Commonly Asked Questions About TV Attribution
What is TV Attribution?
TV Attribution is a way to measure the value of your television ads by analyzing user data and giving credit to your offline advertising efforts. It helps calculate the return on investment (ROI) for TV campaigns. Similar to online marketing, advertisers often analyze their “cost-per-visitor” to evaluate campaign performance. The goal is to reduce this cost while maintaining consistent user behavior on your website.
Do you measure offline sales?
The Quality Analytics TV Attribution system tracks data from Google Analytics, including app activity and features like “Enhanced Ecommerce” transactions. To provide a complete picture of campaign performance, we recommend that media buyers send us logs after every airing of their TV or radio ads. This includes both short and long ads, across TV, radio, and satellite broadcasts.
Can I combine logs from a partner TV advertising agency?
Absolutely! We encourage media buyers to send us logs from all ad airings to ensure accurate performance measurement. Logs can include short and long ads, broadcasts on TV, radio, and satellite.
What are the long tail or “drag” effects of media?
Our data shows that most of a broadcast’s impact occurs within seconds or minutes of airing. While there may be a slight residual “drag effect” (e.g., a 5% lift over seven days), this does not significantly affect our campaign optimization recommendations.
Do you use “windows of time” to assign media credit?
No, we do not use fixed “time windows” or base performance solely on spending. Instead, our approach is entirely data-driven, uncovering hidden growth opportunities while maintaining accuracy throughout the process.
How does your technology measure television campaigns?
Our system analyzes Google Analytics data by minute, geography, marketing channel, and device type. Using this data, we forecast “what should have happened” and identify statistical variations. These variations help us attribute key performance indicators (KPIs) to individual TV or radio ads.
Are there limitations on the types of media tracked for TV attribution?
Currently, we do not track Connected TV (CTV) or radio podcasts. These are considered digital marketing channels better suited for Google Analytics.
What metrics are available for analyzing broadcast performance?
By default, our software measures:
- Google Analytics sessions
- New users
- One customizable KPI, such as Google Analytics Ecommerce transactions or a sales funnel goal.
Does your system support local as well as national markets?
Yes, we offer both Local TV Attribution and Local Radio Attribution services. Our analysis focuses on ad performance within specific geographic areas.
How often would we receive performance reports?
Reporting is available on demand. Google Analytics data for TV attribution is updated daily at 5 AM PST (USA).
Do you offer training to help understand the data insights?
Yes, we provide free training on our TV attribution software and basic data analysis to help you interpret your campaign data.
Can you share examples of client success stories?
Absolutely! Case studies are available upon request, subject to availability.
Is there a specific cost for your service, or are rates campaign-based?
We offer flat-rate pricing for media spends up to $500,000. Our services include:
- TV Attribution Software
- Assistance with Excel log files
- Customized solutions for specific needs.
Are additional services like custom reporting included in the price?
For new and existing customers, we assist with basic Google Analytics tagging setup.
Is TV attribution data available in real time or at regular intervals?
Google Analytics data for TV attribution is updated daily at 5 AM PST (USA).
Do you offer customization for specific client needs?
Yes, we customize every setup during onboarding to address unique scenarios like tagging errors or special marketing channels.
What kind of customer support do you provide?
We offer standard customer service hours, Monday through Friday, 8 AM to 7 PM EST.
Are there additional fees (e.g., setup or maintenance fees)?
There is a one-time setup fee, determined by account size.
Are there limits on data storage or analysis?
No limits exist on data storage or analysis. However, processing larger datasets may take more time (e.g., processing a year of ads can take up to one day).
Do you provide API access for system integration?
Yes, we offer API access at no additional cost. We recommend waiting 3-6 months before use to become familiar with the system.
Can we analyze granular segments like demographics or interests?
No, our system focuses on attributing web activity to your ads, without using or estimating demographic data.
How do you ensure the accuracy and validity of collected data?
We provide visual proof of accuracy for every ad, ensuring transparency and confidence in our data.
Do you offer media planning or optimization services?
While we don’t provide media planning, we’re happy to review campaign performance with you during training.
What formats are available for reporting?
We provide granular reports per ad spot and grouped by station, creative, day, hour, week, month, and DMA (Designated Market Area).
How do external factors affect TV performance measurement?
We consider external factors, such as competing ads and digital marketing. By analyzing TV and radio ads at minute and geography levels, we ensure accurate results.
What expertise is required for implementation?
No specialized skills are necessary. Our platform is user-friendly and straightforward to use.
Can clients monitor their campaigns directly?
Yes, clients can access their accounts to monitor campaigns in detail without relying solely on our reports.
How quickly can we get started?
Onboarding can happen the same day if we have read-only Google Analytics access and post logs in Excel or CSV format.
What is the minimum spend required?
There’s no minimum requirement. Many clients start with small campaigns and increase spending as they see results.
Can we track new media channels in the future at no extra cost?
Yes, adding additional channels like radio to a TV campaign won’t cost extra.
Is there a limit on the number of users accessing the platform?
No, we do not charge based on the number of users.
Do you offer discounts?
Yes, discounts are available for yearly prepayments and high-volume campaigns.
What is your experience with TV attribution?
We have over 17 years of experience in multi-channel marketing measurement, including 14 years specializing in TV and radio attribution.
