TV has always built brands.
Now you can measure what it drives.
Ideal for businesses looking to scale beyond paid social.
IP tracking helps you understand what happens after someone sees your streaming TV advert, so Connected TV starts behaving more like a performance channel, without losing the impact of TV.
Get started todayIP tracking is a way to measure what your Connected TV ads drive on your website.
It works by adding a simple tracking tag (pixel) to your site. That tag records activity on your website and helps attribute it back to households that have been exposed to your streaming TV advert (via approved measurement routes).
In simple terms, it helps answer the question:
“What happened after someone saw our TV ad?”
Depending on your campaign setup, IP tracking can help you track:
Website visits after ad exposure
Page-level journeys (which pages they viewed)
High-intent actions (product views, basket adds, enquiry starts)
Conversions (leads, sign-ups, purchases – where applicable)
Performance by platform (so you can shift budget based on what’s working)
IP tracking is available across selected premium Connected TV platforms, including:
ITVX
Channel 4
Sky
Netflix
and more
We are ITVX’s official test partner for IP tracking – giving us exclusive access to this tracking.
You get the credibility and attention of TV – with modern targeting and measurement.
We were the first agency in the UK to test IP tracking across the UK’s biggest broadcaster streaming platforms.
Why that matters:
We know how to implement IP tracking properly
We structure campaigns so the data is aligned with your business goals
We turn reporting into clear optimisation decisions from day one
Connected TV isn’t just for household-name brands anymore.
It’s now a realistic channel for small and mid-sized businesses who want:
bigger impact than most digital placements
premium environments (trusted broadcaster platforms)
and clearer evidence of what their marketing is driving
You still get the brand-building power of TV, but with IP tracking, you can also see the response it generates, which makes it easier to justify spend and improve performance over time.
You won’t get a confusing dashboard and be left to figure it out yourself. Instead, you’ll get clear takeaways and next steps.
Each week we’ll share:
Website visits and key actions driven after ad exposure
Top pages and high-intent journeys
Platform + creative performance (what’s working best)
Recommended optimisations for the following week
For some suppliers, IP tracking data is delivered post-campaign. In these cases, insights and optimisation planning are built into your Post-Campaign Analysis (PCA).
At the end, you’ll receive a PCA that summarises:
Results delivered
What drove performance
What to do next (platform mix, creative, targeting, budget)
First in the UK to Test IP Tracking
We were the first agency in the UK to test IP tracking across major broadcaster streaming platforms. That means we know what’s possible by platform and how to set campaigns up so the tracking is genuinely useful.
Connected TV Specialists
We focus on TV and Connected TV advertising, so we know how to plan streaming campaigns that look premium on the big screen and drive measurable outcomes.
Set Up Properly for Meaningful Measurement
IP tracking only works well when the campaign and website tracking are structured correctly. We make sure the pixel, events, and reporting are aligned to the actions that matter most to your business.
Clear Reporting That Tells You What To Do Next
You won’t get a confusing dashboard and a “good luck”. We translate results into decisions - what to scale, what to change, and where to shift budget to improve ROI.
Performance Thinking, With TV-Level Impact
You get the trust and attention of TV, with insight closer to performance marketing. Ideal if you want growth beyond paid social without losing accountability.
End-to-End Planning and Support
From platform selection and targeting to creative guidance, tracking setup, and optimisation. We handle the full process so your campaign runs smoothly and delivers clear learnings.
“I learned more in 5 minutes chatting with Anthony than I had done with my previous agency over 6 months!”
If you don’t already have a TV ad, we can make one for you.
Our studio, Lulu Animation, produces fast, affordable 30-second adverts using AI-enhanced production. Ideal if you want to test Connected TV without a large upfront production cost.
This includes scriptwriting, visuals, voiceover, sound mix and final delivery – fully ready for Connected TV and Amazon Prime Video.
Here’s a recent example: a fast-turnaround TV ad for Love Mushrooms, created in just a few days.
To find out more
Click here!Check out our pages below:
Ready to take the next step and grow your business to the next level?
Enquire today!Yes when implemented correctly through approved partners and privacy-led processes. We’ll guide you on best practice and the right setup for your campaign.
No. IP tracking is used to understand campaign impact and website behaviour at an aggregated level – it’s not about identifying individuals.
Not always. Availability varies by platform and supplier. We’ll recommend the best route based on your objectives, budget and where your audience watches.
Often within the first 1–2 weeks you’ll start seeing clear patterns in visits and behaviour after exposure.
No. Connected TV can be planned at sensible budgets. The key is matching platform choice and targeting to your goals, and using tracking to learn and improve.
No, it complements it. GA is great for on-site behaviour and last-click paths. IP tracking helps you understand the impact of streaming TV that GA often can’t attribute cleanly.
If you don’t have a finished advert, our in-house animation studio Lulu Animation. can produce one for you, from concept and script through to final delivery, ready for TV and Connected TV.
