It’s the oldest trick in the advertising playbook: serve the last ad before a user converts, and take all the credit.
Sound familiar?
Yeah, it’s broken. And it’s costing marketers millions in misattributed performance.
At adduro.io, we built the Fractional Conversions Tool to expose this BS—and fix it. Here’s how it works, and why it changes everything for modern CTV campaigns.
The Problem: Attribution That Ignores Reality
Let’s be real, users don’t watch one app, see one ad, and suddenly decide to buy.
They bounce around. They stream across Hulu, Roku, Tubi, Paramount+. And they see your ads across all of them. We call this “app-hopping”.
But traditional attribution models? They ignore all that.
They give 100% credit to the last app on which a user saw an ad. As if that one final touch did all the work. It’s lazy. It’s misleading. And it keeps marketers in the dark.
The Fix: Smarter, Fractional Attribution
adduro.io’s Fractional Conversions Tool rewrites the rules.
Instead of playing favorites with the final ad, we track all ad exposures, and the sequence of exposures, across every app a user views before they convert… and divide credit accordingly.
Simple example:
- Hulu: 2 ads
- Roku Channel: 4 ads
- Tubi: 1 ad
- Paramount+: 1 final ad
That’s 8 total impressions. So Roku Channel gets 4/8 credit. Hulu gets 2/8. Tubi and Paramount+ each get 1/8. This doesn’t illustrate our time-decay calculation of the conversion pathway, but you get the idea
No guesswork. No gaming the system. Just real impact, measured accurately for more efficient campaigns..
What It Unlocks: Insight That Actually Drives Strategy
01. See Which Apps Actually Move the Needle
When you assign credit proportionally, the data gets real. Suddenly, you’re not over-investing in the app that happened to serve the “last ad.” You’re seeing who’s pulling weight across the whole journey.
02. Validate a True Multi-App Strategy
Fractional data proves what smart marketers already suspect: siloed app strategies are a dead end. It’s not about dominating one app—it’s about staying visible whenever, and wherever, your audience is watching.
03. Prove the Power of Audience-Based Buying
This is the real unlock. When you follow audiences, not apps, you see better results. The Fractional Conversions Tool backs it up with data. Every impression counts. Every platform matters.
04. Make Your Media More Efficient
By gaining visibility into the full user journey and conversion pathway, you can identify areas of opportunity for gained efficiency. Maybe you thought Premium SVOD apps are what drove viewership and conversions. With adduro.io‘s Fractional Conversions tool, you may see that FAST apps play a bigger role than previously thought and come with cheaper CPMs, allowing you to get more impressions and impact without having to increase your budget.
The Takeaway: Stop Guessing. Start Measuring Smart.
Last-touch attribution is easy to sell—but it’s a lie.
Fractional attribution is harder to build—which is why most vendors won’t touch it. But we did. Because it’s smarter. It’s clearer. And it works.
With Adduro’s Fractional Conversions Tool, you finally get the truth behind your conversions—so you can double down on what’s actually working.
