# CTV measurement and experiment brief

By Revenue Arc Marketing | Version 1.0 | September 7, 2026

Guide: https://revenuearc.com/en/resources/ctv-measurement-brief

Use, edit, and share this original planning template for your own business or
client work. It is a briefing tool, not an experiment power calculator. Confirm
feasibility and analysis with the person responsible for measurement.

## 1. Business decision

- Brand / campaign:
- Business owner:
- Measurement owner:
- Brief agreed on:
- Budget decision this study must inform:
- Primary business outcome:
- Outcome source and definition:
- Conversion lag / reporting delay:
- Treatment of returns, cancellations, and repeat purchases:
- Smallest effect that would change the decision:
- Reason that effect matters commercially:

## 2. Campaign scope

- CTV inventory / platforms:
- Markets:
- Audience definition:
- Creative and message:
- Dates:
- Approved spend, currency, and cost basis:
- Other media in market:
- Promotions, price changes, supply limits, or distribution changes:
- DOOH or other preceding exposure, if applicable:

## 3. Keep evidence types separate

| Evidence | Metric and exact definition | Source | Known limits | Reporting owner |
| --- | --- | --- | --- | --- |
| Delivery | | | | |
| Attributed outcomes | | | | |
| Incremental impact | | | | |

Delivery metrics describe what was served. Attribution links an outcome to an
exposure under a rule. A credible causal design estimates additional outcomes
against a comparison condition. Do not rename attributed outcomes as incremental.

## 4. Attribution rules

- Identity method: device / household / other
- Deterministic or modeled components, as documented by provider:
- Lookback window:
- Click-based vs view-based reporting:
- Deduplication within and across platforms:
- Unmatched share and treatment:
- First-party outcome reconciliation:
- How DOOH eligibility is linked to CTV, if used:
- What an audience match does and does not establish:
- Provider documentation and owner:

## 5. Experiment design

- Exact causal question:
- Unit of assignment: eligible user / household / geography / other
- Assignment method:
- Treatment condition:
- Control condition:
- Why the comparison is credible:
- Primary outcome and analysis method:
- Baseline / pre-period dates:
- Test dates:
- Outcome observation window after delivery ends:
- Historical volume and variability:
- Minimum detectable effect and calculation owner:
- Feasibility / power review and result:
- Platform eligibility confirmed by:
- Exclusion rules established before launch:
- Planned treatment of incomplete data:
- When analysis will occur:

For a DOOH + CTV campaign, state whether you are testing the combined package or
the added effect of CTV after comparable DOOH. Those are different questions.

## 6. Threats to interpretation

- Exposure crossing into control areas:
- Other media or promotions changing differently across groups:
- Geographic differences and baseline balance:
- Inventory shortages or uneven delivery:
- Identity matching limits:
- Low outcome volume:
- Outcome definitions or collection changing during the study:
- Mitigations and unresolved limits:

If a credible causal test is infeasible, describe the work as observational and
state which next test or data improvement it informs.

## 7. Readout and decisions

Use ctv-measurement-report.csv to keep evidence types and definitions visible.
It is an empty reporting structure; it does not calculate lift or significance.

- Planned estimate and uncertainty reporting:
- Incremental ROAS numerator: revenue / profit / other
- Incremental ROAS denominator and currency:
- Attributed outcomes shown separately from experimental outcomes:
- Deviations from the original brief:
- Scale if:
- Revise if:
- Stop if:
- If the result is inconclusive:
- Decision date:
- Decision owner:
- Next measurement improvement:

An inconclusive study does not establish zero effect or establish success.

## Source context

Google Ads' geographic Conversion Lift documentation describes the controlled
comparison, eligibility, feasibility checks, and contamination between regions:
https://support.google.com/google-ads/answer/14097193?hl=en

Revenue Arc media services: https://revenuearc.com/en/marketing