CTV and Call Tracking Integration

For law firms, phone calls often matter more than form fills. If your CTV attribution doesn’t track calls, you’re missing a major piece of performance data.

Why Call Tracking Matters for CTV

Law firm leads come through multiple channels:

Form submissions
Phone calls
Chat (sometimes)

For many PI firms, calls represent 50-70% of leads. CTV attribution without call tracking is incomplete attribution.

How CTV Call Tracking Works

Ad Exposure

CTV ad plays and household is tracked with IP-based identifier and timestamp.

Phone Call

Viewer calls your firm using the tracking number shown in ad or found on website.

Data Capture

Call tracking platform captures caller phone number, IP, timestamp, and call details.

Household Match

Platform matches caller information to exposed household database.

Attribution

Call is attributed to CTV with exposure-to-call timing recorded.

The Technical Reality

Matching calls to CTV exposure requires:

Call tracking platform (CallRail, Invoca, etc.)
CTV platform integration
Household-level matching
Attribution window configuration

Call Tracking Setup Options

Option A

Option B

Manual Matching (Fallback Option)

Export CTV exposure data and call data, match offline:

Export exposed households (hashed)
Export callers (hashed)
Match in data warehouse
Calculate attribution

Pros: Works with any platforms Cons: Manual effort, delayed insights

Call Tracking Platform Considerations

Key Features for CTV Attribution

Dynamic number insertion: Different numbers for different sources
Caller ID capture: For household matching
API access: For CTV platform integration
Call recording: For quality assessment
Integration ecosystem: Compatibility with CTV platforms

Popular Options for Law Firms

Platform	CTV Integration	Law Firm Features
CallRail	Strong (MNTN native)	Intake integration
Invoca	Strong	AI call analysis
Dial800	Moderate	TV attribution focus
CallTrackingMetrics	Moderate	Multi-location

Attribution Window for Calls

How long after CTV exposure should a call count?

Scenario	Recommended
Direct response campaign	7-14 days
Brand awareness	14-21 days
Ongoing PI advertising	14-30 days

Longer windows capture delayed response but may over-attribute. Start with 14 days and adjust based on data.

Matching Methodology

Household-Level Matching

Most common approach:

CTV tracks household (IP-based)
Call tracking captures caller phone/IP
Match at household level

Match rates of 90%+ are achievable with proper setup.

Phone Number Matching

When caller ID is available:

Match phone number to household database
More precise than IP matching
Requires phone data access

Probabilistic Matching

When deterministic fails:

Geographic proximity
Timing correlation
Modeled attribution

Less precise but captures otherwise-lost attribution.

What to Track

Call Metrics

Total calls from CTV-exposed households
Call volume by day/week
Call duration (quality indicator)
Answer rate

Attribution Metrics

CTV-attributed calls
CTV-attributed call rate
Time from exposure to call
Call source breakdown

Quality Metrics

Qualified call rate
Signed case rate from CTV calls
Case value from CTV calls

Reading the Data

Healthy CTV Call Attribution

Metric	Good Range
CTV-attributed calls	15-30% of total
Average time to call	3-14 days
CTV call quality rate	Similar to overall
CTV calls trending	Up with spend

Warning Signs

Zero CTV-attributed calls (tracking issue)
CTV calls much lower quality (targeting issue)
No correlation between spend and calls (measurement issue)

Common Setup Issues

− No integration. CTV platform and call tracking don't connect
− Wrong attribution window. Too short misses calls, too long over-attributes
− Missing caller data. Can't match without caller info enabled
− Duplicate attribution. Same call credited to CTV and search

Solutions: Use middleware or unified platform. Test multiple attribution windows. Ensure caller ID capture is enabled. Define attribution rules (usually last-touch for calls).

Connecting Calls to Cases

The full picture:

CTV exposure → Call → Intake → Case

Track conversion at each stage:

CTV-attributed calls: 50
Qualified after intake: 30 (60%)
Signed cases: 10 (33% of qualified)
CTV cost per case: $X

This connects CTV spend directly to revenue.

Implementation Checklist

☐ Select call tracking platform with CTV integration
☐ Install tracking numbers across all properties
☐ Configure CTV platform integration
☐ Set attribution window (start with 14 days)
☐ Test matching with sample data
☐ Validate attribution is working
☐ Build reporting dashboards
☐ Review weekly, optimize monthly

For complete measurement strategy, see the CTV attribution guide.

References

Nielsen. (2025). Connected TV: Transforming advertising trends. https://www.nielsen.com/insights/2025/connected-tv-transforming-advertising-trends/