How Law Firms Measure CTV Advertising Results

CTV had 38% of impressions but 63% of conversions when properly measured. Verified visits, call tracking, CRM integration: how to prove ROI.

CTV advertising doesn’t have clicks. You can’t track who tapped your TV commercial. So how do you know if it’s working?

Modern CTV measurement connects the dots from impression to conversion. No click required.

The Measurement Challenge

Traditional digital advertising relies on clicks. Someone clicks your ad, lands on your site, fills out a form. The path is trackable.

THE CTV MEASUREMENT CHALLENGE
No clicks no clickable interface on TV screens
Delayed see ad today, need lawyer next month
Cross-device see on TV, act on phone
Indirect path ad → search → website → call

Solving these challenges requires different measurement approaches.

Verified Visits: The Core Metric

The foundation of CTV measurement is the verified visit, connecting ad exposure to website visits at the household level.

How it works:

  1. CTV platform logs which households saw your ad
  2. Platform maintains identity graph connecting devices to households
  3. When someone visits your website, their device identifier is captured
  4. Platform matches: Did this visitor’s household see our ad?
  5. If yes = verified visit

90%+ household-level match rates in the U.S. make this connection reliable.

Interpreting verified visits:

RateInterpretation
0.3-0.5%Low engagement, creative or targeting issues
0.5-0.8%Average performance
0.8-1.2%Good engagement
1.2%+Strong performance

Verified visit rate = (verified visits / impressions) × 100

Conversion Tracking

Beyond visits, you need to track actual leads:

Form Tracking

Install CTV platform pixel on your website. When someone fills out a contact form, the pixel fires. Platform matches: Was this household exposed?

Call Tracking

Integrate call tracking (CallRail, Invoca, etc.) with CTV platform. Calls from exposed households attribute to CTV.

Chat Tracking

If you use website chat, integrate tracking to capture chat initiations from exposed households.

CRM Integration

For full-funnel measurement, connect CRM data. Track not just leads but consultations scheduled and cases signed, then attribute back to CTV exposure.

Attribution Models for CTV

How do you assign credit when someone saw a CTV ad, then searched, then converted via search click?

View-Through Attribution

Credit CTV when someone converts within a window after exposure, regardless of other touchpoints.

Window recommendations:

WindowUse Case
7 daysConservative/strict
14 daysStandard recommended
21 daysExtended consideration
30 daysMaximum reasonable

Legal services typically use 14-21 day windows. People don’t need lawyers immediately. But when they do, the ad they saw influences their choice.

Multi-Touch Attribution

Distribute credit across touchpoints:

Example journey:

  1. CTV impression (Day 1)
  2. Brand search click (Day 14)
  3. Form submission (Day 14)

Credit distribution:

ModelCTV CreditSearch Credit
Last-click0%100%
First-click100%0%
Linear50%50%
Position-based40%60%

CTV accounted for 38% of impressions but 63% of attributable conversions when proper multi-touch attribution was applied.

Incrementality Measurement

The gold standard: proving CTV causes conversions (not just correlates with them).

Geo Holdout Tests

Run CTV in some markets, hold out others. Compare conversion rates.

GEO HOLDOUT TEST EXAMPLE
2.4% conversion rate in CTV markets
1.8% conversion rate in holdout markets
+33% incremental lift from CTV

This proves causal impact. CTV isn’t just reaching people who would have converted anyway.

Matched Market Tests

Match markets by demographics and baseline performance. Run CTV in test markets, measure differential.

Synthetic Control

Statistical modeling creates a “synthetic” version of your market without CTV exposure. Compare actual results to synthetic baseline.

Viewers exposed to CTV campaigns are 40% more likely to visit an advertiser’s website. Incrementality testing confirms this lift.

Branded Search Lift

CTV’s impact shows in search behavior:

BRANDED SEARCH LIFT EXAMPLE
100/week branded searches before CTV
180/week branded searches during CTV
+80% search lift
0.81 correlation coefficient

This strong correlation indicates CTV is driving search interest.

How to measure:

  1. Establish baseline branded search volume (pre-CTV or non-flight periods)
  2. Track branded search during CTV flights
  3. Calculate lift and correlate with impression delivery
  4. Control for seasonality and other factors

Platform-Specific Measurement

Different CTV platforms offer different measurement capabilities:

MNTN

  • Verified visits standard
  • Multi-touch attribution
  • Incrementality testing available
  • Integration with Google Analytics

Tatari

  • Real-time response tracking
  • Baseline modeling
  • Outcome-based optimization
  • Strong for smaller budgets

The Trade Desk

  • Cross-device attribution
  • Household-level tracking
  • Integration with data partners
  • Requires DSP expertise

Roku/Amazon Direct

  • First-party data advantage
  • Closed-loop measurement
  • Limited cross-platform view

Building Your Measurement Stack

For comprehensive CTV measurement:

Option A

Option B

Essential

CTV platform with verified visit tracking. Call tracking integrated with CTV. Website pixel installed. Attribution window configured (14-21 days).

Recommended

Google Analytics 4 with CTV data. CRM integration for downstream tracking. Branded search monitoring. Multi-touch attribution model.

Advanced capabilities: Incrementality testing, unified attribution platform (Rockerbox, Measured), closed-loop case-level tracking.

KPIs That Matter

Track these metrics monthly:

MetricWhat It Tells You
ImpressionsScale and reach
Completion rateAd quality (target 94%+)
Verified visit rateCreative + targeting effectiveness
Cost per verified visitMedia efficiency
Conversions attributedCampaign impact
Cost per leadMarketing efficiency
Lead quality scoreTargeting quality
Cost per caseBusiness ROI

Reporting Framework

Weekly dashboard:

  • Impression pacing
  • Verified visits (trending)
  • Conversion volume

Monthly analysis:

  • Cost per lead by audience segment
  • Creative performance comparison
  • Attribution model comparison
  • Branded search correlation

Quarterly review:

  • Incrementality assessment
  • Cost per case calculation
  • ROI analysis
  • Strategy optimization

Common Measurement Mistakes

MEASUREMENT PITFALLS TO AVOID
7-day windows too short, extend to 14-21 days
Last-click only CTV gets zero credit, use multi-touch
Ignoring search CTV shows first in search behavior
No baseline can't measure lift without pre-CTV data

ROAS improves 24% after 90 days with consistent CTV investment. But only if measurement enables the optimization that drives improvement. Bad tracking means you’re flying blind. Making budget decisions based on guesses.

References