Streaming TV ads reach households at scale, but nobody clicks a TV. That makes connected TV (CTV) one of the hardest channels to tie to revenue, and one of the easiest to under-credit.
The signals CTV gives you
- QR codes. A scan opens a tagged landing page, which the tracking snippet records like any visit.
- Vanity URLs. A short URL shown on screen works like a podcast vanity URL.
- Airing or impression logs. Your CTV platform can export when and where ads ran, which you can send as touchpoints with an IP or household identifier.
- Household networks. A purchase from the same masked home network soon after an airing is a meaningful probabilistic signal.
Sending CTV touchpoints
Post TV response windows, QR scans or impression records to the touchpoints API with channel: "ctv", a time, and an IP address or click ID. See podcasts, email, TV and affiliates.
Tag QR codes properly
Use UTMs on every QR destination, such as utm_source=ctv&utm_medium=qr&utm_campaign=q4-spot, and a different campaign value per creative so you can compare spots. Our UTM guide has naming rules.
Use a longer window and the right model
CTV works over weeks, not hours. A 7-day window undersells it; a 30- or 90-day lookback window is more realistic. Read it in first touch and linear, because the last touch before purchase is usually search or retargeting.
Expect probabilistic matches
Most CTV matches rely on household networks, so they'll carry a confidence score below exact matches. That's honest: report CTV revenue with its confidence rather than as a certainty.
Common mistakes to avoid
- Using a 7-day window. CTV influence often shows up weeks later. Short windows systematically undersell it.
- Judging CTV on last touch. The last touch is usually search or retargeting. Use first touch and linear.
- One QR code for every spot. Use a distinct campaign tag per creative so you can compare them.
- Ignoring marketplace and retail sales. TV reaches households that may buy on Amazon or in store.
Step by step in Trakinit
- Tag each QR destination and vanity URL with
utm_source=ctvand a campaign per creative. - Export airing or impression logs from your CTV platform and post them to the touchpoints API.
- Choose a 30- or 90-day lookback window.
- Bring in orders from every store, then compare CTV under first touch and linear.
Frequently asked questions
Can CTV ads be attributed without QR codes?
Yes. Impression or airing logs with household IPs can be matched to later sales from the same masked network. Those matches are probabilistic and carry a confidence score.
What's the difference between CTV and OTT?
CTV usually means streaming on a connected TV screen; OTT is the broader term for streaming delivered over the internet, on any device. Both are measured the same way.
How does CTV compare with podcasts for measurement?
They're similar: both lack a click and both start journeys. Read podcast attribution for complementary tactics.
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