YouTube’s Studio provides a summary of the performance of advertiser’s YouTube
video campaigns. The key metrics fall into three categories – viewership, reach and frequency, and clicks and engagement.
- 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.
- View-Through-Rate (completion rate).
- 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.
- 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.
Clicks and Engagement:
- 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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