TrueView campaigns

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: Easily track additional data, including standard VAST and Active View metrics. This data is available in Campaign Manager 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: See how YouTube traffic factors into your viewers' conversion paths. TrueView in-stream, bumper, and non-skippable data is included in Campaign Manager'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 Data Transfer files, allowing you to extract raw data and complete custom analyses.

Enhanced reporting data is available as of August 5, 2017. Data for the TrueView Views metric is available as of October 26, 2017, and Display & Video 360 cost data is available as of September 4, 2019.

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 TrueView in-stream, bumper, and non-skippable ads (video discovery ads aren't included):

  • 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 if you use it) and associate them to TrueView line items
  • The Reach report automatically includes data for TrueView in-stream, bumper, and non-skippable buys.

Reporting in Campaign Manager

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

For enhanced metrics to appear in Campaign Manager:

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

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

Limitations:

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

Category Metric Bumpers Non-skippable TrueView 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
Measureable 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 DBM Cost (Account Currency) Y Y Y
DBM Cost USD Y Y Y

* clicks are tracked separately using click trackers

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

For enhanced metrics to appear in Campaign Manager:

Limitations:

  • If you want to track clicks in Campaign Manager, 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 for Google Ads TrueView in-stream, bumper, and non-skippable buys

Category Metric Bumpers Non-skippable TrueView 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
Measureable 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

* clicks are tracked separately using click trackers

Reporting in Campaign Manager for YouTube reservations

For enhanced metrics to appear in Campaign Manager for YouTube-hosted and third-party hosted creatives:

Limitations:

  • If you want to track clicks in Campaign Manager, follow the standard process to add click trackers to your ads. 
  • The tracking ad you submit cannot contain any fourth-party redirects.
  • Embedding Campaign Manager impression tracking ads into third-party creatives will only track impressions and will not provide enhanced metrics.

If you host creatives in Campaign Manager, 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.

Enhanced metrics available in Campaign Manager for YouTube-hosted reservations

Category Metric
Standard VAST metrics Impression
Click
Start
First Quartile
Midpoint
Third Quartile
Complete
Skip
Pause
Mute
Unmute
Fullscreen
Close
Measurability Eligible Impressions
Measureable 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 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.

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