Gaining insight into out how well your TV ads impact the business, for example website visits, new visitors and sales demands a systematic approach. Quality Analytics TV has been helping agencies and brands since 2013. Our onboarding timeline reflects the benefit of this experience, making the process simple yet effective. This onboarding timeline will walk you through the key steps and requirements for setting up TV attribution. We exist to help you gain the most out of your TV advertising campaigns.
TV Analytics Requirements
Before we get into the details of TV attribution, let’s cover the basic requirements you’ll need to meet. These are important for a smooth onboarding process and getting accurate results from your attribution system.
Media Requirements
To begin with, all TV advertisements that you intend to track through attribution must adhere to certain standards:
- Timestamp Data to the Minute: Each TV ad must have a precise timestamp to the minute. This level of granularity ensures that you can track exactly when an advertisement aired, facilitating precise attribution.
- Known Timezone: In addition to timestamps, it is important that all ads specify the timezone in which they were broadcast. This information is essential for accurate attribution, especially when measuring local broadcastcampaigns.
Google Analytics Data Requirements
Google Analytics Access: Granting view access to your client’s Google Analytics 4 account is easy. This step enables the seamless integration of TV attribution data into your analytics platform, allowing for comprehensive analysis and reporting.
We can also measure any web analytics system for example Adobe Analytics (Omniture) as well as call centers or custom internal company data.
The TV attribution onboarding process includes multiple structured steps for understanding and implementing this crucial marketing tool. Here’s a comprehensive look at the key stages:
Discovery Call
Your journey into TV attribution onboarding process begins with an introductory call with a dedicated member of our team. During this conversation, we aim to understand your unique business needs, address any questions you might have regarding TV attribution, and discuss the most suitable approach for getting started. To schedule this call click here.
Custom GA Review
After setting up the data access requirements, we’ll quickly review your Google Analytics account. This custom review will be tailored to your specific business needs, making sure your TV attribution reports are both accurate and efficient. We’ll fine-tune filters to perfectly match your requirements.
This step goes beyond just technical setup. We’ll also offer advice on how to manage your Google Analytics account effectively. Our goal is to help you get the most out of your TV attribution efforts.
Account Setup (QA Team)
Please allow up to 3 business days to set up your account.
First Set of Results / Credentials
Once data collection and analysis are underway, it’s time to deliver your first set of TV attribution results. This is an exciting milestone in your TV attribution journey, as it provides you with tangible insights into the impact of your TV advertising campaigns.
Here’s what you can expect in this phase:
- Results Presentation: Our team will compile and analyze the data collected from your TV campaigns and present the findings in a clear and comprehensible format. You’ll gain insights into which TV ads are driving the most traffic, conversions, and user engagement.
- Platform Credentials: Along with the results, we’ll provide you with platform credentials that grant you access to your TV attribution reporting dashboard. This dashboard will serve as your central hub for monitoring and analyzing TV attribution data.
Interpreting TV Attribution Results
Your TV attribution results provide a wealth of information about the performance of your TV ads. Interpreting these results is a crucial step in the process, as it allows you to uncover valuable insights and make informed decisions.
- Attribution Metrics: We can measure up to 5 metrics per TV/Radio ad. These include anything found in the dataset chosen at the start. The most common data source is Google Analytics 4 but can include any other web analytics system, call center data or internal company data. The typical events that are attributed back to each ad are Sessions, New Users, Purchases, Calls, Leads. These incremental metrics produce analytics such as Cost per Session, Cost per New User, Cost per Purchase, Cost per Call and Cost per Lead.
- Campaign Performance: Assess the performance of individual TV ad campaigns. Which campaigns are driving the highest ROI? Are there specific time slots or stations that consistently perform well?
- Content and Creative Optimization: Firstly, analyze which creative elements and messaging resonate most with your audience. Then, use this information to refine your ad content and creative assets for future campaigns.
- Geographic Impact: TV attribution can also reveal the geographic impact of your ads. Are certain regions responding more favorably to your TV campaigns? This insight can inform your targeting strategy.
- Budget Allocation: Use TV attribution results to inform budget allocation decisions. Allocate resources to campaigns and channels that generate the best results and adjust your strategy accordingly.
- Frequency Management: Utilize TV attribution to determine the optimal frequency at which to air your ads. Avoid overexposure, which can lead to diminishing returns, and find the sweet spot for frequency.
(Optional) Quarterly Check-Ins
To ensure that your TV attribution strategy remains aligned with your business goals and evolving advertising landscape, it’s essential to continue the dialogue with our team.
Here’s what you can expect from these meetings:
- Progress Review: The meetings provide an opportunity to review the progress of your TV attribution strategy. During our meeting, we’ll discuss recent campaign results, changes in advertising goals, and emerging trends in TV advertising.
- Strategy Adjustment: As your business evolves, so should your advertising strategy. The quarterly meetings are a forum for discussing potential adjustments to your TV attribution strategy. Whether it’s reallocating budget, exploring new creative approaches, or refining targeting, our team will provide guidance based on data-driven insights.
- Data Insights: We’ll provide you with in-depth insights from your TV attribution data. This helps you understand trends, user behavior, and the impact of your TV ads on various aspects of your business.
- Actionable Recommendations: Each quarterly meeting will conclude with actionable recommendations. These recommendations are designed to help you optimize your TV advertising strategy and maximize ROI.
Conclusion: The Power of TV Attribution
In short, TV attribution is a powerful tool. It lets you accurately measure and understand how your TV ads are doing. Once you follow the setup steps and customize your settings, you’re ready to make sense of the results. These insights then help you make smarter choices based on real data. This, in turn, improves your advertising strategy and helps your business grow.
By leveraging performance data and collaborating with our team, you can unlock the full potential of your TV ads and gain a competitive edge. TV attribution isn’t just a simple tool; it’s the essential key to achieving success in TV advertising.
Ready to learn more? Quality Analytics can help you unlock the full potential of your campaigns. We’re also here to support you every step of the way. When you’re ready, schedule a Demo with us to take your advertising strategy to the next level.
