The Next Generation of TV: Performance You Can Easily Measure

How Universal Ads Connects TV Ad Exposure to Real Outcomes

TV has long been a powerful awareness driver. For years, advertisers have leveraged its scale to build their brand but underestimated its ability to drive performance. Unlike social and search, it was difficult to directly connect TV’s impact to outcomes like conversions and ROAS. But limited visibility never meant TV wasn’t delivering results.

The truth is TV is a performance channel. Now, we can prove it.

Universal Ads was built to bring the same level of clarity and performance measurement advertisers expect from social to TV,so you can add TV to your performance mix with confidence. Our measurement capabilities connect every step of the customer journey: from the moment a viewer sees your ad to the moment they make a purchase on your site.

Here is how it works and what it means for your campaigns.

How We Connect the Dots: From Ad View to Conversion

Universal Ads’ first-party measurement is built around a straightforward but powerful principle: every touchpoint should be trackable, and every conversion should be attributable.

In practice:

Your ad appears on a premium network like NBC while a viewer is watching their favorite show.

We record the impression and identify the household ID so it can be matched later.

Later, that same viewer takes action—they search for your brand, visit your site, and make a purchase or complete another conversion event.

We connect the conversion back to the ad by matching the household ID from the ad view to the ID captured on your website.

You see results in real time in your Universal Ads’ account, ready to inform your next campaign.

No guesswork. No delays. No stitching together data from disconnected tools. Just a clear line from screen to cart.

Across industries, advertisers using our platform have been able to measure a 125% increase in branded search results year-over-year and a +354% lift in total orders. ^1,2

Measurement That Meets You Where You Are

Not every advertiser measures success the same way. Universal Ads supports multiple approaches, depending on your needs and level of sophistication. Regardless of which path you choose, Universal Ads is designed with accuracy and transparency at its core.

1. First-Party Measurement

We use clear, consistent attribution windows (7, 14, and 30 days) rather than stretched timelines designed to make numbers look better than they are. Our smart event deduplication logic prevents the same conversion from being credited multiple times, keeping performance reporting clean.

The Universal Ads Pixel is the foundation of performance measurement on our platform. Install it once, and it tracks up to 18 full-funnel actions across an owned website—from page views and sign-ups to purchases and revenue events.

From there, you can:

Build custom audiences from pixel events to retarget high-intent viewers or suppress converted customers

See real-time ROAS and cost-per-conversion reporting directly in Ads Manager

Track performance by hour, day, geography, and device through enhanced reporting exports

Connect UA data to your broader analytics stack via our reporting API, tag managers, and native Shopify integration

The result is TV performance reporting that lives inside a familiar, intuitive dashboard—no exports, no separate tools required.

2. Third-Party Measurement

For advertisers who want deeper insights, the Business Partners Program connects you with trusted third-party measurement partners to validate the incremental impact of your campaigns.

This includes:

Incrementality Testing — The gold standard for proving causal lift. Working with partners like Measured, WorkMagic, and Haus, this approach answers the question: "What would have happened if this campaign hadn't run?" It uses controlled testing and aggregated impressions to quantify the true incremental impact on orders, revenue, and ROAS.

Post-Purchase Survey — Ask customers directly what influenced their decision to buy. Partners like Fairing and KNO capture upper- and mid-funnel influence that attribution models often miss and help you understand cross-channel contribution beyond last-click.

Media Mix Modeling (MMM) — Ideal for brands running across multiple channels; MMM helps you understand what ROAS TV is truly driving in the context of your full marketing mix. Partners like Triple Whale, Prescient AI, and Northbeam can quantify long-term and cross-channel effects—including incremental lift that doesn't show up in real-time attribution.

The Bottom Line: Performance You Can Measure

TV has always had the reach and attention to drive action throughout the entire marketing funnel. In fact, ads seen on TV drive 2.2X higher recall than ads seen on social media, and 12.4X higher recall than search ads.¹ Not to mention, TV helps improve media performance of other channels: adding TV to a social campaign drives a +24% increase in purchase intent.¹

TV is a powerful performance engine, and now we have the ability to measure it. The proof is in the outcomes.

Ready to See What Your TV Campaigns Are Really Driving?

Universal Ads gives marketers the tools to measure TV the same way they measure every other performance channel—with real data, in real time, tied to real business outcomes.

Create an account or book a demo to get started.

_Sources:

_{Sources: UA Internal Campaign Data | Conversions are measured as unique page views to the advertiser’s website by households exposed to the campaign. A 30-day lookback window was applied between the time of exposure and conversion. Average Order Value is taken from Brand’s Google Analytics Data for the same timeframe. | CPG Brand’s Google Analytics Data. Pre-Campaign Period: 2024/12/11-2024/12/30. Campaign Period: 2024/12/31-2025/01/10. Post Campaign Window: 2025/01/11-2025/01/19.}

_{Action Roofing Data | Google Analytics Data. Campaign period: 2025/09 – 2025/12.}

_{Universal Ads,}_{Beyond the Scroll}_{, November 2025.}

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