> ## Documentation Index > Fetch the complete documentation index at: https://docs.vortexiq.ai/llms.txt > Use this file to discover all available pages before exploring further. # Total Revenue, The Trade Desk > Total Revenue for The Trade Desk stores. Tracked live in Vortex IQ Nerve Centre. How to read it, why it matters, and how to act on it. **Metrics type:** [Key Metrics](/nerve-centre/overview#metrics-types-explained) • **Category:** [Ad Platform](/nerve-centre/connectors#connectors-by-type) ## 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](/nerve-centre/kpi-cards/the-trade-desk/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** | Shopify revenue this window: $1.85M. UTM-tagged TTD-source: $94,000. GA4 Paid Display + Paid Video: $128,400. **TTD claims $283,400\*\*, of which \$91,400 is cross-device attribution that no other DSP would surface. What's interesting: 1. **Cross-device attribution is 32% of total revenue ($91,400).** This is TTD's measurement differentiator. CTV impressions seeing household-level conversion on web/mobile, retargeting following users across devices, DOOH leading to in-app purchases. **Peer DSPs would attribute most of this $91k to "Direct" or "Branded Search"**; TTD captures it correctly via UID 2.0. 2. **DOOH ($18,200 revenue on $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). 3. **CTV combined click+view+cross-device = $93,600 from $61,200 spend = 1.53× ROAS**, on the lower side of the gauge but consistent with the structural CTV pattern across all DSPs. 4. **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. 5. \*\*Compared to Shopify-truth ($94k UTM-tagged)**: TTD is 3.0× over-claiming. Standard DSP gap; the cross-device portion is harder to validate independently. **For CFO reporting use the blended figure**: 40% TTD-claim + 60% Shopify-UTM = ~$170k, the honest contribution figure. 6. **Prior 30D had \$246,000 revenue**; this window up 15% vs spend up 19%, slight ROAS compression but healthy scaling overall. Quick sanity tests: * 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](/nerve-centre/kpi-cards/the-trade-desk/total-spend) | Denominator pair. | | [TTD ROAS](/nerve-centre/kpi-cards/the-trade-desk/roas) | Headline efficiency. | | [TTD Clicks vs Conversions](/nerve-centre/kpi-cards/the-trade-desk/clicks-vs-conversions) | Pixel-health canary. | | [TTD Conversions Trend](/nerve-centre/kpi-cards/the-trade-desk/conversions-trend) | Conversion-count side. | | [TTD Revenue by Campaign](/nerve-centre/kpi-cards/the-trade-desk/revenue-by-campaign) | Channel mix breakdown; cross-device retargeting often drives 30, 50% of revenue. | | [StackAdapt Total Revenue](/nerve-centre/kpi-cards/stackadapt/total-revenue) | Mid-market peer; benchmark only. | | [MediaMath Total Revenue](/nerve-centre/kpi-cards/mediamath/total-revenue) | Migration source peer. | | [GA4 Revenue by Channel](/nerve-centre/kpi-cards/google-analytics/revenue-by-channel) | Independent attribution check; the cross-device gap is largest here. | | [Shopify Total Revenue](/nerve-centre/kpi-cards/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](https://desk.thetradedesk.com/) 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. **Why our number may legitimately differ from TTD UI:** | 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. | **Cross-connector reconciliation, the important one:** | Card | Expected relationship | What causes legitimate divergence | | ------------------------------------------------------------------------------------------------------- | ------------------------------------------------- | ----------------------------------------------------------------------------------------------- | | [`google_analytics.ga_revenue_by_channel`](/nerve-centre/kpi-cards/google-analytics/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`](/nerve-centre/kpi-cards/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`](/nerve-centre/kpi-cards/stackadapt/total-revenue) | Independent. | Different inventory and audience tooling. | | [`mediamath.med_total_revenue`](/nerve-centre/kpi-cards/mediamath/total-revenue) | Independent during migration. | TTD has more reliable attribution post-MediaMath restructure. | ## Known limitations / merchant FAQs **Why does TTD claim $283k revenue when Shopify says $94k?** Standard DSP gap PLUS TTD-specific cross-device dimension. The $91k cross-device portion includes household-level conversions (CTV impression to one device, conversion on another) that no other DSP would surface. The Shopify-truth $94k captures only UTM-tagged last-click; it misses cross-device by definition. **Real TTD contribution sits between the two**; weighted blend (40% TTD + 60% Shopify) = \~\$170k, the honest CFO figure. **Should I trust TTD's cross-device attribution?** With caveats. UID 2.0 cross-device is the most reliable method available in 2026 for measuring household-level conversion paths. But it's still probabilistic in places (where email-hash exchange isn't complete) and over-claims when the same household has multiple users with different intent. **Validate via incrementality testing** (CTV holdout in one geo for 14 days) at least quarterly to ground the cross-device claim against real causal lift. **My TTD revenue dropped 30% but spend is unchanged, what should I check first?** TTD-specific check order: (1) **UID 2.0 implementation health** (cross-device match rate); a sudden drop in cross-device match rate dries up 30% of TTD's revenue claim overnight. (2) Pixel health on web/CTV. (3) Audience freshness / Koa exhaustion. (4) Site/checkout changes. **Why is my CTV revenue split between view-through and cross-device?** Both are valid attribution paths for CTV. **View-through**: the same device that saw the CTV impression converted (rare for CTV, since you don't shop on a TV; but possible if the household's CTV device is also a tablet). **Cross-device**: the CTV impression went to one device (smart TV) and the conversion happened on another (mobile/desktop) within the household via UID 2.0 match. The cross-device portion is usually 60, 80% of CTV revenue; view-through is 20, 40%. **My DOOH revenue depends entirely on cross-device, can I trust it?** Yes, but with the same incrementality caveat as CTV. UID 2.0 maps the household-level identity from a billboard impression (DOOH device-graph match) to subsequent on-device conversion. **Always validate via geo-holdout testing** before scaling DOOH on the basis of attributed revenue alone. **Should I exclude cross-device from ROAS calculations?** Depends on the use case. **For business-truth board reporting**: probably yes; cross-device is hardest to validate. **For TTD-internal optimisation**: no; the cross-device signal is real and Koa uses it for bidding decisions. **For incrementality**: neither; only holdout testing answers the incrementality question. **Why is TTD revenue more reliable than MediaMath revenue?** TTD has continuous engineering investment in the reporting and attribution layer; MediaMath's post-restructure platform has had stability issues. Same architecture, different operational reality. The migration trend reflects this. **Can I trust the "today" revenue?** More than peer DSPs. TTD's 15, 30 minute ingest is the fastest in market. Still, use 7-day rolling for the cleanest read. **My retargeting revenue rose sharply after enabling UID 2.0, is that real?** Mostly real. UID 2.0 enables tighter retargeting audience match (same user across devices, no third-party cookie dependency); reach genuinely expands and conversion attribution genuinely tightens. Expect 20, 40% retargeting revenue lift within 30 days of enabling UID 2.0. **Some of the lift is also recapture from previously-missed conversions**, which is real revenue, just not incremental. **Why is my multi-touch attribution model showing different TTD contribution than this card?** MTA fractionally credits across all touchpoints; this card uses TTD's last-paid-click + view-through + cross-device. Disagreement is structural. Use MTA for budget allocation; use this card for within-TTD optimisation. *** ### Tracked live in Vortex IQ Nerve Centre *Total Revenue* is one of hundreds of KPI pulses Vortex IQ tracks across The Trade Desk and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English. [Start for free](https://app.vortexiq.ai/login) or [book a demo](https://www.vortexiq.ai/contact-us) to see this metric running on your own data.