What is CTV Attribution & How It Works (2025 Guide)

Running CTV ads but can’t prove what’s working?

While streaming TV offers precise targeting, tying ad views to conversions isn’t always straightforward.

CTV advertising is digital and programmatic, unlike traditional TV’s spray-and-pray model. But most viewers don’t convert right away, making attribution tricky.

This guide breaks down how CTV attribution works, which touchpoints it tracks, and how to use it to improve ROAS.

What Is CTV Attribution?

CTV attribution is the process of tracking and measuring actions viewers take after seeing a connected TV ad, such as visiting a website or making a purchase. It shows whether your CTV ads are driving real results. With accurate attribution and CTV ad tracking, advertisers can optimize spend, prove ROI, and improve future targeting.

Imagine this scenario: A viewer sees your CTV advertisement and decides to check out your website the next day. A week or so later, they’re retargeted with a personalized display ad, and click through to make a purchase.

After using the product, the  buyer decides to also check out your brick-and-mortar store, where they purchase additional items and sign up for your loyalty program. 

With the right attribution solutions, marketers are able to connect all of these actions back to the original CTV ad. Even better, this granular level of insight allows marketers to optimize spending accordingly by reallocating their budget based on what the data shows.

This is a huge deal for a few reasons.

• Quantifiable business outcomes: Demonstrate the ROAS of CTV advertising by linking ad spend to tangible outcomes.
• Campaign optimization: Understand which ads, channels, and targeting strategies are most effective, and refine campaigns accordingly.
• Future planning: Gather data-driven insights to inform future CTV strategies and budget allocation.

But not all TV attribution solutions are created equally. Many vendors only offer generic, one-size-fits-all solutions that fail to capture the nuanced buyer's journey of different brands.

For this reason, it’s best to find a CTV advertising partner like Strategus that offers robust tools across multiple touchpoints. This means going beyond first- and last-touch by also tracking things like post-view website visits, foot traffic, and other actions relevant to your campaign.

Why CTV Attribution Is Important for Advertisers (Top 6 Benefits)

CTV attribution connects the dots between ad exposure and real-world outcomes, giving advertisers the clarity they need to improve CTV advertising performance and prove impact. Here’s what makes it so important:

1. Prove ROI: Accurately measure how your CTV ads drive website visits, conversions, purchases, and offline actions.
2. Optimize Campaigns: Use real-time insights to adjust targeting, creative, and budgets while campaigns are still running.
3. Inform Strategy: Understand which audience segments and channels deliver the highest returns to guide future media planning.
4. Connect Online and Offline: Track both digital and in-store conversions to see the full impact of your CTV investment.
5. Maximize Media Spend: Eliminate waste by doubling down on the placements and messages that drive results.
6. Strengthen Multi-Channel Performance: Reveal how CTV ads lift search, social, and display performance to refine your full-funnel approach.

TV advertising attribution turns passive views into actionable data, and that data turns into smarter, more profitable campaigns.

How Does CTV Attribution Work?

Unlike traditional TV, which relies on vague signals like traffic spikes, CTV attribution is a form of CTV measurement that tracks each touchpoint from ad exposure to conversion.

It captures delayed actions and maps the full customer journey, giving marketers clear insights into what’s working, and where to optimize for better results.

Here's a breakdown of the key components that make CTV attribution possible:

Device Graph Technology: When a CTV ad is served, the viewer's IP address is used to create an "identity graph." This graph links various devices within a household (smartphones, laptops, tablets) to a single user, enabling cross-device tracking. So, even if someone sees your ad on their smart TV but later makes a purchase on their phone, you can still attribute that conversion to the initial CTV impression.

Pixels and SDKs: These tools capture valuable data on website visits, online purchases, and app downloads. By integrating this data with CTV ad impressions, marketers can see the direct impact of their campaigns on online actions.

Cross-Channel Measurement: Advanced attribution platforms can integrate data from various marketing channels, including search, social media, and display advertising. This provides a holistic view of the customer journey, revealing how CTV ads interact with other touchpoints to drive conversions.

Offline Data Capture: TV ads attribution isn't limited to online actions. Marketers can also track offline conversions, such as in-store visits or purchases. This is often done using location data from smartphones or by integrating point-of-sale (POS) data to link purchases back to CTV ad exposure.

Sophisticated Reporting Dashboards:  Real-time reporting dashboards and CTV analytics tools provide marketers with clear, accessible insights into campaign performance. These dashboards track key metrics like impressions, completion rates, click-through rates, conversions, and revenue, allowing for continuous monitoring and optimization.

Using these technologies, CTV attribution empowers marketers to move beyond broad assumptions and gain a precise understanding of how their campaigns are driving results. The result? More informed decision-making, less ad waste, and ultimately, more effective campaigns.

Types of CTV Attribution Models

CTV attribution isn’t one-size-fits-all. Some brands need to track a single conversion, others may need to follow nine touchpoints across apps, websites, and stores.

The right model reveals the full path to purchase. The wrong one leads to guesswork. Choose a flexible solution that fits your business, not a generic default.

