Enhanced YouTube tracking in Google Marketing Platform

You can use standard tracking ads to view data for your YouTube campaigns alongside the reporting for all of the other inventory you manage. This consolidated view of your media makes it easier to analyze and optimize campaign performance.

Across Google Marketing Platform, you can see:

  • De-duplicated conversion tracking in Display & Video 360: You're able to measure de-duplicated conversions across TrueView in-stream, bumper, non-skippable, and cross-exchange inventory.
  • Enhanced metrics in Campaign Manager 360: Easily track additional data, including standard VAST and Active View metrics. This data is available in Campaign Manager 360 for your Display & Video 360 or Google Ads TrueView in-stream, bumper, and non-skippable buys (including YouTube and Google video partner sites), and YouTube-hosted reservations buys.
  • Attribution data in Campaign Manager 360: See how YouTube traffic factors into your viewers' conversion paths. TrueView in-stream, bumper, and non-skippable data is included in Campaign Manager 360's attribution tools to help you compare different models of assigning credit to your campaigns.
  • Data extraction for custom analysis: TrueView in-stream, bumper, and non-skippable data is available in Campaign Manager 360 Data Transfer files, allowing you to extract raw data and complete custom analyses.

Learn more about the reporting available when purchasing YouTube inventory below.

Reporting available for Display & Video 360 TrueView in-stream, bumper, and non-skippable buys

Reporting in Display & Video 360

All Display & Video 360 users have the following reporting available for YouTube in-stream, bumper, and non-skippable ads*:

  • The General report shows de-duplicated conversions across TrueView in-stream, bumper, non-skippable, and cross-exchange inventory. You'll follow the process to create Floodlight activities in Display & Video 360 (or in Campaign Manager 360 if you use it) and associate them to YouTube & partners line items
  • The Reach report automatically includes data for TrueView in-stream, bumper, and non-skippable buys.
* Note that in-feed inventory in video action campaigns is included in reporting, but in-feed video ads bought on a Maximum CPV basis aren't.

Reporting in Campaign Manager 360

If you use Campaign Manager 360, you can select a Campaign Manager 360 tracking ad while setting up YouTube & partners line items. With this standard Campaign Manager 360 tracking ad serving on TrueView in-stream, bumper, or non-skippable ads, you’ll see enhanced brand metrics in Campaign Manager 360 and Data Transfer files. 

For enhanced metrics to appear in Campaign Manager 360:

The following additional steps are needed for Display & Video 360 cost data to appear in Campaign Manager 360:

  • In your Display & Video 360 partner, make sure the option to "Report Display & Video 360 cost to Campaign Manager 360" is selected in the Basic details tab. 
  • Campaign Manager 360 users must have the "View cost" permission in reporting to see this data. 

Limitations:

  • Click tracking is automatically included as part of Campaign Manager 360 tracking for YouTube ads purchased in Display & Video 360. You can manually assign a third-party click tracking URL, but you will lose the benefits of enhanced click and conversion tracking.
  • If Display & Video 360 dimensions are added to Campaign Manager 360 reports, clicks fields will be blank for YouTube & partners line items. Campaign Manager 360 placement dimensions are available for reporting.
  • Structured Data Files can't be used to append impression or click trackers from non-linked Campaign Manager 360 sites or third-party ad servers.

 

Enhanced metrics available in Campaign Manager 360 for Display & Video 360 TrueView in-stream, bumper, and non-skippable buys

Category Metric Bumpers Non-skippable in-stream
Standard VAST metrics Impression Y Y Y
Click Y Y Y
View  n/a n/a Y
Start Y Y Y
First Quartile Y Y Y
Midpoint Y Y Y
Third Quartile Y Y Y
Complete Y Y Y
Skip n/a n/a Y
Pause Y Y Y
Mute Y Y Y
Unmute Y Y Y
Fullscreen Y Y Y
Close Y Y Y
Measurability Eligible Impressions Y Y Y
Measurable Impressions Y Y Y
Viewable Impressions Y Y Y
Not Measurable Impressions Y Y Y
Impression Distribution (Not Measurable) Y Y Y
Impression Distribution (Not Viewable) Y Y Y
Impression Distribution (Viewable) Y Y Y
Audibility & Visibility Measurable Rate Y Y Y
Viewable Rate Y Y Y
% Visible at Start Y Y Y
% Audible and Visible at Start Y Y Y
% Visible 10 sec Y Y n/a
Impressions Visible 10 sec Y Y n/a
Impressions Audible and Visible at Completion Y Y n/a
Viewable Impressions Y Y Y
Not Viewable Impressions Y Y Y
% Visible at First Quartile Y Y n/a
% Visible at Midpoint Y Y n/a
% Visible at Third Quartile Y Y n/a
% Visible at Completion Y Y n/a
% Audible and Visible at First Quartile Y Y n/a
% Audible and Visible at Midpoint Y Y n/a
% Audible and Visible at Third Quartile Y Y n/a
% Audible and Visible at Completion Y Y n/a
% of First Quartile Impressions Visible n/a n/a Y
% of Midpoint Impressions Visible n/a n/a Y
% of Third Quartile Impressions Visible n/a n/a Y
% of Completed Impressions Visible n/a n/a Y
% of First Quartile Impressions Audible and Visible n/a n/a Y
% of Midpoint Impressions Audible and Visible n/a n/a Y
% of Third Quartile Impressions Audible and Visible n/a n/a Y
% of Completed Impressions Audible and Visible n/a n/a Y
Display & Video 360 Cost DV360 Cost (Account Currency) Y Y Y
DV360 Cost USD Y Y Y

Reporting available in Campaign Manager 360 for Google Ads TrueView in-stream, bumper, and non-skippable buys 

For enhanced metrics to appear in Campaign Manager 360:

Limitations:

  • If you want to track clicks in Campaign Manager 360, follow the standard process to add click trackers to your ads.

