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Better Conversion Measurement For Video Ads On YouTube And Our Network

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From sparking an idea to helping people make that final decision, online video plays an important role in helping consumers make purchases. In fact, 70 percent of people say they bought a brand as a result of seeing it on YouTube. For advertisers, measuring video campaigns and conversions accurately has never been more important—or more complex—given all the different paths the consumer journey can take. 

That’s why we’ve been researching engaged-view conversions (EVC), a more robust non-click conversion metric. EVCs measure the conversions that take place after someone views 10 seconds or more of your skippable ad, but doesn’t click, and then converts within a set amount of days. EVCs are a more robust way to measure conversions than view-through conversions (VTCs), an industry standard that measures the conversions that take place after a person views an impression of your ad, but doesn’t click.

We’ve heard from advertisers that it can be challenging to assess the impact of video ad campaigns on conversions when you can’t compare across ad formats. That is why today we’re announcing that by the end of the year we will make engaged-view conversions a standard way of measuring conversions for TrueView skippable in-stream ads, Local campaigns and App campaigns. Our vision for the coming year is to give you more transparent reporting across both click and engaged-view conversions, aggregated and anonymously, and new configurability options for conversion measurement to make data-driven media decisions for your business.  

Engaged-view conversions are informed by incrementality studies

Our teams have run large-scale incrementality studies over the years that confirmed the causal impact of video ad campaigns were undervalued when considering clicks alone. Based on these studies, we found that most incremental conversions come from engaged users who are given the option to skip, but choose to watch your ad. In fact, over 60 percent1 of all skips on YouTube direct response in-stream video ads happen before 10 seconds. Therefore, the decision to watch 10 seconds of a skippable ad is a user choice that signals an ‘engaged-view’. When these engaged-views result in conversions within a set amount of days, engaged-view conversions are included in the conversion report.

The incrementality studies we ran also determined the default attribution window for engaged-view conversions. The default attribution window is tailored based on consumer behavior for each campaign goal and is set to three days for TrueView for action, two days for App campaigns for Install and one day for App campaigns for engagement. But you know your business best, and will be able to set the right attribution window based on your customers’ behavior and campaign goals in the coming year.

We look forward to seeing how engaged-view conversions can help you understand the value of your ads and grow your business as user behavior evolves and new viewing habits, devices and experiences become available.

Some of the mentioned features are in beta, contact your Google representative for more details.

1. YouTube data, Global, Dec 2019

Source: Official Google Webmasters Blog

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  1. Bernadette says:

    Wow, I didn’t know that majority of YouTube’s audience buy what they see 70% of the time. Without a doubt, YouTube, alongside its partner, Google, is dominating the digital marketing scene. Also, we have noticed the emergence of the advertisements embedded within the YouTube videos themselves; bloggers are now finding a way not to let the target audience opt to use the ‘skip video’ button when watching videos. There will always be a way to ensure that the target audience recognizes the advertisement, even for a brief second. For most companies, every second and click counts–as such, it could determine one’s decision to consume such product.

    1. Hi Bernadette, I agree with you that YouTube, in partnership with Google, has become a dominant player in the digital marketing space. It’s fascinating to learn that 70% of YouTube’s audience buys what they see, which highlights the potential for businesses to reach their target audience through video ads on the platform. You’re also right about the emergence of advertisements embedded within YouTube videos, which can be effective in capturing viewers’ attention and avoiding the “skip video” button. It’s crucial for companies to find ways to make their ads stand out while still ensuring that viewers recognize them as advertisements. I couldn’t agree more that every second and click counts when it comes to advertising, and it’s essential for businesses to make the most of those precious moments. The success of a marketing campaign can often hinge on those few seconds, and a well-crafted video ad that captures the audience’s attention can make all the difference.

  2. 70% of people buy after seeing it on Youtube? How can that be? Seems like a lot, but I guess it makes sense. People are researching things on Youtube more and more.

    1. Yes, Walter. It might seem surprising that 70% of people make a purchase after seeing a video ad on YouTube. However, it’s important to keep in mind that YouTube is the second-largest search engine in the world and has over 2 billion monthly active users. With the rise of influencer marketing and product reviews on YouTube, people are turning to the platform more frequently to research products and make purchasing decisions. Video ads on YouTube can be an effective way to reach your target audience and influence their buying decisions. It’s always a good idea to track your ad’s performance and make adjustments as necessary to optimize your conversion rates.

      Hope that helps clarify things!

  3. Video has a tremendously visceral effect on people that words can’t match. That, I believe, is a major component in the success of many YouTubers. This post will help content makers in increasing the earnings from your YouTube channel. Especially for those who have no idea what they’re doing!

  4. You’re absolutely right, Tyler! Video has a powerful effect on people and can communicate information and emotions in a way that words alone cannot. It’s one of the reasons why YouTube has become such a popular platform for content creators and businesses alike. The tips in this post can definitely help content creators increase the earnings from their YouTube channel, particularly if they’re new to video advertising. By tracking the right metrics and optimizing their ad campaigns, creators can improve their conversion rates and generate more revenue from their channel. Thanks for your comment and happy creating!

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