It is obvious that tracking definitive video ad performance, or any digital ad exposure can often be complex and this is because users might not significantly click through on the ad right away, however, may still be influenced towards conversion by that exposure.
However, there are different ways to estimate this, including overall exposure relative to conversion, anyhow, this week Google has announced that it is adding a new way to track video ad conversions, even if the user doesn’t initially click.
Moreover, Google says that by the end of the year it will make engaged-view conversions (EVCs) a standard way of measuring conversions for TrueView skippable in-stream ads, App campaigns, and Local campaigns.
In light of tracking video ad conversions, Google explains: “EVCs measure the conversions that take place after someone views 10 seconds or more of your skippable ad, but doesn’t click, and then converts within a set amount of days. EVCs are a more robust way to measure conversions than view-through conversions (VTCs), an industry-standard that measures the conversions that take place after a person views an impression of your ad, but doesn’t click.”
So it will work this way, EVC will keep tabs on those who’ve viewed your video ads, based on their IP or device tracking in, along with providing you with insight as to whether they’ve actually gone on to make a purchase after seeing your promotion or not.
That will provide more responsibility within your campaigns, besides new insight into what the results of your video ad efforts really are, along with how long it typically takes to see results.
This is a great way as it could lead to all new considerations in your process. For example, Google found out that “most incremental conversions come from engaged users who are given the option to skip, but choose to watch your ad”.
As per Google: “In fact, over 60% of all skips on YouTube direct response in-stream video ads happen before 10 seconds. Therefore, the decision to watch 10 seconds of a skippable ad is a user choice that signals an ‘engaged-view’. When these engaged-views result in conversions within a set amount of days, engaged-view conversions are included in the conversion report.”
Additionally, that expanded scope will bring a new prospect to your video campaigns, with the possibility to prove crucial in planning out the most efficient ways.