Quick Description = The number of times your video ad has been seen for either 30 seconds or the full length of the video ad
Referred to as = Views
This refers to YouTube ads only and is represented by a whole number. With TrueView accounts, each video ad view counts towards your public YouTube view count. Views only apply to TrueView Video Ads and are both the primary metric and the metric used for billing for this ad format. Consequently you will only see this metric if you have a video campaign active in AdWords.
A ‘view’ differs from impressions and is calculated in a unique way. To qualify as a view, either of the following criteria must be met:
- The viewer watched 30 seconds of the video ad
- The viewer watched the whole video ad
Depending on the length of the video ad, you will be charged when one of the above conditions are met first. You will often find that the 100% ‘Video Played to’ metric is very close to the total views unless your video ads are longer than 30 seconds.
Views are widely regarded as a more valuable metric to advertisers than impressions, as with an impression there is no guarantee that the user saw or payed attention to the ad… With views, the user will typically be much more likely to have seen the ad and more importantly have wanted to see it.
Most people will click “skip” when they do not want to see an ad, those that do not are hence much more likely to be engaged users.
You may also be interested in reading some of the following guides relevant to Views:
- CPV (Cost per View)
- View Rate
- Video Played to (25%, 50%, 75%, 100%)
- Earned YouTube Metrics