CTV has exploded in popularity among performance marketers and for good reason. The channel offers rich creative potential, wide reach, and increasingly advanced targeting options. But for all its promise, there’s one question that keeps many mobile marketers on edge: "Is this driving incremental results?"
That question is particularly relevant when evaluating CTV (Connected TV) and VTA (View-Through Attribution), two powerful tools that, when misused, can easily overstate performance and inflate results that aren’t truly new.
At Mobupps, we hear this concern from clients on a regular basis. They’re excited about CTV, but hesitant to scale. They’ve tried VTA in the past but walked away frustrated.
The core issue? A lack of clarity and trust around incrementality. That’s why we leverage MAFO, our proprietary technology, built to deliver marketers accurate insights into their toughest challenges.
We observe rising acquisition costs and tighter performance goals, so you need to know if your ads are genuinely moving the needle.
View-through metrics can look impressive on the surface, but if the installs would have happened anyway, they’re just soaking up your budget. Incrementality gives you that clarity. It answers the question: "What would have happened if we didn’t run this campaign?"
Without that answer, you’re flying blind. And that’s a dangerous place to be.
Here’s a look at the biggest pain points mobile marketers face and how Mobupps addresses them with MAFO.
"Our installs are up… but so are our costs. Are we just taking credit for organic users?"
This is the most common issue with VTA. A user sees your ad, but doesn’t click. A few hours or days later, they install the app. Attribution tools often credit the view, but in reality? That user might have installed with or without the ad.
What MAFO does: MAFO isolates incremental lift using advanced methodologies such as geo-based lift studies, randomized controlled tests, and audience exclusions. By carefully applying controlled holdouts, we determine which conversions are truly driven by ad exposure. This approach filters out noise and ensures you only pay for users who represent real, incremental growth, rather than those who would have installed anyway.
Imagine this: You spend $100K on a CTV campaign. View-throughs look solid, but your user base is flat. The only number rising? Your CAC.
This is a classic sign of poor incrementality. If you’re spending more but not growing, you’re not scaling, just shifting.
MAFO’s solution: By accurately measuring incremental lift, we enable you to distinguish between campaigns that drive net-new user acquisition and those that simply cannibalize existing demand. These insights empower smarter, more efficient media buying decisions that are truly scalable.
Now, CAC tells a more honest story, and you can confidently reinvest in what works.
"We’ve tried VTA before. We didn’t trust the results."
We’ve heard this one countless times. And it’s fair. Many marketers have had this experience. Broad attribution windows, lack of transparency, and unclear rules for what counts as a "view" lead to skepticism.
MAFO fixes this by making attribution transparent: You define the viewability rules. You choose the attribution window. And you get a clean, side-by-side comparison between click-through and view-through performance right in the dashboard.
CTV is still uncharted territory for many advertisers, and with that comes two very different challenges: fraudulent traffic and cannibalized (non-incremental) installs.
Fraud: Fraud tactics are constantly evolving, from device spoofing to click flooding, impression flooding, and ads “running” silently in the background. To protect your spend, MAFO combines anomaly detection, suspicious IP clustering, and real-time viewability checks to block invalid impressions before they pollute your attribution reports.
Cannibalization: Unlike fraud, cannibalization occurs when ads “take credit” for users who would have converted anyway. Here, MAFO applies incrementality modeling and semi-exclusive inventory sourcing to isolate true lift. By separating organic or overlapping conversions from ad-driven conversions, we ensure you’re not paying twice for the same user.
Why this matters: Fraud prevention and incrementality measurement are not the same. By addressing each with the right methodology, AI-powered fraud detection on one side, and incrementality plus semi-exclusive inventory on the other, Mobupps gives you a more complete and accurate view of your media effectiveness.
CTV delivers powerful reach, but performance marketers live and die by metrics like CPI, ROAS, and retention. The challenge is connecting those big-screen exposures to measurable downstream outcomes.
The real risk is scaling the wrong channels entirely. Without accurate incrementality data, marketers may double down on CTV spend that looks good on paper but isn’t actually driving incremental users or revenue. And this strategic misstep can derail growth.
What MAFO does: We bridge this gap by syncing CTV exposure data with mobile re-engagement strategies such as push notifications, deep links, and in-app offers. This ensures that CTV is a measurable driver of lower-funnel actions. With MAFO, you can invest in CTV confidently, knowing exactly how much real incremental value it’s delivering.
Many attribution models stop at installs or CAC, but that only shows surface-level performance. Marketers need visibility into whether acquired users actually deliver business value after the first download.
MAFO goes deeper: We measure incrementality across downstream monetization events such as D7 ROAS, D7 retention rates, subscription conversions, and other revenue-driving milestones. By aligning lift measurement with these critical KPIs, we ensure you’re acquiring the right users who generate sustainable revenue.
As a result, you can clearly see which campaigns drive long-term growth, not just short-term spikes, and reinvest with confidence in channels that prove true business impact.
Have you tested CTV or VTA and found the results underwhelming? That’s a common story. The issue isn’t the channels themselves; it’s the lack of proper measurement that makes it hard to see what’s driving results.
That’s exactly why MAFO exists. It helps performance marketers to:
Finally, don't hesitate to scale. Because growth without incrementality is just noise. Mobupps is already helping top gaming and app developers make smarter retargeting decisions. So we will make these three simple steps together:
Let’s find out how much of your current performance is real and how much could be better.
