Full Funnel: From TV Awareness to Signed Case

A signed case starts 30-60 days earlier with a TV impression. CTV: 38% of impressions, 63% of conversions. Track full funnel or lose ROI.

A signed case doesn’t start with an intake call. It starts weeks earlier. Often with a TV impression the client doesn’t consciously remember. Understanding the full funnel reveals where ROI actually comes from, and why short attribution windows make CTV look like it doesn’t work when it’s actually driving the entire system.

The Complete Journey

Week 1: Awareness

Household sees CTV ad 3-5 times. Firm name registers subconsciously. No immediate action (no current need).

Week 4: Trigger Event

Car accident happens. Suddenly needs legal help. Remembers “that law firm from TV.”

Week 4: Search and Evaluation

Searches firm name or “car accident lawyer.” Visits website, maybe 2-3 firms. Reads reviews, evaluates options.

Week 4-5: Contact and Intake

Calls the firm (or fills out form). Intake qualification. Consultation scheduled.

Week 5-6: Signing

Case evaluation. Agreement signed. Client acquired.

The gap between impression and conversion can be 30-60+ days. This is why short attribution windows miss CTV’s true impact.

Attribution Across the Funnel

Option A

Option B

Awareness Stage

Measure impressions, reach, frequency, completion rate. CTV benchmarks: 94-96% completion rates, 90% of U.S. households reachable.

Consideration Stage

Measure branded search lift, verified visits, page depth/time. 62% discover brands through TV. 40% more likely to visit within 2 weeks.

Option A

Option B

Conversion Stage

Measure form submissions, phone calls, chat initiations, cost per lead. Website conversion rate: 3-6% for PI.

Close Stage

Measure intake qualification, consultation show rate, case acceptance. 35-50% hire first responder. 50%+ hire within 3 days.

The Attribution Challenge

Simple attribution gives credit to the last touchpoint. Someone searches “Smith Law,” clicks your ad, calls. Search gets credit. But CTV generated the search. Without the commercial, they wouldn’t have searched your name.

CTV'S OUTSIZED INFLUENCE
38% of ad impressions from CTV Source: Decentriq
63% of attributable conversions from CTV Source: Decentriq

Funnel Leakage Points

Pre-Conversion Leakage

  • + Search: Competitor ads intercept branded searches. Fix: Branded search protection
  • + Website: Slow load times cause abandonment. Fix: Mobile optimization
  • + Contact: Calls go to voicemail. Fix: Live answering, rapid response

Post-Contact Leakage

  • − Close: Poor intake experience. Fix: Intake training
  • − Close: Slow follow-up. Fix: Speed-to-consultation focus
  • − Close: Competitors respond faster. Fix: 5-minute response goal

Optimizing Each Stage

1

Optimize Awareness (CTV)

Sufficient frequency (3-7 exposures/week). Geographic precision. Behavioral targeting. Creative that drives recognition.

2

Optimize Consideration (Search)

Branded search dominance. Competitive generic bidding. Review management. Retargeting to site visitors.

3

Optimize Conversion (Website)

Landing page optimization. Form simplification. Click-to-call prominent. Chat as backup channel.

4

Optimize Close (Intake)

Live answering standard. 5-minute response goal. Multiple contact attempts. Consultation scheduling ease.

Measuring Full-Funnel ROI

The only metric that ultimately matters: cost per signed case.

THE FULL CALCULATION
$50K total monthly spend (CTV + Search + Other)
20 signed cases
$2,500 cost per case
10x ROI on $25K average case value

ROAS improves 24% after 90 days of consistent investment, because the system compounds.

Dashboard Metrics by Stage

Option A

Option B

Daily Monitoring

CTV delivery pacing. Search impression share. Website sessions. Lead volume.

Weekly Monitoring

Verified visit rates. Search volume trends. Conversion rates. Response time performance.

Monthly monitoring: Cost per lead by stage, lead-to-case conversion, cost per signed case, channel ROI comparison.

The Taqtics Full-Funnel Approach

1

CTV Exposure

Logged at household level with verified visit tracking

2

Website Visits

Connected to CTV exposure via IP/device graphs

3

Conversions

Tracked through forms and calls with attribution

4

Cases

Matched back to original impression for true ROI

This closed-loop attribution shows true CTV ROI: not just impressions, but actual cases signed.

References