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CTV · Buy-Side calculator

Household Site Visit Rate

Site visit rate is the share of reached households that later visited your site, matched by IP or device graph.

Formula

Site visit rate = (Site visits ÷ Households reached) × 100

Fill in any 2 fields. The one you edited longest ago is solved for you.

input
input
waiting
Percent. Waiting for the other fields.

Waiting for 2 values to solve Site visit rate.

What is Site visit rate?

Site visit rate is the share of reached households that later visited your site, matched by IP or device graph. It is the most common way to show that a lean-back TV ad drove action.

Worked example

If site visits is 2,700 and households reached is 180,000, then Site visit rate = 1.50%.

Site visit rate = (Site visits ÷ Households reached) × 100

Formula variable breakdown

visitsSite visits
Enter site visits directly, or leave it blank and let the solver calculate it from the other 2 fields.
householdsHouseholds reached
Enter households reached directly, or leave it blank and let the solver calculate it from the other 2 fields.
rateSite visit rate(output)
Enter site visit rate directly, or leave it blank and let the solver calculate it from the other 2 fields.

Tactical application guide

Site visit rate links site visits and households reached in a fixed ratio, so any two pin down the third. Planning backwards is where it earns its keep: enter the site visits you have and the Site visit rate you are targeting, and the solver tells you the households reached you must secure. Or lock households reached and Site visit rate from a benchmark to see the site visits that plan implies before you commit.

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