This article is about Google Analytics 4 properties. Refer to the Universal Analytics section if you're still using a Universal Analytics property, which will stop processing data on July 1, 2023 (July 1, 2024 for Analytics 360 properties).

[GA4] Measure engaged-view conversions from YouTube

Measure when someone converts within 3 days of viewing a YouTube video

An engaged-view conversion (EVC) indicates that someone watched a YouTube video for at least 10 seconds and then converted on your website or app within 3 days of viewing the video.


To measure engaged-view conversions, follow these steps:

  1. Link your Google Ads account to allow data to flow between Ads and Analytics
  2. Activate Google signals to collect data from users who enabled ads personalization and are signed in


The Engaged-view conversion events are available throughout Analytics (for example, in the audience builder) and in reports where the ad network type is an available dimension (e.g., Conversions detail reports, Google Ads Campaigns, User acquisition).

When you configure your property, Analytics records the source / medium for YouTube EVCs as "google / cpc" and the campaign as the associated YouTube campaign.


YouTube EVCs are not available in all Google Ads accounts

This feature is not currently available to very large Google Ads accounts, but we're developing a solution. Contact support for more information.

Different counts for events depending on reporting identity

Currently, the first_open and first_visit conversion events can be counted differently in the individual Conversions > first_open/first_visit reports and in other reports that provide event counts, depending on which reporting identity you're using for the property.

When you use:

  • By User-ID and device, all first_open/first_visit events for a user are associated with the first date in a date range in which they were triggered
  • By device only, all events are associated with the dates on which they were triggered
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