SummaryThis article exhibits an advanced observer‐based single‐loop feedback system for roll‐to‐roll (R2R) machine tension control applications by treating the nonlinearities, parameter uncertainties, and closed‐loop performance inconsistency as the main challenges. The proposed solution provides the three features as follows: (a) a critically damped web velocity feedback system governed by double integral control with active damping terms and a disturbance observer (DOB) through first‐order pole–zero cancellation (PZC); (b) a model‐free second‐order PZC observer enabling feedback for the tension derivative information; (c) a combination of a proportional–integral (PI) controller, nonlinearly structured PI gains, active damping terms, and a DOB to assign critical damping performance to each tension loop through first‐order PZC. The simulation results numerically validate the feasibility of the proposed solution.