CTV Incrementality

CTV Incrementality shows the conversions and revenue your TV advertising added, by comparing conversions from people exposed to your ads with conversions from a control group. Find it under Reporting → CTV Incrementality.

Date range

The date range picker at the top defaults to This Week (Monday through today). Times are Eastern.

Key numbers

• Incremental Conversions and Incremental Revenue — what your ads added beyond the control group.
• Incremental ROAS and Lift % — the return and the percentage increase on that added activity. Lift shows N/A when it can't be calculated for the period.
• Cost / Incr. Conversion — spend per incremental conversion.
• Exposed Conversions, Control Conversions, and Total Spend — the inputs behind the numbers above.

Conversion counts can include decimals.

Charts

• Daily Exposed vs. Control Conversions — two lines, with the gap between them shaded. The wider the gap, the more your ads are adding.
• Incrementality by Conversion Type — exposed, control, and incremental conversions side by side for each conversion type.

Tables

• Publisher Incrementality — spend, impressions, exposed and control conversions, incremental conversions, incremental revenue, iROAS, and lift for each publisher.
• Creative Incrementality — the same comparison for each video.

Both tables are sortable. iROAS is shown in green when it's above zero.

Related

• CTV Performance covers total delivery and results.
• Attribution shows which channels started and closed each conversion.