar spent on a campaign. In CTV, it’s a key metric for measuring the direct impact of your ads—the higher the ROAS, the stronger the return.

Formula: Revenue Attributed to MNTN ÷ Total Spend

ROI measures the profit you earn from your MNTN media spend. It helps you gauge how efficiently your campaign turns investment into revenue.

Formula:(Order Value − Total Spend) ÷ Total Spend

The sales cycle measures the time between a visitor’s first site visit and their conversion—whether or not MNTN advertising played a role. It helps you understand how long it typically takes users to convert once they land on your site.

The total number of conversions that occurred after a Verified Visit, within the defined conversion window. This metric captures your campaign’s full impact on driving actions like purchases, sign-ups, or other key goals.

This metric shows how much you’re spending for every 1,000 impressions served. It’s a key indicator of overall campaign efficiency and cost control.

Formula: (Total Spend ÷ Total Impressions) × 1,000

The percentage of users who were served an impression and went on to convert after a Verified Visit. This metric helps you measure how effectively your campaign turns reach into results.

Formula: Total Conversions ÷ Users Reached

User Visit Rate measures how many households reached by your campaign went on to visit your site. It’s a useful metric for evaluating how effectively your ads drive traffic.

Formula: Total Verified Visits ÷ Users Reached

A Verified Visit is a site visit that happens after a household sees your MNTN ad. It’s how we tie ad exposure to real-world action—on any device, within a time frame you define.

How it works:

Verified Visits can also flow into tools like Google Analytics and Rockerbox, giving you flexibility in how you measure downstream impact.

The Verified Visit Window is the time frame between a household viewing your MNTN ad and visiting your site. If the visit happens within this window—and meets MNTN’s strict attribution criteria—it’s counted as a Verified Visit.

Defaults:

You can customize this window to better match your sales cycle. Changes affect reporting moving forward, not retroactively.

The number of times your ad was actually seen—not just served. To qualify as viewable, an impression must meet the IAB standard: at least 50% of the ad must be in view for a minimum of two seconds.

The percentage of ad impressions that met the IAB’s viewability standard—meaning they were actually seen by viewers. A higher rate means better placement and visibility.

Formula: Viewable Impressions ÷ Total Impressions

The percentage of households reached by your campaign that went on to visit your site. It’s a key indicator of how effectively your ads drive traffic.

Formula: Total Verified Visits ÷ Households Reached