CTV Attribution and Measurement for Law Firms

“How do you know if CTV is working?”

This is the question every law firm asks, and the right question to ask. Unlike search advertising where you can track click to conversion, CTV requires different measurement approaches.

This guide covers how CTV attribution works, what you can measure, and how to prove ROI.

The Measurement Challenge

Why CTV Is Different

What happens between exposure and conversion isn’t a click. It’s memory, recognition, and action that happens later, often on a different device. Understanding second-screen behavior, how viewers grab their phones while watching, is key to tracking this journey.

The Attribution Gap

Traditional digital attribution relies on cookies and clicks. CTV has neither:

• No clicking on a TV ad
• No cookies on a streaming device
• Different device than where conversion happens

Solving this requires different methods.

How CTV Attribution Works

Household Matching

The foundation of CTV attribution is matching TV exposure to website/conversion activity.

Matching Methods

IP-based matching: Same IP address = same household. High accuracy for same-session behavior, decreases over time (dynamic IPs).

Device graph matching: Data companies build maps of devices in households. CTV device linked to mobile and desktop devices. Enables cross-device attribution.

Deterministic matching: Logged-in user on streaming app matches to logged-in user elsewhere. Highest accuracy but limited volume.

Attribution Windows

How long after exposure can a conversion be attributed?

Window	Use Case	Trade-off
7 days	Conservative	May miss legitimate conversions
14 days	Balanced	Standard for most campaigns
21 days	Extended	Appropriate for PI
30 days	Long	Risk of coincidental attribution

For personal injury, 14-21 days is appropriate. The consideration cycle isn’t instant.

What You Can Measure

Delivery Metrics

Impressions: Number of times your ad served

Reach: Unique households exposed

Frequency: Average exposures per household

Completion rate: Percentage who watched the full ad (typically 95%+ on CTV)

Response Metrics

Verified visits: Households exposed to your ad that subsequently visited your website.

Verified visit rate (VVR): Verified visits ÷ impressions × 100

Benchmark: 0.4-1.0% for well-targeted campaigns

Conversions: Form submissions, phone calls, chat initiations from verified visitors.

Efficiency Metrics

Cost per verified visit: Media spend ÷ verified visits Benchmark: $30-75

Cost per lead (CPL): Total spend ÷ leads generated Benchmark: $200-500 for PI

Cost per case (CPA): Total spend ÷ signed cases Benchmark: $1,500-4,000 for PI

Verified Visits Explained

For a deep dive into this metric, see CTV verified visits explained.

What Counts as a Verified Visit

A verified visit is recorded when:

1. Household was exposed to your ad
2. Someone from that household visited your website
3. Visit occurred within attribution window
4. Platform successfully matched the exposure to the visit

What Verified Visits Tell You

High VVR (0.8%+):

• Targeting is reaching interested households
• Creative is resonating
• Campaign is working

Medium VVR (0.4-0.7%):

• Reasonable performance
• Room for optimization

Low VVR (under 0.3%):

• Targeting may be too broad
• Creative may not be resonating
• Technical issues possible

Verified Visit Limitations

What’s not captured:

• Phone calls without website visit
• Store visits
• Actions after attribution window
• Users with VPNs or privacy tools

Verified visits are a floor, not a ceiling. Actual impact is likely higher.

Call Attribution

Proper CTV and call tracking integration is critical for law firms where phone calls drive most conversions.

Why Calls Matter for Law Firms

For PI firms, phone calls are often the primary conversion. If you’re only measuring website conversions, you’re missing the picture.

Call Tracking Integration

How it works:

1. Call tracking platform (CallRail, Invoca) provides unique numbers
2. CTV platform integrates with call tracking
3. When call occurs, systems attempt to match caller to exposed household
4. Matched calls are attributed to CTV

Methods:

• IP matching (caller’s device to CTV exposure)
• Phone number matching (if number shown in ad)
• Manual attribution (ask “how did you hear about us?”)

Implementation

Dynamic number insertion: Different numbers shown in different contexts, enabling source tracking.

CTV-specific numbers: Dedicated number for CTV creative, all calls attributed to CTV.

Integrated tracking: CallRail/Invoca integrated with CTV platform for automated matching.

Multi-Touch Attribution

Understanding multi-touch attribution for CTV campaigns is essential for accurately crediting your marketing channels.

The Multi-Touch Reality

Real conversion paths involve multiple touchpoints:

1. CTV ad exposure (day 1)
2. Google search for firm name (day 5)
3. Website visit (day 5)
4. Retargeting ad (day 7)
5. Direct website visit (day 10)
6. Phone call (day 10)

Which channel gets credit?

Attribution Models

Last-touch: 100% credit to final touchpoint (phone call). Problem: CTV gets zero credit, looks ineffective.

First-touch: 100% credit to first touchpoint (CTV). Problem: Ignores conversion contribution.

