How every number on this site is counted.
Plain definitions, so you can check our reports against your own list and your own sales.
Same delivery report on every campaign. Attribution optional. Opt-outs suppressed. How every number is counted
Impressions
Every time your commercial plays. Reports split them into plays on a TV (CTV) and plays on other streaming devices such as phones and tablets (OTT). The two always add up to the total.
Households reached
The number of different homes your ad reached in the month. Each home is counted once, however many times it saw the ad, and is identified by the internet connection of its streaming device.
Average frequency
Impressions divided by households reached. In one Western New York report, 443,128 impressions across 26,066 households is 17 exposures per household.
Completion rate
The share of ads that played to the end, as printed in each report.
Website visitors
Visits to the advertiser's website during the campaign, as printed in the report. It is shown only when the advertiser's site is tracked.
Delivery report
What every campaign gets: impressions, reach, frequency, completion, channels, places and website visits. It does not show who became a customer.
Matched, verified, and what the Central New York numbers include.
Matched
A household your ad reached whose IP address GrōVault matched to a household record with a verified home address. A Precision Garage Door franchise, Central New York, August 2026: 10,944 of 11,346 households, or 96.5%.
How a household is matched
GrōVault keeps a record for each household: the address, the people living there, and the email addresses, phone numbers, IP addresses and mobile device IDs tied to it. A campaign reports the IP addresses its ads reached. Each IP address is matched to the household record that holds it.
Where the records come from
The household records are drawn from a licensed, national US consumer identity graph. They are refreshed every quarter. The link between an IP address and a household is the probabilistic part. See the limits below.
Verified customer
A matched household that visited the advertiser's website and appears in the sales records the advertiser provides. Central New York franchise: 41 verified customers.
Return on media
Verified revenue divided by media spend. A Precision Garage Door franchise in Central New York: $48,017.39 on $7,750, which is 6.2×. This is one advertiser in one month.
How a sale is matched
By email, by name and location, or by last name and address, against the sales records the advertiser provides.
Limits of the match
Matching a device to a home address is probabilistic. Shared connections, VPNs and mobile networks can cause a household to be missed or matched in error. The matched rate counts households resolved to an address. It is not an audit of accuracy. In the August Central New York campaign, 402 of 11,346 reached households were not matched.
What it does not claim
Results are reach-verified: the buyers were in the audience before they purchased. That is not a measure of incremental lift, and we do not describe it as one.
Privacy: households that opt out are suppressed in GrōVault before a list ever reaches the campaign, and they are never activated.