Here are the most common types:

• First-Touch Attribution: Gives full credit to the first interaction a user has with your brand.
• Last-Touch Attribution: Attributes the conversion to the final touchpoint before the action.
• Linear Attribution: Distributes credit equally across all touchpoints in the journey.
• Time-Decay Attribution: Gives more weight to interactions that happen closer to the conversion.
• U-Shaped Attribution: Emphasizes the first and last interactions, giving less weight to the middle steps.

Each model offers a different lens on performance. The right one depends on your campaign objectives, sales cycle, and available data.

At Strategus, we offer the largest suite of customizable attribution solutions in the industry.

Here’s a look at the myriad tools that we offer all of which can be mixed and matched to create a tailored framework.

1. Awareness Building

Brand Lift: Gauge the true impact of your campaign on brand awareness, favorability, and overall perception. Understand how CTV is shifting the needle on key brand metrics.

After-Ad Influence: Tie your CTV ads to online research behavior by tracking URLs and keywords used in online searches immediately following ad exposure.
Post-View Website Visitation: See how effectively your CTV ads drive traffic to your website. Quantify the number of viewers that explored your online presence after seeing your brand on the big screen

2. Connecting Online and Offline Behavior

Foot Traffic: Use smartphone GPS data to connect the dots between ad views and in-store visits. Measure the real-world impact of your CTV campaigns on foot traffic.

Online Purchases: See the full path from ad impression to online checkout. Attribute sales directly to your CTV efforts, providing clear ROI insights.

Search and Social Impact: Uncover the hidden influence of CTV on other channels. Measure the lift and improvement CTV advertising has on your search and social campaigns, revealing its role in driving conversions across platforms.

Measuring Conversions

First-Party Data Matching: Integrate your proprietary customer data with our ad exposure files to gain a deeper understanding of how CTV ads are impacting your existing customer base. Measure new customer acquisition and even assign a dollar value to each new customer gained.

Retail Media & CPG Sales: Bridge the gap between online ads and offline purchases for consumer packaged goods. Leverage SKU-level purchase data to connect the dots between CTV exposure and in-store sales.

Revenue Tracking: Use advanced CTV conversion tracking to monitor revenue with precision. Implement our revenue pixel to capture the exact value tied to each purchase attributed to your CTV campaign.

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Get Full-Funnel Clarity with Strategus Attribution

Every business is different. That's why at Strategus, we go beyond surface-level data. We combine the industry's top attribution suite and 24/7 reporting dashboard with a personalized strategy. And that’s not all. We also work with agencies and brands to continuously optimize in-flight campaigns to drive better results.

So what are you waiting for? Gain unparalleled insight into the buyer’s journey and turn advertising dollars into business growth.

Contact us today to get a sneak peek of our reporting dashboard and discuss your attribution needs.

Frequently Asked Questions

What Is Attribution in Advertising?

Attribution is the process of tracking which marketing efforts drive conversions, such as purchases or sign-ups. In advertising, it helps brands understand which touchpoints influence the buyer's journey and how to allocate budget more effectively for better results.

How Does CTV Attribution Work?

CTV attribution uses tools like device graphs, tracking pixels, and GPS data to connect ad views to user actions across devices. It links CTV impressions to visits, purchases, and conversions—online or offline—allowing marketers to understand what's working and optimize in real time.

How Is CTV Measured?

CTV is measured using impression data, ad completion rates, engagement signals, and cross-device tracking. Attribution tools combine these metrics with user behavior—such as website visits or store foot traffic—to provide insights into campaign impact and return on ad spend (ROAS).

What Tracking Methods Are Used for CTV Advertising?

Common tracking methods include device graph technology, pixels, SDKs, location data, and CRM matching. These tools connect CTV views to actions across channels and devices, giving advertisers a full picture of performance from first exposure to final conversion.

How Do You Measure Revenue from CTV Ads?

Revenue is measured by attributing online and offline purchases to CTV impressions. This can include using a revenue pixel, integrating first-party data, or syncing with point-of-sale systems to track how much revenue was generated from each viewer exposed to the ad.

How Can I Track Both Online and Offline Actions from CTV Campaigns?

Use CTV attribution tools that support cross-channel measurement. These tools track website visits, app downloads, and eCommerce purchases while also capturing in-store visits using GPS data. This combined view helps you see the full impact of your campaign.

What Is the Best CTV Attribution Model for My Campaign?

The best model depends on your goals. First-touch shows which ad first drove interest. Last-touch shows the final influence. Linear spreads credit evenly, while time-decay favors recent actions. Choose based on your sales cycle, conversion path, and available data.

How Does CTV Impact Other Channels Like Search and Social?

CTV ads often increase branded search queries and social engagement. Viewers who see your ad on TV may later search your brand or interact on social media. Attribution tools track this indirect influence, showing how CTV boosts multi-channel performance.

Who Offers Full-Service CTV Planning, Buying, and Attribution?

Strategus offers end-to-end CTV campaign management, including strategy, buying, targeting, retargeting, and attribution. Their managed service combines cross-device data, revenue tracking, and real-time optimization to help brands measure performance and drive better results across every funnel stage.

How to Track Campaign Performance and Attribute Revenue from CTV?

Use a partner like Strategus that integrates real-time dashboards, first-party data, revenue pixels, and offline data sources. This setup tracks views, engagement, conversions, and revenue—helping you link ad spend to business growth with clarity and confidence.