Within the Google Ads user interface,
advertisers have access to a concise overview of their YouTube video campaigns’
performance. This summary includes several useful metrics, such as:
Views: The number of times people watched or engaged
with the ad.
View rate: The number of views or engagements divided
by the number of times the ad is shown.
Viewership (quartile reporting): shows how often the ad
is viewed to a quarter/half/three-quarters/completion of its length.
Reach and frequency: These measures are obtained by means
of cookies, which store relevant information about viewers on the webpages that they visit.
Reach (unique cookies) is the number of cookies
(i.e., devices) that viewed the ad.
Frequency (based on cookies) is the number of times
the video ad was viewed by a unique cookie over a given time period.
Average impression frequency (per cookie) is the average
number of times the video ad is shown over a given time period.
Average view frequency (per cookie) is the average number
of times that the video is viewed over a given time period.
Average CPV (cost-per-view) is the average amount paid when
a viewer watches at least 30 seconds of the ad or the entire ad, whichever
is shorter, or engages with the ad.
Clicks: Number of times people clicked on the ad.
This provides a gauge of the level of engagement the ad is able to generate.
Click-through-rate (%) (CTR) is the number of clicks divided
by the number of times the ad is shown.
Engagements: reveal the number of clicks on interactive elements
such as teasers or icons to expand any cards that may be on the video. Engagement
rate (%) is the number of engagements divided by the number of times the ad is
shown.
YouTube engagement or earned actions occur when a viewer watches
a video ad and then takes a related action on YouTube. The different types of
earned actions include views (subsequent views of same/other videos on the
advertiser’s YouTube channel or Watch pages), subscribes, playlist, likes and
shares.
Use the Search Bar to find content on MarketingMind.
Marketing Analytics Workshop
In an analytics-driven business environment, this analytics-centred consumer marketing workshop is tailored to the needs of consumer analysts, marketing researchers, brand managers, category managers and seasoned marketing and retailing professionals.
Digital Marketing Workshop
Unlock the Power of Digital Marketing: Join us for an immersive online experience designed to empower you with the skills and knowledge needed to excel in the dynamic world of digital marketing. In just three days, you will transform into a proficient digital marketer, equipped to craft and implement successful online strategies.