YouTube campaigns

Conversion tracking in YouTube campaigns

You can measure de-duplicated conversions across TrueView in-stream, bumpers, and cross-exchange inventory with enhanced tracking for YouTube
Due to differences in cookie and device ID settings, advertisers may see fluctuations in delivery and performance when cookies or device ID are unavailable. In some situations Display & Video 360 uses machine learning and historical data to model conversions.

About conversion tracking for YouTube

It's important to note that conversions in YouTube campaigns are counted differently than other types of line items in Display & Video 360.

YouTube & partners line items

Unlike other types of line items which require you to select a Floodlight activity to use for conversion counting, YouTube & partners line items automatically use any of the YouTube-enabled Floodlight activities that exist for your advertiser to count conversions. For information on enabling your Floodlight activities to count YouTube conversions, see Set up conversion tracking for YouTube inventory. View-through-conversion (VTC) reporting is not available for desktop but is supported for mobile.

TrueView video discovery ads attribute a conversion when the billable event (a view/click) is reached and a conversion occurs on the advertiser’s website. 

Reporting on conversion events for YouTube & partners line items

Attribution data for YouTube & partners line items is available in two reports in Display & Video 360: the YouTube conversion report and standard reports. There are different dimensions and metrics used in each report that reflect different attribution models. It’s important to keep this in mind when you view data from each report.

Standard reports

About these reports: Standard reports are your source for cross-media measurement in Display & Video 360 based on the Floodlight attribution model.

Popular metrics: Conversions

Tips for using this report: You can use the standard reports to see consistent cross-channel measurement based on Floodlight attribution.

YouTube conversion report

About this report: The YouTube conversion report shows metrics that are unique to YouTube & partners line items, such as YouTube Conversions. These metrics are not available in other report types in Display & Video 360. The YouTube-specific metrics in this report do not take into account any other type of media you’re purchasing through Display & Video 360.

Popular metrics: YouTube Conversions

Tips for using this report: The conversion data from this report is used to optimize YouTube video action campaigns. We recommend using this report to look at performance data for YouTube video action campaigns in order to optimize your bidding strategy.

If you enable line item-specific conversions goals, the YouTube Conversions metric will only include the selected YouTube-enabled Floodlight activity. View-through conversions in the YouTube conversion report will show all YouTube-enabled Floodlight activities at the advertiser level.

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