This week, Google announced that by the end of the year will make engaged-view conversions (EVC) the standard way of measuring conversions for TrueView skippable in-stream ads, local campaigns, and app campaigns.
Engaged-view conversions are counted when a user does not click on a video ad but watches at least 10 seconds of the skippable ad (skippable after 5 seconds) and then converts within the Engaged-view conversion window.
Over 60 percent of all skips on YouTube direct response in-stream video ads happen before 10 seconds. Google says the decision to watch 10 seconds of a skippable ad is a user choice that signals an ‘engaged-view’.
Engaged-view conversions (EVC) only work on YouTube and on GDN (Google Display Network).
According to Google, the view-attribution windows for the different campaign types are:
- 3 days for TrueView for action
- 2 days for App campaigns for Install
- 1 day for App campaigns for engagement
Google says advertisers will also be able to set up a custom view attribution window, and that the default days are based on large-scale incrementality studies Google has set up over the years.