Hey there, fellow marketers 👋! Are you overwhelmed with the plethora of video ad metrics available to you? Don’t worry - you’re not alone! With so many metrics, it’s easy to get lost in the data and miss the ones that truly matter for your campaigns. That’s why we’ve created this guide to help you understand the metrics that matter most. Let’s dive in, shall we?

Impressions and Reach 👀🌍

Impressions and reach are often the first metrics that come to mind when we talk about video ads. But what are they and how do they differ?

Impressions refer to the number of times your video ad was displayed on a screen to a viewer. This means that even if the viewer didn’t watch the entire ad, the impression is recorded as long as the ad was displayed.

Reach, on the other hand, refers to the number of unique viewers who saw your ad. This means that if a viewer saw your ad multiple times, it still only counts as one reach.

Both metrics are important to keep track of, as they give you an idea of your video’s visibility and potential audience reach.

An image of a graph showing the difference between impressions and reach

Viewability and Completion Rate 👀✅

Now that we know how many impressions and reach our video ads are getting, the next question is, are people actually watching them? Here’s where viewability and completion rate come in.

Viewability measures the percentage of your video ad that is visible on screen. A viewability rate of 50% means that half the video ad was visible on screen. A low viewability rate might indicate that your ad placement needs to be adjusted.

Completion rate measures the percentage of viewers who watched your entire video. If your completion rate is low, it might mean that your content is not engaging enough or too long.

Keep in mind that viewability and completion rate are interconnected. If your video ad is not viewable, you can’t expect a high completion rate.

An image of a video player with a completion bar

Engagement Metrics 🤝❤️

In addition to measuring how many people saw and watched your video ads, it’s also crucial to track engagement metrics. After all, the goal of video ads is to engage with your audience and encourage them to take a specific action.

Click-through rate (CTR) measures the number of clicks your ad received divided by its impressions. It’s a good indicator of how interested viewers are in your ad and whether it’s effectively driving traffic to your website.

Social shares are the number of times your video was shared on social media platforms like Facebook, Twitter, and LinkedIn. Social shares can help increase brand awareness and reach a wider audience.

Comments, likes, and dislikes are important engagement metrics to monitor, as they give you an idea of how viewers perceive your ad. Take note of what viewers are saying and adjust your ad if necessary.

An image of a social media post with likes, comments, and shares

Cost Metrics 💸💰

Finally, let’s talk about cost metrics. These metrics can help you determine whether your video ad campaigns are cost-effective and delivering a good return on investment (ROI).

Cost per thousand (CPM) measures the cost per 1,000 impressions. This metric is useful when comparing the cost-effectiveness of different ad placements and can help you adjust your targeting and bidding strategies.

Cost per view (CPV) measures the cost per view of your video ad. This metric is particularly useful for video campaigns with a specific objective, such as promoting a new product or service.

Cost per click (CPC) measures the cost per click on your video ad. This metric is important for campaigns that aim to drive traffic to your website.

An image of a stack of coins with a dollar sign

And that’s it! By focusing on these key metrics, you can better understand the effectiveness of your video ad campaigns and make data-driven decisions to improve them. Keep in mind that no single metric is the be-all and end-all - it’s essential to look at the bigger picture and consider how metrics work together. Happy tracking! 🎉

An image of a person looking at a computer screen with various video ad metrics