Google Rolls Out Analytics Reporting For YouTube TrueView Ads
Google is beefing up the reporting for TrueView video ads in Google Analytics. Advertisers manage YouTube TrueView ads through AdWords for Video. Rolling out over the next few days, the new Video Campaigns report will be found under the AdWords section in the Acquisition menu in Analytics.
The report includes TrueView-specific metrics like Paid Views, Cost Per View, and Website Clicks and metric groups such as Engagement, for insights on how users engage with both a video and the corresponding website. The report can be segmented by Ad Content or Video.
In order to measure the indirect traffic generated from branding-oriented display and video campaigns, Google is still piloting the Google Display Network Impression Reporting. This report is designed to show the conversions or actions that resulted from un-clicked impressions or video views. You can sign up for the limited white list here. The report displays within the Multi-Channel Funnels section under the Conversions menu in Analytics when enabled.
Last week Google also announced it will be changing how advertisers manage network targeting for TrueView ads as well as reducing the number of TrueView ad formats from three to two: in-stream, which display as pre-roll in other YouTube videos and in-display which show up as thumbnails in YouTube search results, alongside related videos or on the Google Content Network.