Enveu Media & OTT Glossary
A practical knowledge base for OTT platforms, streaming tech, monetization, playback, analytics, DRM, FAST, and media operations. Use A–Z to browse or search to jump to a term.
A practical knowledge base for OTT platforms, streaming tech, monetization, playback, analytics, DRM, FAST, and media operations. Use A–Z to browse or search to jump to a term.
Attribution is the process of identifying which marketing channels, campaigns, or touchpoints contributed to a user action such as an install, signup, or subscription.
Attribution is the process of identifying and assigning credit to the marketing channels, campaigns, or user interactions that lead to a specific outcome, such as an app install, account creation, subscription purchase, or content engagement.
In OTT platforms, attribution tracks how users discover an app or service across ads, social media, search, referrals, or notifications. It connects acquisition events with downstream actions like subscriptions, watch time, and retention.
Attribution helps teams understand which acquisition sources drive high-quality users and revenue. It enables better marketing spend optimization, campaign performance analysis, and growth decision-making.
OTT platforms use attribution models such as first-touch attribution, last-touch attribution, or multi-touch attribution to decide how credit is distributed across user interactions.
Attribution data is often analyzed alongside metrics like engagement rate, retention, churn, and lifetime value to evaluate long-term user behavior and acquisition effectiveness.