Measure the ROI of YouTube ads
1. Consider the impact of video views or impressions, instead of focusing on interactions alone.
A video view without a click can still lead to sales. Google’s default attribution settings can attribute any interactions with your ads to conversions within a 30-day window, as well as video views, without interactions, to conversions that happen within a three-day window, as long as the viewer watched at least 10 seconds of your ad. These timeframes can also be customized if you want a longer or short attribution window.
2. Generate predefined reports in Google Ads to show conversions from your YouTube Ads.
Keep in mind that these reports only track last click attribution. Navigate to your Reports dashboard and click View all. Next, navigate to Conversions, select Conversion source, and filter for conversions attributed to your YouTube Ads.
3. Use YouTube Studio to analyze video performance and refine your paid campaigns.
Assessing metrics like which device types generate the most or least views, which videos have the longest or shortest watch times, and which videos have the most end screen clicks, can help you better refine your paid campaigns. Navigate to your Analytics dashboard and click Engagement to view engagement metrics.
4. Check how impressions affect interactions and watch time, when working on a top-of-funnel ad campaign.
Navigate to your Analytics dashboard and click Reach to find out more about how video impressions affected watch time.