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.
