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TrueView (Youtube) metrics

Glossary

TrueView (Youtube) metrics


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What metrics can you analyze when you run advertising campaigns on Youtube (via Adwords or DBM)? See here the reportable metrics when you do a TrueView campaign:

Generic Metrics

Impressions

See the definition for impressions here.



Clicks (TrueView)

The number of clicks on the ad on the TrueView ad. The clicks registered here lead to a destination URL outside of the video.

TrueView views

The number of times your ad has been viewed. In TrueView in-stream this is the number of times a viewer watches for 30 seconds of the video (or the duration if it’s shorter than 30 seconds).
For TrueView video discovery, this is the number of times viewers choose to watch your ad by clicking a thumbnail.

TrueView view rate

The percentage of time your ad is viewed, in relation to the total number of times your ad is shown.

eCPV

Cost for views: Calculated as Cost / Views.

Performance

Conversions

The number of times users converted within the designated lookback window (post view or post click). A conversion is counted each time a user converts. Ff a user viewed the TrueView ad once and then made 5 purchases, 5 Conversions would be counted.

Converted Views

The number of TrueView views that lead to a conversion (or more than 1 conversion) within the designated lookback window (post view or post click).

View Conversion Rate

The percentage of views that led to conversions.

Cost / Conversion

The average cost of each conversion. Cost divided by conversion.

Cost / Converted View

The average cost of each converted view. Cost divided by converted view.

Engagement Metrics

Earned likes

The number of users who have “liked” the video in the TrueView ad.

Earned playlist additions

The number of times video was added in the TrueView ad to a playlist.

Earned shares

The number of times users have shared the video in the TrueView ad.

Earned subscribers

The number of users that have subscribed to your channel after seeing the ad.

Earned views

The number of times a user watches subsequent videos on the YouTube channel or watch pages after seeing the ads.

Engagements

The number of clicks on interactive video elements such as teasers or expanding cards. Engagements are clicks that stay inside the video.

Engagement Rate

Engagements ÷ Impressions = Engagement Rate

eCPE

Cost for engagements: Calculated as Cost / Engagements

Competition Metrics

Impression share

The impressions received divided by the estimated number of impressions that were eligible to serve. This is also known as “win rate”.

Lost impression share (budget)

The percentage of time the ads weren’t shown due to insufficient budget.

Lost impression share (rank)

The percentage of time the ads weren’t shown due to poor Ad Rank in the auction.

Reach and Brand Metrics

Total Cookies

The number of unique cookies that were exposed to your ad over a given period of time. Cookies equal to browsers or devices.

Total Viewers (Cookies)

The number of unique cookies that viewed your ad over a given period of time.

Average Impression Frequency per Cookie

A average number of times your TrueView ad was shown to a unique cookie over a given time period.

Average View Frequency per Cookie

The average number of times that a unique cookie viewed your TrueView ad over a given time period.

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