How do you measure results from streaming and display campaigns?

You measure streaming and display on lift, walk ins, and assisted conversions, because neither channel produces meaningful clicks. Judging a CTV campaign by last click form fills is like judging a billboard by how many people pulled over.

The four measurements worth running

• Branded search and direct traffic lift. Compare the exposed weeks to a clean baseline period. If awareness media is working, more people type your name. This is the cheapest honest signal you have.
• Geographic holdout. Run the campaign in some zip codes and deliberately not in others, then compare. It costs you reach and it is the only method here that gets close to proving causation.
• View through conversions. Useful as a trend line, dangerous as a headline number. A view through credits a conversion to an impression nobody interacted with, so it will always flatter the channel.
• Walk in attribution. Matches exposed device IDs to later visits inside a zone you drew around your location. Real signal, real limits.

Numbers that will mislead you

CTV click through rate should not exist, because a television has no click. If it appears in a report, you are seeing mobile OTT impressions mixed into a TV line item. Display click through rate is similarly unhelpful: a meaningful share of banner clicks are accidental taps on mobile. Completion rate tells you the ad was non skippable, not that it was persuasive.

How to set this up before launch

Decide the baseline period and the holdout geography before the first impression runs, not after. Get call tracking and form attribution into your CRM so a lead carries its source. Then agree with your team on the one number that decides renewal, and report against that number every month. The measurement is only useful if it was designed before the spend.

Related: How do you track leads and conversions?, Proving an ad drove a store visit, WhatConverts attribution review, data and analytics.