In this session of the egta Outcomes Community, RTL Germany walked us through how the broadcaster measures TV advertising effectiveness across the full marketing funnel, framing the discussion around the persistent gaps in credibility, scalability, and connectivity between funnel stages. The session covered upper funnel methods built on RTL’s own survey panel and device graphs for awareness and branding, contrasted with lower funnel KPIs like leads, clicks, and purchases that rely on more signal based, scalable data but carry less credibility, along with an open question about how clean room technology could help bridge the disconnect between these layers. Group discussion turned to QR codes as a lower funnel measurement tool, with members sharing experience from pause ads, retail and grocery app integrations, and cooking show sponsorships as promising use cases despite historically low response rates. The session closed with plans to reconvene in early February and a preview of the upcoming Budapest event in March, where outcomes measurement will feature prominently on the agenda.