YouTube Analytics

In the Google Ads user interface, advertisers can view a summary of the performance of their YouTube video campaigns. The key metrics include:

  • 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: show the 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.
Previous     Next

Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.

What they SHOULD TEACH at Business Schools

What they SHOULD TEACH at Business Schools

Marketing has changed. More so in practical terms, and marketing education is lagging.

The fundamental change lies in the application of analytics and research. Every aspect of the marketing mix can be sensed, tracked and measured.

That does not mean that marketers need to become expert statisticians. We don't need to learn to develop marketing mix models or create perceptual maps. But we should be able to understand and interpret them.

MarketingMind helps. But the real challenge lies in developing expertise in the interpretation and the application of market intelligence.

The Destiny market simulator was developed in response to this challenge. Traversing business years within days, it imparts a concentrated dose of analytics-based strategic marketing experiences.

Dare to Play

Dare to Play

Like fighter pilots, marketers too can be trained with combat simulators that authentically reflect market realities.

But be careful. There are plenty of toys that masquerade as simulators.

Destiny is unique. It is an authentic FMCG (CPG) market simulator that accurately imitates the way consumers shop, and replicates the reports and information that marketers use at leading consumer marketing firms.

While in a classroom setting you are pitted against others, as an independent learner, you get to play against the computer. Either way you learn to implement effective marketing strategies, develop an understanding of what drives store choice and brand choice, and become proficient in the use of market knowledge and financial data for day-to-day business decisions.