Level-up CTV Conversion Tracking with User-level Visibility

Connected TV (CTV) has made TV advertising accessible for businesses of all sizes with the same targeting, tracking, and reporting benefits as digital advertising. Adpearance takes CTV tracking and reporting a step further for our clients by integrating CTV impression tracking with proprietary Adpearance technology, Foureyes premium tracking, and your CRM data.

The Evolution of TV Ad Tracking

Linear TV Tracking

Traditional linear TV ads have set time slots with limited insights into who sees your ad. Your ads are served to relevant and irrelevant viewers because you advertise to the entire timeslot. Networks estimate how many households will see your ad in advance and follow up with Nielsen and Comscore estimates, but you never know exactly how many people saw it or what actions they took after.

Connected TV Tracking

CTV opened up a whole new world of data and targeting. Businesses can now serve ads to in-market audiences wherever and whenever they are watching. CTV allows you to track how many people view your ad, with a true cost per view. Connect those views with native conversion data on your website in the aggregate to understand the true cost-per-lead.

Adpearance Takes Tracking to the Next Level

We weren’t satisfied knowing the cost-per-lead, so Adpearance developed the technology necessary to understand the true return on investment for CTV ads. Adpearance’s proprietary impression tracker allows us to know, at the user level, who saw the ad, made lead conversions, and ultimately purchased. It provides the complete picture of the dollar value of CTV for your business, highlighting which audiences generated revenue and which stalled out at the lead conversion.

How Does Adpearance’s Connected TV Tracking Work?

1. All users are associated with the IP address of the device they use. When someone watches your business’ CTV ad, you can track the user’s IP address and all associated CTV metrics using an impression pixel embedded within the ad. All of this information is stored in the impression pixel database.
2. Meanwhile, the same user might go to your website and fill out a form whether they do so immediately, days later, or even weeks down the road. By filling out the form with their personal information, the user unmasks themselves and provides a name to go with their IP address. Leveraging Foureyes premium tracking, you can now see the user’s interactions with your marketing mix before they made the conversion. This information is stored in the conversions database and also goes to your CRM.
3. From here, all of your databases begin informing each other to provide a clearer picture of where users are in the buyer’s journey and the effectiveness of your CTV advertising efforts. The conversion database and impression pixel database cross-reference users to identify who became a lead from CTV in your data visualization platform.
4. Utilize your CRM to track who responds well to your CTV advertising and where they are on their buyer’s journey until they complete their purchase.

What Does This Mean for Adpearance Clients?

We have found that users exposed to CTV ads convert at a higher rate than users who are not. When looking at all website visitors, those exposed to a CTV ad convert on site at a rate 1.2x that of standard (non-exposed) website visitors. Not only do CTV viewers convert more frequently on site, but these leads close (i.e. a sale is made) at a higher rate as well. We have found that exposed CTV viewer leads close at a rate 1.85x that of a standard lead.

Next Steps

Interested in learning more about how CTV could benefit your business? Request a free digital analysis to see how you stack up against the competition and where you have opportunities to improve.