A customer feedback platform empowers SaaS shareholders to overcome data-driven decision challenges by leveraging onboarding surveys and feature feedback collection. Integrating such tools into your Connected TV (CTV) campaigns ensures you capture valuable user insights that enhance activation and retention.

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What Are Connected TV Campaigns and Why Do They Matter for SaaS Growth?

Connected TV (CTV) campaigns deliver advertising through internet-enabled television devices such as smart TVs, streaming sticks, and gaming consoles. Unlike traditional TV advertising, CTV campaigns offer advanced audience targeting, interactive ad formats, and real-time performance tracking.

For SaaS companies, CTV presents a unique opportunity to engage users within premium content environments. This channel combines the broad reach of television with the precision of digital marketing to drive brand awareness, accelerate user onboarding, and fuel product-led growth.

Key Benefits of Connected TV Campaigns for SaaS Companies

Targeted Reach: Leverage demographic, behavioral, and interest-based targeting to minimize wasted ad spend and connect with high-value prospects.
Higher Engagement: Deliver ads on large screens in focused viewing settings, increasing brand recall and conversion rates.
Multi-Touch Attribution: Seamlessly link ad impressions to in-app user actions for precise performance measurement.
Churn Reduction: Educate new users early through CTV content to boost feature adoption and retention.
Growth Acceleration: Effectively promote new features and upgrades to enhance user lifetime value.

By bridging digital precision with traditional TV’s scale, CTV campaigns have become a critical growth lever in SaaS marketing strategies.

Essential Metrics to Measure the ROI of Connected TV Advertising

To assess the true business impact of your CTV campaigns, focus on metrics that connect ad spend to user acquisition, activation, retention, and revenue—the core drivers of SaaS ROI.

Metric	Definition	Why It Matters	How to Use It
Cost Per Acquisition (CPA)	Cost to acquire one new user via CTV ads	Measures targeting efficiency and budget control	Optimize creatives and audience segments to reduce CPA
Customer Activation Rate	Percentage of users completing key onboarding milestones	Indicates how effectively ads drive product usage	Compare activation rates across channels to identify strengths
Churn Rate of CTV Users	Percentage of users lost over time from CTV acquisition	Reflects onboarding quality and targeting accuracy	Use feedback tools to diagnose churn causes and address them
Return on Ad Spend (ROAS)	Revenue generated per dollar spent on CTV ads	Measures financial effectiveness of campaigns	Prioritize campaigns with higher ROAS
Engagement Rate with Ads	Percentage of interactions with interactive CTV ad elements	Signals user interest and purchase intent	Refine creatives and calls-to-action based on engagement
Feature Adoption Rate	Percentage of CTV users adopting promoted features	Drives product-led growth and upselling	Align campaigns with feature launches
Time to First Key Action	Average time from acquisition to first meaningful use	Highlights onboarding speed and friction points	Improve onboarding flows to shorten this time
Customer Lifetime Value (CLTV)	Average revenue per CTV-acquired user over lifespan	Validates long-term value of CTV users	Compare CLTV across acquisition channels to optimize budget allocation

How to Implement Effective Tracking for Connected TV Campaign Metrics

Robust tracking is essential to optimize your CTV campaigns. Follow these actionable steps to ensure comprehensive measurement:

1. Integrate Ad Platforms with Product Analytics

Connect your CTV ad platforms (e.g., Roku Ads, The Trade Desk) with product analytics tools such as Google Analytics, Amplitude, or Mixpanel. Use UTM parameters on CTV ad URLs to attribute user acquisition accurately.

Example: Append ?utm_source=roku&utm_campaign=ctv_launch to landing page URLs to track traffic from Roku CTV campaigns.

2. Define and Track Activation Events in Your SaaS Product

Identify critical onboarding milestones—account creation, first feature use, trial start—and instrument these as activation events within your analytics platform to measure user engagement post-CTV exposure.

Example: Track when a user completes their first project or sends their first email within your SaaS product.

3. Collect Qualitative Feedback with Surveys

Deploy onboarding surveys immediately after user sign-up or first use to capture real-time feedback on user experience, pain points, and feature preferences. Platforms such as Zigpoll, Typeform, or SurveyMonkey complement quantitative metrics by uncovering hidden friction points.

Implementation Tip: Embed surveys within your onboarding flow or trigger them via email to maximize response rates.

4. Monitor Retention and Churn by Acquisition Cohort

Conduct cohort analysis by segmenting users based on acquisition source to track retention and churn over time. Visualization tools like Looker or Tableau help identify trends and inform retention strategies.

Example: Compare 30-day retention rates of users acquired via CTV versus paid search to assess engagement quality.

5. Calculate ROAS and CPA with Granular Attribution

Link revenue data to CTV-acquired users and divide by total CTV ad spend to calculate ROAS. Monitor CPA regularly through ad platform dashboards to optimize budget allocation.

Example: A $10,000 spend on CTV ads generating $50,000 in revenue yields a 5x ROAS.

6. Analyze Engagement with Interactive Ad Elements

Use CTV platform analytics to measure click-through rates and interactions with interactive ad components. This data guides creative optimization and call-to-action effectiveness.

Example: If an interactive “Sign Up Now” button has a low click rate, experiment with alternative messaging or placement.

Real-World Examples of Connected TV Campaign Success in SaaS

SaaS Project Management Tool Boosts Activation by 25%

A project management SaaS targeted remote workers watching business content on smart TVs. Their CTV campaign featured interactive CTAs offering a free trial.

Outcome: Achieved 25% higher activation rates compared to other channels.
Insight: Surveys collected via platforms such as Zigpoll revealed users valued tutorial videos, prompting the creation of quick-start guides that further improved onboarding success.