Want to learn more about MAFO? Reach out to our team: marketing@mobupps.com
CTV has exploded in popularity among performance marketers and for good reason. The channel offers rich creative potential, wide reach, and increasingly advanced targeting options. But for all its promise, there’s one question that keeps many mobile marketers on edge: "Is this driving incremental results?"
That question is particularly relevant when evaluating CTV (Connected TV) and VTA (View-Through Attribution), two powerful tools that, when misused, can easily overstate performance and inflate results that aren’t truly new.
At Mobupps, we hear this concern from clients on a regular basis. They’re excited about CTV, but hesitant to scale. They’ve tried VTA in the past but walked away frustrated.
The core issue? A lack of clarity and trust around incrementality. That’s why we leverage MAFO, our proprietary technology, built to deliver marketers accurate insights into their toughest challenges.
We observe rising acquisition costs and tighter performance goals, so you need to know if your ads are genuinely moving the needle.
View-through metrics can look impressive on the surface, but if the installs would have happened anyway, they’re just soaking up your budget. Incrementality gives you that clarity. It answers the question: "What would have happened if we didn’t run this campaign?"
Without that answer, you’re flying blind. And that’s a dangerous place to be.
Here’s a look at the biggest pain points mobile marketers face and how Mobupps addresses them with MAFO.
"Our installs are up… but so are our costs. Are we just taking credit for organic users?"
This is the most common issue with VTA. A user sees your ad, but doesn’t click. A few hours or days later, they install the app. Attribution tools often credit the view, but in reality? That user might have installed with or without the ad.
What MAFO does: MAFO isolates incremental lift using advanced methodologies such as geo-based lift studies, randomized controlled tests, and audience exclusions. By carefully applying controlled holdouts, we determine which conversions are truly driven by ad exposure. This approach filters out noise and ensures you only pay for users who represent real, incremental growth, rather than those who would have installed anyway.
Imagine this: You spend $100K on a CTV campaign. View-throughs look solid, but your user base is flat. The only number rising? Your CAC.
This is a classic sign of poor incrementality. If you’re spending more but not growing, you’re not scaling, just shifting.
MAFO’s solution: By accurately measuring incremental lift, we enable you to distinguish between campaigns that drive net-new user acquisition and those that simply cannibalize existing demand. These insights empower smarter, more efficient media buying decisions that are truly scalable.
Now, CAC tells a more honest story, and you can confidently reinvest in what works.
"We’ve tried VTA before. We didn’t trust the results."
We’ve heard this one countless times. And it’s fair. Many marketers have had this experience. Broad attribution windows, lack of transparency, and unclear rules for what counts as a "view" lead to skepticism.
MAFO fixes this by making attribution transparent: You define the viewability rules. You choose the attribution window. And you get a clean, side-by-side comparison between click-through and view-through performance right in the dashboard.
CTV is still uncharted territory for many advertisers, and with that comes two very different challenges: fraudulent traffic and cannibalized (non-incremental) installs.
Fraud: Fraud tactics are constantly evolving, from device spoofing to click flooding, impression flooding, and ads “running” silently in the background. To protect your spend, MAFO combines anomaly detection, suspicious IP clustering, and real-time viewability checks to block invalid impressions before they pollute your attribution reports.
Cannibalization: Unlike fraud, cannibalization occurs when ads “take credit” for users who would have converted anyway. Here, MAFO applies incrementality modeling and semi-exclusive inventory sourcing to isolate true lift. By separating organic or overlapping conversions from ad-driven conversions, we ensure you’re not paying twice for the same user.
Why this matters: Fraud prevention and incrementality measurement are not the same. By addressing each with the right methodology, AI-powered fraud detection on one side, and incrementality plus semi-exclusive inventory on the other, Mobupps gives you a more complete and accurate view of your media effectiveness.
CTV delivers powerful reach, but performance marketers live and die by metrics like CPI, ROAS, and retention. The challenge is connecting those big-screen exposures to measurable downstream outcomes.
The real risk is scaling the wrong channels entirely. Without accurate incrementality data, marketers may double down on CTV spend that looks good on paper but isn’t actually driving incremental users or revenue. And this strategic misstep can derail growth.
What MAFO does: We bridge this gap by syncing CTV exposure data with mobile re-engagement strategies such as push notifications, deep links, and in-app offers. This ensures that CTV is a measurable driver of lower-funnel actions. With MAFO, you can invest in CTV confidently, knowing exactly how much real incremental value it’s delivering.
Many attribution models stop at installs or CAC, but that only shows surface-level performance. Marketers need visibility into whether acquired users actually deliver business value after the first download.
MAFO goes deeper: We measure incrementality across downstream monetization events such as D7 ROAS, D7 retention rates, subscription conversions, and other revenue-driving milestones. By aligning lift measurement with these critical KPIs, we ensure you’re acquiring the right users who generate sustainable revenue.
As a result, you can clearly see which campaigns drive long-term growth, not just short-term spikes, and reinvest with confidence in channels that prove true business impact.
Have you tested CTV or VTA and found the results underwhelming? That’s a common story. The issue isn’t the channels themselves; it’s the lack of proper measurement that makes it hard to see what’s driving results.
That’s exactly why MAFO exists. It helps performance marketers to:
Finally, don't hesitate to scale. Because growth without incrementality is just noise. Mobupps is already helping top gaming and app developers make smarter retargeting decisions. So we will make these three simple steps together:
Let’s find out how much of your current performance is real and how much could be better.
Want to learn more about MAFO? Reach out to our team: marketing@mobupps.com
