Connected TV (CTV) and Over-the-Top (OTT) advertising offer businesses a powerful way to reach their audience in the streaming era. But placing an ad on a popular streaming platform isn’t enough—if you can’t track how well your ad performs, how do you know if your investment is paying off?
Many advertisers assume that because their ad played, it automatically reached the right audience and made an impact. But without proper tracking, there’s no way to tell if your ad was seen by the right people, if it led to engagement, or if it contributed to sales. So how can you ensure your marketing dollars are being spent wisely?
DW Creative is a Kansas City-based marketing agency that drives growth for clients by creating meaningful connections between their clients’ brands and the homeowners they serve.
By reading this article, you’ll learn why ad tracking matters, how different OTT platforms measure performance, and how to choose the best platform for your advertising goals. You can also view a video summary of this article below.
Why Does Ad Tracking Matter?
Most business owners don’t have unlimited marketing budgets. Every dollar spent on advertising needs to contribute to growth, whether by increasing brand awareness, driving engagement, or generating sales. Without proper tracking, businesses risk wasting money on ads that aren’t effective.
Tracking ads isn’t just about knowing what happened—it’s about understanding if an ad was placed correctly, if the messaging resonated, and if it reached the intended audience. The right tracking helps businesses answer key questions:
- Did the ad reach the right people?
- Did viewers engage with it?
- Did it contribute to sales or brand recognition?
What Makes an Ad Successful?
Every ad serves a different purpose depending on its role in the sales funnel. Some ads introduce a brand or solution to potential customers (top-of-the-funnel awareness), while others target buyers who are ready to make a purchase (bottom-of-the-funnel conversions).
When tracking OTT ads, success can look different based on the ad’s purpose:
- For awareness-focused ads (high in the funnel), metrics like ad completion rates, reach, and viewability matter most.
Did people watch the ad all the way through? Was it viewed by a human or a bot? How many people did it reach? - For conversion-focused ads (low in the funnel), tracking must go further, measuring whether viewers took action after seeing the ad.
This requires cross-device tracking to connect ad exposure to a final purchase, which not all OTT platforms support.
How OTT Platforms Measure Ad Performance
Most OTT apps track basic metrics such as where an ad was served (TV, mobile, tablet, etc.) and how many impressions it received. However, they vary widely in their ability to track conversions across devices.
- Hulu
- Strengths: Tracks at the household level, offers ad placement control, and provides non-skippable ad options.
- Weaknesses: No cross-device tracking, so advertisers can’t directly link ad exposure to purchases.
- YouTube TV
- Strengths: Tracks across devices, linking YouTube ads to Google search and shopping behavior.
- Weaknesses: Data may be limited if purchases happen outside Google’s ecosystem.
- Amazon TV
- Strengths: Directly connects ad exposure to Amazon shopper data, showing if an ad led to an Amazon purchase.
- Weaknesses: Cannot track purchases made outside Amazon.
- Pluto TV
- Strengths: Offers a cost-effective way to reach a large audience, making it useful for brand awareness.
- Weaknesses: Lacks conversion tracking beyond impressions.
- Disney+ and Netflix
- Strengths: Offer premium inventory with brand-safe content.
- Weaknesses: Still developing their ad measurement capabilities, with limited tracking insights.
Choosing the Right Platform for Your Ads
The best OTT platform for your ads depends on your campaign goals.
If tracking conversions is a priority, platforms like Amazon TV or YouTube TV may be a better fit due to their cross-device tracking capabilities.
If the goal is brand awareness, platforms that measure viewership and completion rates, such as Hulu or Netflix, may be sufficient.
Before placing ads, consider:
- What do you want to achieve?
Awareness, engagement, or sales? - Does the platform’s tracking match your needs?
Some platforms provide detailed reporting, while others only track impressions. - Do you need third-party verification?
Independent tracking tools can ensure accuracy.
How to Check an OTT App’s Ad Tracking Features
Understanding how an OTT app tracks ads is essential before committing to a campaign. Here’s how to find out:
- Review the platform’s ad reporting dashboard – Most platforms offer insights into their tracking capabilities.
- Ask your ad-buying partner or marketing agency – They can explain the strengths and weaknesses of different OTT apps.
- Look at key tracking metrics – For brand awareness, focus on completion rates and household reach. For conversions, look for cross-device tracking and QR code integrations.
- Consider third-party tracking – Many OTT platforms allow independent verification through tracking pixels, providing more accurate data.
How a Marketing Agency Can Help You Place OTT Ads
Navigating the complexities of OTT ad tracking can be challenging. In these cases, it may be helpful to hire a marketing expert or marketing agency to help you navigate the world of OTT tracking.
A marketing agency can:
- Help identify the best platforms for your goals.
- Develop a strategy based on your marketing objectives.
- Track ad performance and optimize campaigns.
- Implement third-party verification to ensure accurate reporting.
- Set up custom reporting dashboards to simplify data analysis.
Next Steps for Ad Tracking on OTT Platforms
OTT and CTV advertising offer powerful opportunities to reach targeted audiences, but without the right tracking, your marketing dollars may not be as effective as they could be. If you can’t measure an ad’s effectiveness, you risk wasting your budget on placements that don’t drive engagement, brand awareness, or conversions.
The OTT and CTV landscape is constantly evolving. Not all platforms offer the same tracking capabilities, so it’s important to ask the right questions before launching a campaign. By understanding tracking metrics and aligning them with your advertising goals, you can make the most of your marketing dollars and improve the impact of your OTT ads.
Before launching your next OTT campaign, ask yourself:
- What is my primary goal—brand awareness, engagement, or sales?
- Which platforms offer the tracking capabilities I need?
- Do I need third-party verification to ensure accurate reporting?
- How will I measure success, and what key metrics will reflect success?
If tracking feels overwhelming, working with a marketing agency can help. A knowledgeable partner can guide you in selecting the right platforms, setting up tracking tools, and optimizing campaigns for maximum impact.
DW Creative is a Kansas City-based marketing agency that helps businesses connect with homeowners through strategic marketing and advertising solutions. If you need help navigating OTT ad tracking or maximizing your marketing budget, schedule a fit call with our team to see how DW Creative can support your goals.
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