Measuring video performance with video analytics
So, you’re running your video campaigns and wondering how well they’re doing. By better understanding how well the YouTube videos in your video ads are performing, you’ll know what video content to focus on for your audience, and, in turn, can improve your video campaigns' performance.
If your YouTube and AdWords accounts are linked, you can monitor the following for any of your TrueView video ads:
- Video performance and viewer engagement on paid and non-paid views
- Percent of views and percent of cost of each video
- Audience retention of each video on paid and non-paid views
- YouTube demographics of each video
Make sure to link your YouTube channels to your AdWords account, so you can better monitor the performance of all the videos in your campaigns.
Video performance and viewer engagement
In “Performance and engagement”, you can see a visual summary of the actions taken by people after watching this video. Specifically, this report includes your video’s views, likes, shares, and subscriptions as a result of people watching this video.
With “All views,” you can compare the video’s paid views with its non-paid views while the video campaign was running. “Likes” represents the total likes of your video, across all views. Similarly, “Shares” shows you the total number of times people shared your video. With “Subscribes,” you can see the total number of times people subscribed to this video’s channel, while watching the video. By overlaying paid views, you can see how your paid promotion affects your video's overall engagement.
Percent of views and percent of cost of each video
If you’re running many video ads simultaneously, “Percent of views” and “Percent of cost” can help you understand a specific video’s contribution to the total views or total cost of either your account or a single campaign.
Audience retention of each video on paid and non-paid views
In “Audience retention”, you can see the average percent watched on all views of the video. For the chart, compare the performance of your video ad views and non-paid views. For example, if you notice that audience retention drops significantly at 50 percent for your video discovery ads, you might want to improve those parts of the videos or edit their length. By making your video content more compelling, people may be more likely to watch your videos from start to finish.
YouTube demographics of each video
The Demographics report shows you a breakdown of paid and non-paid viewership by age and gender ("Male," "Female," and "Unknown"). Consider showing ads only to those more likely to be interested in your products or services, for example, those of a certain age range or gender. Use this data to better refine your video ads’ targeting.