At a glance
TTD-attributed conversion value. Includes click-through, view-through (for CTV/display), and cross-device conversions via Unified ID 2.0 / Identity Alliance. The cross-device dimension is TTD’s measurement edge: a CTV impression to a household member that converts on a mobile device 5 days later is correctly credited where peer DSPs miss the link.
| What it counts | Revenue attributed to TTD-tracked conversion events within the configured attribution window. Includes view-through and cross-device matches via UID 2.0. |
| Cost basis | Not applicable. Cost partner is Total Spend. |
| Currency | Account currency. |
| Conversion attribution | Click-through default 30 days, view-through default 1, 7 days configurable, cross-device via UID 2.0 default 30 days. |
| Attribution window | 30/1 default; 30/7 for CTV-heavy. TTD’s cross-device window is unique among DSPs for its reliability via UID 2.0. |
| Bot / invalid traffic | IVT-filtered. |
| Time window | T/7D/30D vsP. 15, 60 minute pixel-fire-to-report lag (fastest in market). |
| Alert trigger | drop >20% vsP. Causes ranked: (a) pixel issue (less common on TTD than peer DSPs); (b) UID 2.0 implementation degraded (cross-device match rate dropped); (c) traffic mix shifted away from converting channels. |
| Roles | owner, marketing, finance |
Calculation
Calculated automatically from your The Trade Desk data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.Worked example
The same enterprise homeware brand. Window 02 Apr 26 to 01 May 26.| Campaign | Channel | Spend ($) | Click-through ($) | View-through ($) | Cross-device ($) | Total revenue ($) |
|---|---|---|---|---|---|---|
| Display Prospecting (Koa) | Display | 28,200 | 72,400 | 9,200 | 4,800 | 86,400 |
| CTV Premium PMP, Disney+/Hulu | CTV | 42,800 | 0 | 28,400 | 38,200 | 66,600 |
| CTV Open Exchange | CTV | 18,400 | 0 | 14,200 | 12,800 | 27,000 |
| Video Pre-roll (YouTube) | Video | 16,200 | 22,400 | 5,800 | 4,200 | 32,400 |
| DOOH | DOOH | 8,400 | 0 | 0 | 18,200 (UID 2.0 attribution) | 18,200 |
| Audio | Audio | 4,200 | 1,800 | 1,200 | 4,400 | 7,400 |
| Retargeting (UID 2.0) | Display + Video | 9,800 | 32,400 | 4,200 | 8,800 | 45,400 |
| Account total (this card) | $128,000 | $129,000 | $63,000 | $91,400 | $283,400 |
- Cross-device attribution is 32% of total revenue (91k to “Direct” or “Branded Search”; TTD captures it correctly via UID 2.0.
- DOOH (8,400 spend = 2.17× ROAS) is unique to TTD. No other DSP has comparable DOOH inventory access; the attribution comes entirely from UID 2.0 cross-device match (a user seeing a billboard on their commute, then converting on mobile that evening).
- CTV combined click+view+cross-device = 61,200 spend = 1.53× ROAS, on the lower side of the gauge but consistent with the structural CTV pattern across all DSPs.
- Retargeting at 4.63× ROAS is the standout. UID 2.0 retargeting reaches the user across web and mobile app, multiplying retargeting reach 2, 3× vs cookie-only. This is the campaign type to scale on TTD specifically.
- **Compared to Shopify-truth (170k, the honest contribution figure.
- Prior 30D had $246,000 revenue; this window up 15% vs spend up 19%, slight ROAS compression but healthy scaling overall.
- Revenue up + cross-device share growing = UID 2.0 maturing well.
- Revenue down + cross-device share collapsed = UID 2.0 implementation issue; check email-hash exchange health.
- Revenue down + click-through held = view-through window probably reduced.
- All channels revenue up = healthy account growth.
- DOOH revenue dropping suddenly = UID 2.0 match rate degraded for outdoor inventory; check.
Sibling cards merchants should reference together
| Card | Why pair it with Total Revenue |
|---|---|
| TTD Total Spend | Denominator pair. |
| TTD ROAS | Headline efficiency. |
| TTD Clicks vs Conversions | Pixel-health canary. |
| TTD Conversions Trend | Conversion-count side. |
| TTD Revenue by Campaign | Channel mix breakdown; cross-device retargeting often drives 30, 50% of revenue. |
| StackAdapt Total Revenue | Mid-market peer; benchmark only. |
| MediaMath Total Revenue | Migration source peer. |
| GA4 Revenue by Channel | Independent attribution check; the cross-device gap is largest here. |
| Shopify Total Revenue | Truth side. |
Reconciling against the vendor’s own dashboard
Where to look in The Trade Desk: TTD Platform → Reports → Performance → Conversion Value at advertiser level. Should match this card to within sub-percent rounding. Other TTD views:- Conversions count vs value: distinct fields; for ROAS use Conversion Value.
- Cross-device conversions: subset of total. TTD surfaces this as a separate line; this card includes it in the headline figure.
- View-through conversions: subset; toggleable.
| Reason | Direction | Why |
|---|---|---|
| Time zone | Boundary days off | Advertiser TZ vs UTC. |
| Real-time ingest lag | Card slightly low for “today” | 15, 60 minute lag (fastest among major DSPs). |
| View-through window changes | Direction depends | Window changes reflow data retroactively. |
| UID 2.0 cross-device inclusion | None at default | Both this card and TTD UI include cross-device by default. Toggle off in either view to compare like-for-like with click-only. |
| Card | Expected relationship | What causes legitimate divergence |
|---|---|---|
google_analytics.ga_revenue_by_channel | (GA4 Paid Display + Video) ≈ this card × 0.4, 0.6 | Cross-device attribution is the biggest gap; GA4 misses most of TTD’s $91k cross-device claim. |
shopify.total_revenue | UTM-tagged TTD revenue ≈ this card × 0.3, 0.4 | Cross-device + view-through inflation; UTM-truth understates TTD more than any other DSP. |
stackadapt.sta_total_revenue | Independent. | Different inventory and audience tooling. |
mediamath.med_total_revenue | Independent during migration. | TTD has more reliable attribution post-MediaMath restructure. |