Tracking performance is one of the biggest advantages of Connected TV (CTV) advertising — but it can also be one of the hardest parts to manage.
Between completion rates, CPMs, reach, and attribution data coming from multiple platforms, even experienced marketers struggle to consolidate their CTV metrics into a single, clear view.
That’s why we built the CTV Metrics Tracker — a free, customizable template that helps you organize campaign data, visualize performance, and measure what really matters.
What the CTV Metrics Tracker Does
The CTV Metrics Tracker is a simple spreadsheet designed for campaign clarity. It pulls all your key metrics into one place so you can see, at a glance, how your campaigns are performing and where to optimize next.
You can use it to track:
Spend and delivery performance across multiple platforms or DSPs
Video completion rates (VCR) and cost efficiency (CPCV)
Reach and frequency across campaigns
View-through conversions and attributed actions
Incremental reach and incremental conversions
Overall ROI or ROAS calculations
Whether you’re managing campaigns directly or through an agency, the tracker makes it easy to align data and prove performance with confidence.
What’s Inside the Template
The download includes four main tabs:
1.
Campaign Overview
Summarize every active campaign — name, objective, start/end dates, platform, and targeting notes — all in one dashboard.
It automatically calculates:
Total spend
Total impressions
Average CPM
Total completed views
Weighted VCR
2.
Performance Metrics
Input daily or weekly data from your DSPs or ad partners. Track changes in:
CPM
vCPM (Viewable CPM)
CPCV (Cost per Completed View)
CTR (Click-Through Rate, if applicable)
VCR (Video Completion Rate)
This tab gives you an instant look at efficiency trends over time.
3.
Attribution & Outcomes
Designed for post-campaign analysis, this tab lets you record:
Exposed households vs. control groups
Conversions attributed to CTV exposure
Incremental lift percentage
ROAS (Return on Ad Spend)
It’s ideal for reconciling data from measurement partners like Innovid, iSpot, or TVSquared.
4.
Insights & Learnings
A simple worksheet to document what worked — and what didn’t. Use it to record performance notes by creative, audience, or platform so you can improve each flight based on data, not assumptions.
How to Use It
Download the template (Excel and Google Sheets versions available).
Add your campaigns under the Overview tab.
Update weekly with data from your DSP or platform reports.
Use formulas already built in to calculate CPM, CPCV, VCR, and ROI.
Review insights at the end of each campaign flight to inform optimizations.
The goal isn’t to add more data — it’s to make your existing data more useful.
Why a Tracker Matters
CTV is one of the fastest-growing channels in advertising, but many teams still measure it inconsistently.
A centralized tracker:
Brings transparency to your campaign performance
Enables cross-platform comparison (Hulu vs. Roku vs. YouTube TV)
Highlights inefficiencies you can fix immediately
Makes post-campaign reporting faster and cleaner
Most importantly, it helps you tie every metric back to the only one that really matters: return on investment.
The Bottom Line
The difference between a good campaign and a great one often comes down to how well you track it.
This simple CTV Metrics Tracker gives you the structure to measure what matters — and the confidence to make smarter, data-driven decisions.
Use it for every campaign. Update it weekly. Watch your insights — and your results — compound.