CRM Platform Increases Feature Adoption by 40%

A CRM SaaS promoted a new AI-driven feature through CTV ads inviting users to educational webinars.

Outcome: Saw a 40% increase in feature adoption among CTV-acquired users.
Insight: Feedback gathered with tools like Zigpoll helped address common user questions, leading to product updates that enhanced satisfaction.

These examples illustrate how integrating CTV campaigns with user feedback tools drives measurable SaaS growth.

Prioritizing Connected TV Campaign Efforts: A Practical SaaS Checklist

Maximize your CTV campaign impact by following this step-by-step checklist:

Define clear campaign goals aligned with SaaS KPIs such as activation and churn reduction.
Implement UTM tracking and integrate with product analytics platforms.
Identify and instrument key onboarding events for activation measurement.
Launch CTV campaigns featuring interactive CTAs targeting well-defined customer personas.
Deploy onboarding and feature feedback surveys using platforms like Zigpoll, Typeform, or SurveyMonkey to capture user insights.
Monitor CPA, ROAS, activation, and churn metrics in real time.
Analyze qualitative and quantitative feedback to optimize onboarding flows and messaging.
Scale campaigns demonstrating the highest ROAS and engagement.
Regularly review CLTV for CTV cohorts to inform ongoing budget allocation.

Recommended Tools to Maximize ROI from Connected TV Campaigns

Strategy	Recommended Tools	How They Drive Results
Customer Feedback & Surveys	Zigpoll, Qualtrics, Typeform	Capture actionable onboarding and feature feedback to reduce churn and improve activation
Product Analytics	Amplitude, Mixpanel, Heap	Track user behavior, activation events, and feature adoption for data-driven decisions
Ad Analytics & Attribution	Google Ads, Roku Ads, The Trade Desk	Measure ad spend, engagement, and attribution to optimize campaign performance
Cohort Analysis	Looker, Tableau, Google Data Studio	Segment users by acquisition source to identify retention trends and CLTV differences
User Engagement Platforms	Braze, Customer.io	Deliver personalized post-acquisition messaging to nurture CTV-acquired users

Integrating survey platforms such as Zigpoll alongside these analytics tools enriches your understanding of user experience and campaign effectiveness.

How to Get Started with Connected TV Campaigns: A Step-by-Step Guide

Pilot and Test: Launch a small-scale CTV campaign targeting a narrow audience segment to validate creative messaging and targeting assumptions.
Integrate Analytics Systems: Ensure smooth data flow between your CTV ad platforms and product analytics tools using UTM parameters and APIs.
Collect Feedback Early: Deploy onboarding surveys during onboarding to gather immediate user insights linked to campaign exposure, using platforms like Zigpoll.
Optimize Onboarding: Use collected data and feedback to identify friction points and improve onboarding speed and clarity.
Scale Successful Campaigns: Increase budget and broaden targeting for campaigns demonstrating strong ROI and engagement.
Iterate Continuously: Regularly analyze performance metrics and user feedback to refine creatives, messaging, and audience segments.

FAQ: Common Questions About Connected TV Campaign Metrics for SaaS

What is connected TV advertising?

Connected TV advertising delivers ads via internet-enabled TVs and devices, offering precise targeting, interactive formats, and real-time analytics that surpass traditional broadcast TV.

How do I track conversions from connected TV ads?

Incorporate UTM parameters in your CTV ad URLs and integrate these with product analytics tools like Amplitude or Mixpanel to track user acquisition, activation, and revenue attribution.

What is a reasonable CPA for SaaS CTV campaigns?

CPA benchmarks vary by product and market. Many SaaS companies aim for CPA under $100, but targets should be adjusted based on customer lifetime value and industry standards.

How can I reduce churn among users acquired via CTV?

Use onboarding surveys (tools like Zigpoll work well here) to identify user pain points early, optimize onboarding flows, and deliver targeted education and support to improve retention.

Which tools best support feedback collection for CTV campaigns?

Platforms such as Zigpoll, Typeform, and SurveyMonkey are effective for collecting onboarding and feature feedback post-acquisition, integrating smoothly with analytics platforms to provide a comprehensive view of user experience.

Expected Outcomes from Focused Metric Tracking and User Feedback Integration

By combining precise metric tracking with actionable user feedback through platforms like Zigpoll, SaaS companies can expect:

Increased Activation Rates: Accelerated onboarding with clearer demonstration of product value.
Reduced Churn: Early identification and resolution of user friction points.
Optimized Ad Spend: More efficient budget allocation yielding higher ROAS.
Enhanced Feature Adoption: Faster product-led growth through targeted feature promotion.
Data-Driven Campaign Optimization: Agile adjustments informed by real-time metrics and feedback.
Improved Customer Lifetime Value: More engaged users generating sustained revenue growth.

Comparison Table: Top Tools for Connected TV Campaign Analytics and Feedback

Tool	Primary Function	Key Features	Best For	Pricing Model
Zigpoll	Customer feedback & surveys	Onboarding surveys, NPS tracking, feature feedback	Capturing user insights during onboarding	Subscription, tiered by usage
Amplitude	Product analytics	User segmentation, funnel analysis, cohort retention	Tracking activation and feature adoption	Freemium with enterprise plans
Roku Ads	CTV ad platform & analytics	Targeted CTV campaigns, engagement metrics, ROI tracking	Launching and measuring CTV campaigns	Ad spend-based pricing

Connected TV campaigns unlock a powerful growth channel for SaaS companies to accelerate onboarding, increase activation, and reduce churn. By focusing on precise, outcome-driven metrics and integrating customer feedback tools like Zigpoll alongside other platforms, shareholders can confidently evaluate ROI and drive sustained growth across their portfolio companies.