Connected TV (CTV) reporting now lives directly inside your campaign dashboard, meaning that the household-level reach and site visit data are available in the same place as the rest of your campaign reporting.
While most think of CTV as a top-of-the-funnel channel, its unique combination of audio-on, full-screen video, makes it exceptional at driving brand awareness, consideration, and directly influencing later-stage conversions. However, because viewers can't click a TV ad, last-click attribution has historically undervalued CTV's contribution. These new metrics let you:
- Quantify the TV screen household reach and downstream web impact of your CTV spend without leaving the dashboard.
- Ground performance conversations in outcomes that reflect how CTV actually works, building reach at the top of the funnel and influencing high-intent site visits lower down.
- Make optimization decisions with metrics available at the campaign and ad levels tied to performance.
How it works
Household-level matching is powered by the Experian Identity Graph, which securely maps CTV ad exposures at the household level to subsequent web activity from devices and users identified as belonging to that same household. This is what makes it possible to attribute a website visit to a TV impression even though the TV itself isn't clickable and the site action(s) may occur after TV ad exposure on separate platforms.
Metric glossary
The following metrics are available in the KPI Customizer for any campaign that includes CTV delivery.
| Metric | Definition |
|---|---|
| Households Reached | The number of unique households served at least one CTV ad impression during the reporting period. |
| Unique Household Visitors | The number of unique households that were previously exposed to your CTV ad and then performed the targeted on-site action. |
| Household Visitor Rate | The percentage of CTV-exposed households that subsequently visited your site. Calculated as Unique Household Visitors ÷ Households Reached. |
| Cost per Household Reached (CPHR) | Total campaign spend divided by unique Households Reached. |
| Cost per Household Visit | Total Campaign spent, on average, to reach each unique household. "Spend / Households Reached" |
Understanding Your Cost Metrics
How Efficiency Metrics are Calculated
To keep reporting straightforward, cost-per-outcome metrics (like Cost per Household Visit) are calculated using this baseline formula:
{Cost per Outcome} = {{Total Campaign Spend}/{Verified Matched Actions (Visits/Delivery)}}- The Numerator (Total Campaign Spend): This represents the full amount invested in the campaign across all delivery.
- The Denominator (Verified Matched Actions): This focuses strictly on the highly verified, measurable subset of your total activity where cookies have been enabled, and cross-device matching is possible with the Experian Graph (e.g., Safari and Firefox may not be represented).
Why this matters for your ROI: Because the formula pairs your entire spend with a strictly verified subset of activity, the resulting figures represent a conservative ceiling. Your true cross-channel efficiency is likely even higher than the baseline metrics displayed on the dashboard.
Where to find these metrics
Household reach and visit data appear at multiple levels of granularity:
- All Campaigns view - unduplicated totals across all of your CTV campaigns.
- Campaign Details - metrics scoped to an individual campaign.
- Ad level - performance per creative within a campaign.
Adding the columns to your view
- Log in to your AdRoll account and open Campaign > CTV.
- Select an active CTV campaign, or stay on the All Campaigns view for cross-campaign totals.
- Click the KPI Customizer panel on the right side of the reporting table.
- Check the boxes for Households Reached, Unique Household Visitors, and any derived metrics you'd like to surface. Your selection is saved to your view.
Attribution rules & Measurement scope
Attribution windows
CTV reporting uses standard attribution windows. Custom lookback windows are not configurable in this phase.
| Attribution type | Retargeting | Prospecting |
|---|---|---|
| View-through | 7 days | 30 days |
| Click-through | 30 days | 30 days |
Attribution
Click-through windows apply strictly to digital Web environments; CTV campaign impact is driven entirely by the View-Through metrics outlined above.
Measurement scope
- Optimized Cost Metrics: Because matched delivery and measurable visits focus on a highly verified subset of total campaign activity, derived cost figures represent a conservative ceiling. Your true cross-channel efficiency is likely even stronger than the baseline metrics displayed on the dashboard. To learn more, refer to this section.
- Reporting Cadence & Optimization: To ensure the highest accuracy in cross-channel household matching, reporting metrics refresh daily with a standard 24-to-48-hour metrics refresh window.
- In-Flight Monitoring: Data within the optimization window is fully visible and highly valuable for real-time campaign tracking, while finalized data stabilizes shortly after for your permanent reporting.
Frequently asked questions
Why is my household reach lower than my impression count?
Impressions count every ad served, including repeat impressions to the same household. Household Reach counts each household once, regardless of how many times you reached them. The gap between the two reflects frequency.
Why did my numbers change for a week that already closed?
The Experian Identity Graph refreshes weekly. When it does, previously unmatched activity may become matched (or vice versa), which can shift historical numbers slightly. This typically affects the most recent weeks more than older periods.
Can I see which household visited my site?
No — reporting is aggregated at the household level only. The Experian Identity Graph is used to match exposure to activity in aggregate; no individual household or user identifiers are exposed in reporting.
Why are visits lower than what my web analytics shows?
Two reasons: visits from cookieless browsers (such as Safari with ITP) are not measurable, and only visits from households that were exposed to your CTV ad are counted. Your overall site traffic will always be larger than CTV-attributed traffic.
Can I break down or filter Household Reach and Household Visits by CTV App, audience segment, daypart, or geography?
Currently, Household Reach and Household Visits are aggregated at the campaign and ad levels to provide the most accurate, deduplicated view of your total cross-channel impact.
Granular breakdowns by specific CTV Apps, audience segments, dayparts (time of day), or precise geographic filters are not available at the moment. Grouping these metrics at the campaign level ensures data integrity and robust household matching across your Web and CTV environments. Expanded reporting dimensions and granular filtering options are actively being planned for future platform iterations.