How one agency used CTV attribution to generate 175 qualified leads for a local home improvement retailer
When CTV proves it drives leads, the budget conversation changes
Attribution turns streaming TV from a reach channel into a performance channel.
Proving CTV works for a local, longer-cycle business
Home improvement clients operate on longer consideration cycles and don't transact online. For the agency managing this account, the challenge was clear: without a direct line between streaming ads and real customer actions — a phone call, a form fill, a store inquiry — the CTV budget case was always going to be hard to make. Traditional TV had never offered that proof. The client operated across multiple physical locations with no e-commerce transaction path, and previous TV measurement relied on anecdotal signals, not trackable business outcomes.
Attribution built to track what the client cared about
The agency deployed Jamloop attribution pixels tied to three actions: website visits, form fill completions, and click-to-calls. With a performance framework built around real intent signals, the team optimized toward what converted — not just what delivered. Pixel tracking connected CTV exposure to contact form submissions and inbound phone calls, and real-time optimization shifted budget toward the highest-converting segments and time slots.
175 leads changed the client's view of CTV
By campaign's end, 175 qualified leads — 139 form fills and 34 click-to-calls — were tracked directly to CTV exposure. The client's confidence in Connected TV grew enough to significantly increase monthly ad spend across both locations. For the agency, it established an attribution-backed model they can replicate for local performance campaigns. 10,180 website visits were attributed to CTV exposure over the campaign period, and budget increased significantly — two locations now investing approximately $28,000 per month in CTV.
