How to track TV ad ROI on connected TV?
TV ad attribution, streaming ad measurement, and ROAS measurement are what our team argues about every reporting cycle. Our streaming spend has grown enough that a rough answer no longer holds up next to the search and social numbers.
Our platform dashboard counts conversions on a post-view basis, so anyone who saw an ad and bought later gets credited. Those numbers look strong. Our own analytics shows a much smaller figure, and the gap between the two is wide enough that reporting either one alone feels wrong.
Two approaches come up when I ask people running performance TV advertising. One is incrementality testing, where a matched group stays unexposed and you compare the two. The other is watching site traffic and new customer rate during a flight against a clean baseline from before it. Both take weeks and neither hands you one tidy number at the end.
Cross-channel attribution makes it worse, since the same conversion often shows up in two dashboards at once. Nobody on our side wants to double count, and nobody wants to write streaming off as branding either.
Anyone running this at real scale, what number do you report internally and how do you defend it? Platform reported figures on their own have never settled the argument here.