Solutions · Broadcast-to-digital attribution
Your spots drive the traffic. Now they get the credit.
When a spot airs, people pick up their phones: they type your address, search your brand, open your app. Analytics files that traffic under direct or organic search. Media Attribution matches every TV, cable and radio airing to the minutes that follow, isolates the lift above your normal traffic, and shows what each spot delivered — and what it cost.
Evening news
Launch · 30s
- Channel 2
- Prime time
- $4,200
- 20:14
- Incremental visits
- —
- Uplift over baseline
- —
- Cost per visit
- —
- Direct / indirect
- —
Spots ranked by cost per visit
Live example · illustrative data
- Incremental visits per spot
- Cost per incremental visit
- Optimized media plan
- ROAS by source
The blind spot
Analytics sees the visit. Not the spot behind it.
Broadcast is often the biggest line in the media plan, yet in your analytics it never appears. The people it moves arrive as direct visits and brand searches, and the credit goes to someone else. Attribution gives it back.
- Direct38%
- Organic search31%
- Paid media18%
- Social13%
- TV and radio spots0%
Illustrative split of a campaign's web visits.
How it works
From airing to incremental result.
- 01 · Media plan
Load the spots.
Upload the spot log as a file: date, time, timezone, channel, creative, program, and ideally cost and reach.
- 02 · Response
Connect the response.
Add the Decidata tracker to your site, connect Google Analytics, or import web, iOS and Android events as a file.
- 03 · Uplift
Isolate the lift.
Each airing is compared with the baseline you would have had without it. What rises above it is the spot's incremental response.
- 04 · Optimize
Plan the next flight.
Rank channels, programs, creatives and hours by efficiency and cost per result, then rebuild the plan around what works.
Spot-level uplift
The lift above the baseline.
Traffic never starts at zero. Media Attribution models what each minute would have looked like without the spot and credits only what rises above it — so a busy hour is not mistaken for a great spot.
- DirectVisitors who typed the address or opened the app right after the spot.
- IndirectVisitors who searched, clicked a social post or an ad first — split into organic and paid search, social, email and display.
- Uplift %How far each airing lifted the response above its own baseline.
Metrics
Every spot, in numbers.
The same set of measures for every campaign, every medium and every KPI you track.
Incremental KPIs
Σ response − baseline
Visits, installs, sign-ups or purchases created by the spots.
Efficiency
incremental ÷ spots
The average lift of one airing.
Engagement
incremental ÷ reach × 100
Response relative to the audience the spot reached.
Cost per KPI
spend ÷ incremental
What each incremental result cost.
Cost per reach
spend ÷ reach
What it cost to reach the audience.
Uplift
uplift ÷ baseline × 100
The lift of each airing over its baseline.
Breakdowns
Cut it any way you plan.
Media
- Television
- Cable
- Radio
- Channel
- Program
- Creative
Time
- Day
- Week
- Day of week
- Hour
- Breakfast
- Daytime
- Early fringe
- Prime time
- Late night
- Overnight
Response
- Direct
- Indirect
- Organic search
- Paid search
- Social
- Display
Audience
- Country
- Region
- Desktop
- Mobile
- Tablet
- Funnel step
Optimization
Move budget to what works.
Every channel, program, creative, day, hour and daypart is classified as a strong, average or weak performer from its uplift and cost per result. Shift a share of the budget and see the projected spots, uplift and cost per visit before you commit.
Scenario goals
- Fixed budget
- Number of spots
- Target result
- Maximize visits
- Minimize cost per visit
- Max spots per hour
Budget reallocation
Move a share of spend away from weak cells and see the projected result.
Saved scenarios
Build plans per campaign, adjust them by hand and export them to Excel.
Multi-touch
Credit across the whole path.
When people touch several channels before they convert, Media Attribution shares the credit between them — and shows conversions, revenue, spend and ROAS by source, month by month.
Attribution models
Shapley
Credit from each channel's marginal contribution across all paths.
First touch
All credit to the channel that started the path.
Last touch
All credit to the channel that closed it.
Position-based
Most credit to the first and last touch, the rest shared.
Linear
Equal credit to every touch.
Inside the product
Ten views, one campaign.
Overview
Spots against traffic by day, week or month, and the top channels, creatives and programs.
Analysis
Time series, top performers and heatmaps by channel, creative, day, hour and daypart.
Media plan
Every airing with its cost, reach, uplift, cost per result and engagement.
Optimization
Good, average and poor performers, and where to move the budget.
Comparison
Several KPIs side by side, as a funnel and day by day.
Journey
How the lift travels through your site, step by step.
Audience
Incremental visits by country and region, on a map.
Technology
Uplift by device and by traffic source.
Multi-touch
Conversions, revenue and ROAS by source and by path.
Report
A complete, print-ready campaign report.
Data in, decisions out
Connects to what you already use.
Decidata tracker
One asynchronous tag on your site unlocks journey, audience and technology views.
Google Analytics
Sign in and import sessions and conversions, with sources mapped automatically.
Event files
Web, iOS and Android events by the minute, from any analytics tool.
Spot logs
Media plans as CSV, with import history you can review and replace.
Exports
Spot-level CSV, chart images and Excel reports for every plan.
Every market
Campaigns across countries, timezones and local currencies.
FAQ
About Media Attribution.
01What does Media Attribution measure?
The digital response created by your TV, cable and radio spots — web visits, app installs, sign-ups, purchases or any funnel step you define — airing by airing, above the baseline you would have had without them.
02What data do we need to provide?
A spot log with date, time, channel, creative and program — ideally with cost and reach — and a source of response: the Decidata tracker, Google Analytics, or a file of web and app events.
03What is the difference between direct and indirect response?
Direct response comes straight to your site or app after the spot. Indirect response arrives through search, social, email or display first. Both are measured and can be read separately.
04Can it recommend a better media plan?
Yes. It classifies every channel, program, creative and time slot by efficiency and cost per result, suggests where to move budget, and lets you build and export optimized scenarios.
05Does it work with Decidata monitoring?
They answer two sides of the same question. Monitoring shows where and when every ad ran across the market; Media Attribution shows what your own spots delivered.