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.
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