CTV Verified Visits Explained
CTV verified visits measure actual household-to-website matching. Exposed households are 40% more likely to visit. Good rate: 0.25-0.40%.
Verified visits are the foundational metric for CTV attribution. They answer the question: “Did people who saw my ad actually visit my website?”
What Is a Verified Visit?
A verified visit occurs when:
- A household is exposed to your CTV ad
- Someone from that household visits your website
- The platform matches the household ID across both events
This isn’t correlation. It’s deterministic matching. The same household that saw your ad is confirmed to have visited your site.
How Verification Works
Ad Exposure Tracking
CTV platform records: household identifier (IP-based or device graph), timestamp, creative version, placement details.
Website Tracking
Your website pixel tracks: IP address, device information, page visited, timestamp.
Matching
Platform matches website visitors against exposed households. Same household ID + within attribution window = verified visit.
Verified Visit vs. Other Metrics
| Metric | What It Measures | Reliability |
|---|---|---|
| Impressions | Ads served | High (but just delivery) |
| Completion rate | Ads watched fully | High |
| Verified visit | Website visits from exposed HH | High |
| Conversion | Actions taken | Depends on tracking |
| Attribution | Credit assignment | Model-dependent |
Verified visits bridge the gap between “ad played” and “lead generated.” Without them, you’re back to the broadcast era of hoping and guessing.
Why Verified Visits Matter for Law Firms
Proves CTV Drives Traffic
Without verified visits, CTV performance is a guess. With them, you know:
- X households saw ads
- Y households visited website
- Visit rate = Y/X
Enables Optimization
Verified visit data reveals:
- Which creative drives more visits
- Which audiences respond better
- Which dayparts perform
- Geographic performance differences
Justifies Investment
Partners and stakeholders want proof. “We got 500 verified visits from CTV this month” is concrete. “We think TV is working” isn’t.
Verified Visit Benchmarks
What’s a good verified visit rate?
| Performance | Visit Rate |
|---|---|
| Below average | Under 0.15% |
| Average | 0.15-0.25% |
| Good | 0.25-0.40% |
| Excellent | 0.40%+ |
CTV-exposed households are 40% more likely to visit advertiser websites than unexposed households.
Attribution Windows
How long after ad exposure does a visit count?
| Window | Use Case |
|---|---|
| 7 days | Conservative, direct response |
| 14 days | Standard for most campaigns |
| 21 days | Consideration purchases |
| 30 days | High-consideration services |
For PI law firms, 14-21 days is typical. People don’t need lawyers immediately, but when they do, they remember.
Limitations of Verified Visits
Not All Visits Convert
A visit isn’t a lead. Track conversion rate separately:
- Verified visits: 500
- Form fills: 25
- Conversion rate: 5%
Doesn’t Capture All Response
People respond in multiple ways:
- Direct calls (not website)
- Branded searches (then visit)
- Walk-ins (rare but possible)
Verified visits are one metric, not the only metric.
Household vs. Individual
CTV targets households, not individuals. The person who visited may not be the person who saw the ad. For household services like legal, this often doesn’t matter.
Connecting Verified Visits to Conversions
The full attribution chain:
CTV impression → Verified visit → Conversion → Lead → Case
Track each step:
- Verified visit rate (CTV → website)
- Conversion rate (website → form/call)
- Lead quality (form/call → qualified lead)
- Case rate (qualified lead → signed case)
CTV accounted for 38% of impressions but 63% of conversions, showing that CTV visitors convert at higher rates.
Platform Differences
Not all platforms measure verified visits equally:
Strong verification:
- MNTN (Performance TV focus)
- Tatari (Measurement emphasis)
- Direct publisher integrations
Varies:
- DSP-based buying
- Self-serve platforms
- Aggregated reporting
Ask your platform: “How do you verify visits? What’s your match rate methodology?”
Setting Up Verified Visit Tracking
Requirements:
- Website pixel: Platform-specific tracking code on your site
- Proper placement: On all relevant pages (not just homepage)
- Attribution window: Configured appropriately
- Exclusions: Filter bot traffic, internal visits
Work with your CTV partner to ensure proper implementation before launch.
Using Verified Visit Data
Weekly Review
- Total verified visits
- Visit rate trend
- Comparison to benchmarks
- Creative performance differences
Monthly Analysis
- Visit rate by audience segment
- Geographic performance
- Daypart analysis
- Conversion rate from visits
Optimization Actions
- Shift budget to higher-performing segments
- Refresh underperforming creative
- Adjust frequency caps
- Refine targeting
For complete measurement framework, see the CTV attribution guide.
References
- Nielsen. (2025). Connected TV: Transforming advertising trends. https://www.nielsen.com/insights/2025/connected-tv-transforming-advertising-trends/
- JamLoop. (2025). CTV attribution modeling and ROI measurement. https://jamloop.com/ctv-attribution-modeling-roi-measurement/
- Decentriq. (2025). CTV advertising: The complete guide. https://www.decentriq.com/article/ctv-advertising