CTV attribution asks whether an action happened after an ad was delivered to an eligible household or device. It can help connect television delivery with later website or business activity, but a match does not prove that the ad caused the action.
For a small business, attribution is most useful when its definitions and gaps are visible.
Key takeaways
- An impression is an exposure record, not proof of individual attention.
- A lookback window determines which later actions can be counted.
- Identity and consent limitations affect match rates.
- Incrementality needs a credible comparison, not only a matched-event report.
How a match is made
A measurement provider may use permitted device or household signals to associate eligible TV exposure with a later website or app event. The exact method, data coverage, and privacy controls vary. Ask whether actions are matched to individuals, households, or modeled groups.
The window changes the answer
A short window can miss slow decisions such as a home renovation. A long one may include actions that would have happened without the ad. Write down the chosen window, conversion definition, and deduplication rules before reading the result.
Attribution versus incrementality
Attribution associates an action with a preceding exposure. Incrementality asks what changed because the ad ran. A randomized holdout, a carefully matched geography, or another designed comparison can help estimate lift; simple before-and-after reports alone cannot rule out seasonal demand.
Questions for your provider
- Which identifiers and consent rules are used?
- Is reach household-level or person-level?
- What percentage of actions can be matched?
- How are multiple publishers and devices deduplicated?
- What window and exclusion rules apply?
- Can I see delivery and business results separately?
Keep exploring
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Start with your websiteFrequently asked questions
Does CTV attribution prove a sale came from TV?
No. A matched action is associated with an exposure; proving causation requires stronger comparative evidence.
What is a CTV attribution window?
It is the period after an exposure during which an eligible action may be counted as attributed under a provider’s rules.
Sources and further reading
This educational article provides general information, not legal, financial, or performance advice. Advertising availability, pricing, delivery, and measurement vary.