How to evaluate performance of audio ads

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

It is important to assess target audience reach and user interest in the audio.

Key metrics for audio performance
  • Views by quartiles — The number of completions of 25%, 50%, 75%, or 100% of the audio.

  • Percentage of views by quartiles — The number of completions of 25%, 50%, 75% or 100% of the audio, divided by the total number of audio impressions.
  • Average cost per view of 100% of audio (CPV) — The average cost per audio completion. It is calculated as the ratio of spending to the number of 100% audio completions.
Audience
  • Reach — The number of unique users who have listened to the audio ad. Calculation is based on the user's impression history on various devices (smartphones, tablets, and computers).
  • Average impression rate — The average number of ad contacts per user. It is calculated as the ratio of the number of audio completions to the reach.

How to create a report

Click the View statistics link on the campaign page. In the Report wizard, create a report:

Dimension
Choose “For selected period”.
Cross-sections

To view statistics on ad block formats, select the Type of inventory cross-section.

Columns

Select metrics:

  • Reach
  • Avg. impression frequency
  • Total expenditure (rubles)
  • Completed 25%, 50%, 75%, 100%
  • Percentage of 25%, 50%, 75%, 100% completed
  • Average CPM (rubles)
  • Average CPV for 100% completed (rubles)
  • Impressions
  • Clicks

In the report, you will see:

  • Media reach produced by advertising.
  • How well the audio engages the audience.
Note. For some parameters (e.g., 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.

View statistics in Yandex.Direct

How to make decisions based on statistics

Increase the number of served audio impressions
If the campaign isn't winning enough auctions for ad display, you can raise the CPM bid (for a manual strategy) or limit your average CPM (for an automatic strategy). Check the user profile: your ad may be too narrowly targeted.
Compare audio clips

Unlike performance campaigns, audio ads belonging to the same ad group are served uniformly. You can compare audios by the number of completions 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 audio.

How to improve advertising materials

See how effectively the audio engages the audience. The quartile view statistics show user interest in certain parts of the video. For example, if the majority of users have listened to a quarter of the video but the main message is in the middle, try to adjust your text. If an audio ad is interesting from the start, users are more likely to finish listening to it.

How to interpret statistics on clicks and conversions

Audio advertising, just like other types of advertising, can bring both traffic and purchases to your website. You can compare display campaigns by the number of clicks and conversions. However, keep in mind that reach and frequency are more important for display campaigns than clicks and conversions. It doesn't make sense to compare clicks and conversions with similar metrics of performance campaigns. Performance advertising runs on existing demand, while display advertising creates more interest in a “cold” audience.

Information about the audio audience

If you have used the Audio audience setting in Yandex.Audience, you can view detailed statistics. The following data is available for each segment of users:
  • Segment reach and user distribution by gender, age, and device type.
  • Online interests and categories of users (homemakers, students, parents, and so on).
  • Percentage of users in the segment who visited your site or completed Yandex.Metrica goals on it.

For more information, see the Help for Yandex.Audience.

View statistics in Yandex.Audience