Position-based (recommended): 40% to first touch, 40% to last touch, 20% to middle. CTV gets appropriate credit for initiating the journey.

Data-driven: Algorithm determines credit based on patterns. Requires significant data volume.

For Law Firms

Position-based (40/20/40) is typically best:

• Credits CTV for awareness creation
• Credits search/conversion for capturing demand
• Acknowledges middle touchpoints

Incrementality Testing

What It Measures

Attribution tells you what happened. Incrementality tells you what would have happened without CTV.

Question: Did CTV cause conversions, or would they have happened anyway?

Test Design

Holdout method:

• Test group: Exposed to CTV ads
• Control group: Not exposed
• Compare: Conversion rates between groups

Incremental lift = Test rate - Control rate

When to Use

Good candidates:

• Significant CTV investment ($50K+/month)
• Need to prove value to stakeholders
• Considering major budget changes

Not necessary:

• Smaller campaigns
• Clear performance metrics already
• Testing cost exceeds value of certainty

Interpreting Results

Lift	Interpretation
0-10%	Minimal incremental effect
10-25%	Moderate effect
25-50%	Strong effect
50%+	Very strong effect

Reporting Framework

What to Track Weekly

• Impressions delivered
• Pacing vs. plan
• Verified visits
• Conversions
• Spend vs. budget

What to Track Monthly

• Reach and frequency
• VVR trend
• CPL and CPA
• Attribution analysis
• Creative performance

What to Report to Stakeholders

Keep it simple:

• Spend: $X
• Leads generated: Y
• Cost per lead: $Z
• Cases signed: N
• Cost per case: $M

Add context:

• Trend vs. previous period
• Comparison to other channels
• Qualitative observations

Avoid

• Drowning in metrics
• Reporting impressions as success (vanity metric)
• Claiming certainty where there’s estimation
• Comparing incomparable channels (apples to oranges)

Technical Implementation

Required Setup

Website pixel: CTV platform pixel on your website to capture visits.

Conversion tracking: Form submissions, call tracking integrated.

GA4 connection: CTV platform → GA4 for unified view.

CRM integration: Leads attributed to source, tracked through to case.

Platform Integration

Integration	Purpose
CTV platform ↔ Website	Verified visits
CTV platform ↔ CallRail	Call attribution
CTV platform ↔ GA4	Unified analytics
GA4 ↔ CRM	Lead to case tracking

Common Technical Issues

Pixel not firing: No verified visits recorded. Check implementation.

Call tracking disconnected: Calls not attributed. Check integration.

Attribution window mismatch: Platform and analysis using different windows. Standardize.

Duplicate counting: Same conversion counted multiple times. Deduplicate.

ROI Calculation

For detailed methodology, see calculating CTV ROI for personal injury firms.

The Formula

CTV ROI = (Revenue from CTV-attributed cases - CTV costs) / CTV costs × 100

Working Example

Input	Value
Monthly CTV spend	$35,000
Management/production (amortized)	$5,000
Total monthly cost	$40,000
CTV-attributed leads	65
Lead to case rate	25%
Cases	16
Average case value	$12,000
Revenue	$192,000

ROI: ($192,000 - $40,000) / $40,000 = 380%

ROAS: $192,000 / $40,000 = 4.8x

ROI Timeline

CTV ROI isn’t immediate:

Month 1: Building awareness, few conversions Month 2-3: Conversions building, ROI improving Month 4+: Mature performance, stable ROI

And cases take months to resolve. True ROI is realized over 1-2+ years.

The Taqtics Approach

We build measurement into every campaign:

Attribution setup: Pixel, call tracking, integrations configured properly from day one.

Multi-touch modeling: Position-based attribution so CTV gets appropriate credit.

Transparent reporting: You see all the data: impressions, visits, conversions, costs.

Honest assessment: We’ll tell you what we can measure precisely and what involves estimation.

Continuous improvement: Use data to optimize, not just report.

Next Steps

References

1. IAB. “2025 Digital Video Ad Spend & Strategy Report.” 2025. https://www.iab.com/insights/video-ad-spend-report-2025/

2. IAB. “2024 Digital Video Ad Spend & Strategy Report (Full Report PDF).” July 2024. https://www.iab.com/wp-content/uploads/2024/07/2024_IAB_Video_Ad_Spend_Report_July_2024.pdf

3. MNTN. “What Today’s Insights Tell Us About 2024’s Connected TV Trends.” May 2024. https://mountain.com/blog/2024-connected-tv-trends/

4. Nielsen. “The Gauge: Traditional TV Gets a Boost in January 2025.” January 2025. https://www.nielsen.com/news-center/2025/the-gauge-traditional-tv-gets-a-boost-from-football-and-news-in-january-2025/

5. eMarketer. “Connected TV Continues to Redefine TV Advertising.” June 2025. https://www.emarketer.com/content/connected-tv-continues-redefine-tv-advertising