Ad rates report
The Ad rates report provides data on YouTube ad revenue, estimated monetized playbacks, cost per mille (CPMs), and ad impressions for the ads that run on your content. Use the report to assess how different ad types are performing over time relative to one another.
Note: The values in the Ad rates report will not match up to the numbers in the Revenue report. The Ad rates report shows gross figures (the amount the advertisers paid to run the ads). The Revenue report shows net revenue (the amount you will be paid), which factors in revenue sharing and fractional ownership.
See your Ads rates report
You can go directly to the Ad rates report or follow the steps below.
- Log in to your YouTube account.
- In the top right, select your account > Creator Studio.
- In the left menu, click Analytics > Ad rates.
How to use the Ad rates report
There are different ways to look at the Ad rates report since a single video playback can have multiple ad impressions (for example, a pre-roll ad and an overlay ad). You can look at impression-based metrics or playback-based metrics.
You can use the Ad rates report to see:
- Ad type: The format of the ad and its buying platform. This breakdown is only available for YouTube ad revenue and impression-based metrics.
- YouTube ad revenue: The estimated YouTube ad revenue from all Google-sold advertising sources for the selected date range and region. YouTube ad revenue is subject to month-end adjustment and does not include partner-served advertising. YouTube ad revenue should not be confused with earnings or net revenue, which factors in your share of ownership and revenue sharing agreements.
- Playback-based CPM (cost per mille): The estimated average gross revenue per thousand playbacks where one or more ads are shown. Only supports breakdown by geography and date.
- Estimated monetized playbacks: A monetized playback is when a viewer views your video (i.e., a view) and is shown at least one ad impression, or when the viewer quits watching during the pre-roll ad without ever reaching your video (i.e., an abandonment). Only supports breakdown by geography and date.
- Ad impressions: An impression is logged any time an ad is displayed to a viewer. There can be one or several ads per playback. For example, a video can show one skippable pre-roll ad and one display ad during the same playback resulting in two impressions.
- CPM (cost per mille): Effective cost per mille or the estimated average gross revenue per thousand served ad impressions, independent of the number of video playbacks on which they were shown.
Types of ads in the report
There are two ways advertisers place ads on YouTube:
- Running ads on YouTube that are bid on and priced through the AdWords Auction.
- Reserving a placement on the site through a YouTube Sales Representative or DoubleClick MediaVisor. This is called a Reserved Media Buy.
You can use the Ad rates report to see information on the following types of ads:
- Display ads (Auction) include rich media, image, or display ads that appear either as an overlay on the bottom of the video, as a 300x250, as a video unit in the list of recommended videos, as a sponsored card, or a combination. These are sold to advertisers via the AdWords auction.
- Display ads (Reserved), also called Banner ads, are 300x250 banner ads which appear to the right of the main video.
- Non-skippable video ads (Auction) are in-stream video ads that can run before, during, or after your video. These non-skippable ads are sold to advertisers via the AdWords Auction.
- Bumper ads (Auction) are 6-second in-stream ads that can run before the main video. These non-skippable ads are sold to advertisers via the AdWords Auction.
- Non-skippable video ads (Reserved) are in-stream video ads that can run before, during, or after your video. Reserved non-skippable ads are sold to advertisers as Reserved Media Buys.
- Skippable video ads (Auction) are in-stream ads that are inserted before or during the main video. Viewers can choose to skip these video ads after five seconds. These ads are sold to advertisers via the AdWords Auction.
- Skippable video ads (Reserved) are in-stream ads that are inserted before or during the main video. Viewers can choose to skip these video ads after five seconds. These skippable video ads are sold to advertisers as a Reserved Media Buy.