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Google Ads Tutorials: Understanding YouTube for Action measurement

Google Ads Tutorials: Understanding YouTube for Action measurement


[light music] YouTube for Action is a combination of YouTube features
that allows you to focus on driving conversions. It includes: A specific video ad format called TrueView for action,
that makes it easy for your customers to take action. Intent based audience types
that help you reach the right people. As well as improvements to measurement in YouTube. In this video, we’ll explain conversion measurement in YouTube. We’ve made significant improvements
to how we measure YouTube including: Improving cross device measurement, adding cross YouTube web and app measurement, and improving conversion Attribution. To start running YouTube for Action,
you must setup conversion tracking. If you want to benefit from all
of the measurement improvements, it’s highly recommended to use
Google sitewide tagging to ensure that your conversion tracking
is accurate and futureproof. Once your conversion tracking is setup properly, it’s time to consider which conversions
to track and optimize towards. TrueView for Action is a performance oriented campaign, which means that your primary metric
should be your most important conversion action. These actions should be setup as conversions
in your “conversions” column so that the Smart Bidding algorithm will
optimize towards them. Let’s get started To define which conversion will appear
in the “conversions column”, go to “Tools” and “Conversions” Select your primary conversion and click “edit settings” Select include in “conversions” and check the box to include this conversion
in the conversions column. Make sure your other conversion actions
are not included in the “conversions” column. They will be shown in the “All conversions” column, since they can provide a more holistic view
of your customers conversion journey. Now that you know how and what to track, let’s dive into how conversions
are measured in YouTube generally, and in a Trueview for Action campaign specifically. In YouTube, conversions are counted
in the “conversions column” in 2 cases: One, when a user clicks one of the dynamic elements
that lead to your website and then later converts. Two, when a user views an “engaged view”
of your ad and later converts. Google recently improved YouTube for Action measurement by changing the conversion attribution
& definition for an “engaged view” in TrueView for action campaigns. In the past, a conversion was counted if first, a user watched 30 seconds of the video, or watched it until the end,
depending on whichever happened first. And second, the user converted
within 30 days from the engagement. This is still the way conversions
are counted in TrueView in-stream campaigns. Now, and only for TrueView for action campaigns,
a conversion is counted if first, a user watches 10 seconds of the video,
or watches it until the end, depending on whichever happens first, and second, the user converts within 3 days from the engagement. Please note that click attribution remains
unchanged at a 30 day window. Another important metric is the “View-through conversion” that you can find in the “View-through conversion” column. A View-through conversion is counted if
a user sees an ad for less than ten seconds, and then they convert within 1 day of the impression. This metric is important because even short ad exposure
can sometimes lead to a conversion. If you’re comparing your YouTube activity to other platforms
that include View-through conversions by default, it’s important that you look at the sum
of your conversions and View-through conversions when measuring performance. For more step-by-step videos on Google Ads implementation
and optimization, check out Google Ads Tutorials. If you have any questions, or for more information please visit Google Ads Help [music continues]

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