Connected TV is no longer a pure awareness play. With Samsung Ads Mobile Conversion, the CTV impression is wired directly to mobile app installs and in-app actions — with partner-grade attribution and lift testing built in. As a mobile-traffic source that optimizes across screens, here’s how we deploy it, what to watch in reporting, and where the product is heading next.

What “Mobile Conversion” actually is

Mobile Conversion is a cross-device performance workflow inside Samsung’s DSP. Campaigns start on Samsung TV (and can extend to mobile/desktop), and downstream outcomes — app installs, registrations, purchases are captured via your MMP. The key construct is a Conversion Group you attach to the flight: it holds the AppsFlyer or Adjust trackers and becomes the anchor for optimization and incrementality reporting. In practice, you’re buying CTV reach and measuring true mobile outcomes without cobbling together custom plumbing.

Measurement you can trust

Configuration is straightforward: create a Conversion Group, paste your MMP impression/click trackers, and enable Performance Tracking (formerly “Conversion Tracking”) on the line item. Samsung ingests attributed events back from the MMP for pacing and optimization. For proof beyond last-touch, you can run a Conversion-Group-Based Lift Report after launch to quantify incremental impact versus a control. If you sell publisher inventory or streamers in parallel, Samsung also surfaces integrations (e.g., with Kochava for Publishers) for unified cross-platform views.

Targeting that moves the needle

Because Samsung sits on the largest global footprint of smart TVs, you can tap ACR-derived audiences and cross-device IDs to find under-exposed linear viewers, prospect with CTV, and retarget on mobile. You can also build Smart Audiences in the DSP for behavioral and genre-based segments, then layer mobile and desktop to capture the install right after the living-room exposure.

Reporting that supports real optimization

Live flights should be monitored in three views:

• Delivery & Interactive Delivery to validate spend, reach and interaction rates on CTV.
  
• Web/Mobile performance reports to track CPI/CPA/ROAS for app outcomes.
  
• Lift reports to defend incremental contributions in front of finance and the C-suite.
  

A practical nuance: keep tracking hygiene tight. Align macros across CTV and mobile tags so your MMP sees a consistent signal; mismatched parameters are the #1 cause of under-attribution on cross-device tests.

How we activate it for clients

We open with broad ACR audiences on CTV to seed awareness, then spin up Mobile Conversion lines with Conversion Groups pre-wired to AppsFlyer or Adjust. After a 7–10 day learning window, budget shifts toward CTV segments demonstrating strongest post-view mobile outcomes. If the KPI is events (D1 registrations, first purchase), we pass those back to the DSP and optimize to event-level CPA rather than CPI. For brands that need causal proof, we schedule a Lift read after sufficient volume.

Where the product is going

Samsung continues to package actionable and interactive CTV units alongside Mobile Conversion, shrinking the distance between exposure and action (QR, send-to-phone, shoppable overlays). The through-line for growth teams is simple: CTV can now carry performance accountability comparable to mobile — without giving up the upper-funnel reach that TV does best.

Samsung Ads Mobile Conversion finally standardizes the CTV → mobile path: clear setup (Conversion Groups), verified MMP attribution, and built-in lift. If your Q4 plan still treats CTV as “brand only,” you’re leaving measurable installs and revenue off the table. Wire the MMP trackers, launch with CTV reach plus mobile follow-ups, and let the Lift report settle the argument then scale into interactive CTV once ROAS clears your bar. In 2025, the living room is a performance channel; it’s time to buy it like one.