How to evaluate the results of a video banner campaign in search results
You can view ad campaign reports after your ads start being served. Regularly review the statistics to evaluate the effectiveness of your campaign.
Which metrics to track
To analyze how well your display banner is performing, you need to evaluate its reach and how appealing it is to users.
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Impressions: Number of viewable ad impressions.
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Clicks: Number of clicks on the banner.
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Reach: The number of unique users who watched the video. The reach is calculated based on the history of impressions on different user devices (smartphones, tablets, and desktop computers).
- Average impression rate — The average number of ad exposures per user. It's calculated as the ratio of the number of views to the reach.
In addition, it's important to assess the video's appeal to users.
Key metrics for video performance
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Views by quartiles — The number of views of 25%, 50%, 75%, or 100% of the video.
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Percentage of views by quartiles — The number of views of 25%, 50%, 75% or 100% of the video, divided by the total number of video impressions.
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Average cost per view of 100% of video (CPV): The average cost per video view. It is calculated as the ratio of spending to the number of 100% completed video views.
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Mute/unmute clicks — The number of clicks on the Mute and Unmute buttons.
How to create a report
Click the View statistics link on the campaign page. In the Report Wizard, create a report with the following parameters:
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Parameter |
Setup |
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Dimension |
For selected period |
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Attribution |
Last impression from Yandex Direct cross-device |
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Cross sections |
Inventory type |
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Columns |
Choose:
|
In the report, you will see:
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Media reach generated by your ads.
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How well the video engages the audience.
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How many conversions did the display ad attract? Learn more.
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How users interacted with the video.
Note
For some parameters (such as audience reach), the system uses a statistical method to calculate metrics based on a sample of users. This lets you quickly get the parameter value for a large amount of data. This means that the value shown in statistics may somewhat differ from the actual value.
How to make decisions based on statistics
How to compare videos
Unlike performance campaigns, video ads in the same ad group are served evenly. You can compare videos by the number of complete views and clicks: they show user interest in the video. Add the Ad/banner № cross-section and 100% completed and Clicks columns, and compare the metrics per video.
How to improve advertising materials
See how effectively the video engages the audience. The quartile view statistics shows user interest in certains parts of the video. For example, if the majority of users have watched a quarter of the video but the main message is in the middle, try to adjust your story. If a video is interesting and engaging from the start, users are more likely to watch it to the end.
Information about the video audience
If you have used the Gather audience by completion rate setting in Yandex Audience, you can view detailed statistics. The following data is available for each segment of users:
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Segment reach and user distribution by gender, age, and device type.
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Online interests and categories of users (homemakers, students, parents, and so on).
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Percentage of users in the segment who visited your website or triggered completion of Yandex Metrica goals on it.
For more information, see Yandex Audience Help.
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