  • The tracking ad you submit cannot contain any fourth-party redirects.

Enhanced metrics available in Campaign Manager 360 for Google Ads TrueView in-stream, bumper, and non-skippable buys

Category Metric Bumpers Non-skippable in-stream
Standard VAST metrics Impression Y Y Y
Click n/a n/a n/a
View n/a n/a Y
Start Y Y Y
First Quartile Y Y Y
Midpoint Y Y Y
Third Quartile Y Y Y
Complete Y Y Y
Skip n/a n/a Y
Pause Y Y Y
Mute Y Y Y
Unmute Y Y Y
Fullscreen Y Y Y
Close Y Y Y
Measurability Eligible Impressions Y Y Y
Measurable Impressions Y Y Y
Not Measurable Impressions Y Y Y
Impression Distribution (Not Measurable) Y Y Y
Impression Distribution (Not Viewable) Y Y Y
Impression Distribution (Viewable) Y Y Y
Audibility & Visibility Measurable Rate Y Y Y
Viewable Rate Y Y Y
% Visible at Start Y Y Y
% Audible and Visible at Start Y Y Y
% Visible 10 sec Y Y n/a
Impressions Visible 10 sec Y Y n/a
Impressions Audible and Visible at Completion Y Y n/a
Viewable Impressions Y Y Y
Not Viewable Impressions Y Y Y
% Visible at First Quartile Y Y n/a
% Visible at Midpoint Y Y n/a
% Visible at Third Quartile Y Y n/a
% Visible at Completion Y Y n/a
% Audible and Visible at First Quartile Y Y n/a
% Audible and Visible at Midpoint Y Y n/a
% Audible and Visible at Third Quartile Y Y n/a
% Audible and Visible at Completion Y Y n/a
% of First Quartile Impressions Visible n/a n/a Y
% of Midpoint Impressions Visible n/a n/a Y
% of Third Quartile Impressions Visible n/a n/a Y
% of Completed Impressions Visible n/a n/a Y
% of First Quartile Impressions Audible and Visible n/a n/a Y
% of Midpoint Impressions Audible and Visible n/a n/a Y
% of Third Quartile Impressions Audible and Visible n/a n/a Y
% of Completed Impressions Audible and Visible n/a n/a Y

Reporting in Campaign Manager 360 for YouTube Programmatic Guaranteed deals

For enhanced metrics to appear in Campaign Manager 360 for YouTube-hosted creatives:

For enhanced metrics to appear for Campaign Manager 360-hosted creatives:

By using your existing workflows and a pre-fetch tag for your creatives, you'll continue to see enhanced brand metrics in Campaign Manager 360.

For enhanced metrics to appear in Campaign Manager 360 for third-party hosted VAST creatives:

Limitations:

  • Click tracking is automatically included as part of Campaign Manager 360 tracking for YouTube ads purchased in Display & Video 360. You can manually assign a third-party click tracking URL, but you will lose the benefits of enhanced click and conversion tracking.
  • The tracking ad you submit cannot contain any fourth-party redirects.
  • Embedding Campaign Manager 360 impression tracking ads into third-party creatives will only track impressions and will not provide enhanced metrics.

If you host creatives in Campaign Manager 360, there is no change to the metrics available. By using the existing workflow and a pre-fetch tag for your creatives, you'll continue to see enhanced brand metrics in Campaign Manager 360.

Enhanced metrics available in Campaign Manager 360 for YouTube Programmatic Guaranteed deals

Category Metric
Standard VAST metrics Impression
Click
Start
First Quartile
Midpoint
Third Quartile
Complete
Skip
Pause
Mute
Unmute
Fullscreen
Close
Measurability Eligible Impressions
Measurable Impressions
Not Measurable Impressions
Impression Distribution (Not Measurable)
Impression Distribution (Not Viewable)
Impression Distribution (Viewable)
Audibility & Visibility Measurable Rate
Viewable Rate
% Visible at Start
% Audible and Visible at Start
% Visible 10 sec
Impressions Visible 10 sec
Impressions Audible and Visible at Completion
Viewable Impressions
Not Viewable Impressions
% Visible at First Quartile
% Visible at Midpoint
% Visible at Third Quartile
% Visible at Completion
% Audible and Visible at First Quartile
% Audible and Visible at Midpoint
% Audible and Visible at Third Quartile
% Audible and Visible at Completion
% of First Quartile Impressions Visible
% of Midpoint Impressions Visible
% of Third Quartile Impressions Visible
% of Completed Impressions Visible
% of First Quartile Impressions Audible and Visible
% of Midpoint Impressions Audible and Visible
% of Third Quartile Impressions Audible and Visible
% of Completed Impressions Audible and Visible

Campaign Manager 360 traffickers

You can assign tracking ads to in-stream compatible placements. We recommend using in-stream placements with tracking ads for your YouTube buys so you can quickly spot these placements in your campaign hierarchy.  

By adding a tracking ad to a placement that serves on YouTube, you automatically unlock all of the metrics described above for your YouTube buys. You'll need to use the impression image tracking ad tag. 

By adding a tracking ad to an in-stream placement that doesn't serve on YouTube, you'll see metrics for impressions and clicks. This is the same functionality that currently exists for tracking ads on display placements.

Tracking ads are compatible with all placements using the vCPM cost structure, regardless of what site the placement is on.

YouTube auto-tagging

Whether tracking clicks using enhanced YouTube tracking or manually assigned Campaign Manager 360 click tracking URLs, it is recommended to enable YouTube auto-tagging for your advertiser. This ensures that conversions driven by clicks from YouTube ads are accurately counted. See Conversion tracking in YouTube campaigns for details.

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