YouTube Measurement

Awareness Metrics:
├── Impressions: Ad shown
├── Reach: Unique viewers
├── Frequency: Views per person
└── CPM: Cost per 1,000 impressions

Engagement Metrics:
├── Views: 30s+ watched (or full if \<30s)
├── View Rate: Views ÷ Impressions
├── Watch Time: Total seconds watched
├── Avg View Duration: Quality indicator
└── Quartile Views: 25%, 50%, 75%, 100%

Action Metrics:
├── Clicks: CTA or card clicks
├── CTR: Clicks ÷ Impressions
├── Conversions: Goal completions
├── View-through conversions: No click
└── ROAS: Revenue ÷ Spend

Understanding the Funnel:
Impressions (1,000,000)
    ↓ View Rate: 25%
Views (250,000)
    ↓ CTR: 1%
Clicks (2,500)
    ↓ Conv Rate: 4%
Conversions (100)
    ↓ Value: $500 avg
Revenue ($50,000)
    ↓ vs Spend: $25,000
ROAS: 2.0x

Implementation:
├── Global Site Tag (gtag.js)
│   ├── All pages
│   └── Loads conversion linker
├── Event Snippets
│   ├── Conversion pages
│   └── Custom events
└── Enhanced Conversions
    ├── Hashed email/phone
    └── Improved match rates

Conversion Types:
├── Website purchases
├── Lead form submissions
├── Phone calls
├── App installs
├── Sign-ups
└── Add to cart (micro-conversion)

Click-Through Windows:
├── 1 day
├── 7 days (recommended)
├── 30 days
├── 60 days
└── 90 days

View-Through Windows:
├── 1 day (most conservative)
├── 3 days
├── 7 days
└── 30 days

Best Practice:
├── Align with buying cycle
├── 7-day click + 1-day view typical
└── Test attribution settings

What It Does:
├── Captures first-party data
├── Hashes before sending
├── Improves cross-device tracking
├── Recovers iOS tracking loss
└── Better audience matching

Setup:
├── Via Google Tag Manager
├── Via gtag.js modification
├── Via API upload
└── Requires privacy consent

Available Measurements:
├── Ad Recall
│   └── "Do you remember seeing an ad?"
├── Brand Awareness
│   └── "Which brands do you know?"
├── Consideration
│   └── "Which would you consider?"
├── Favorability
│   └── "How favorable is your view?"
├── Purchase Intent
│   └── "How likely to purchase?"
└── Brand Preference
    └── "Which brand do you prefer?"

Eligibility:
├── Minimum spend: Varies by region
│   └── US: ~$10,000+ per cell
├── Campaign duration: 7+ days
├── Minimum impressions: 1M+
└── Control group: Auto-generated

Setup:
├── Contact Google rep
├── Define measurement goals
├── Set baseline surveys
├── Run campaign
└── Review results (2-3 weeks)

Good Lift Results:
├── Ad Recall: +10-20%
├── Brand Awareness: +5-15%
├── Consideration: +3-10%
├── Purchase Intent: +2-8%
└── Cost per Lifted User

Optimization Actions:
├── Low recall → Improve hook
├── Low awareness → More branding
├── Low consideration → Better value prop
└── Low intent → Stronger CTA

Available Models:
├── Last Click
│   └── Credit to final touchpoint
├── First Click
│   └── Credit to discovery point
├── Linear
│   └── Equal credit across all
├── Time Decay
│   └── More recent = more credit
├── Position-Based
│   └── 40% first, 40% last, 20% middle
└── Data-Driven
    └── ML-based, Google recommended

Typical YouTube Role:
├── Introducer (top of funnel)
│   └── First touch often
├── Influencer (mid funnel)
│   └── Research and consideration
└── Closer (occasionally)
    └── Retargeting campaigns

Analysis Approach:
├── Compare models
├── Look at assisted conversions
├── Time lag analysis
├── Path length analysis
└── Top paths report

YouTube Contribution:
├── Direct conversions: 20-30%
├── Assisted conversions: 40-60%
└── Total influence: Higher than last-click shows

Integration Points:
├── Google Analytics 4
├── Marketing Mix Modeling
├── Third-party attribution
└── Conversion lift studies

Weekly Report:
├── Spend vs budget
├── Key metrics (views, VTR, CTR)
├── Top/bottom creatives
├── Audience performance
└── Action items

Monthly Report:
├── Full funnel metrics
├── Conversion analysis
├── Creative insights
├── Audience learnings
├── Competitive context
└── Recommendations

Quarterly Report:
├── Brand lift results
├── Attribution analysis
├── Incrementality findings
├── Strategic recommendations
└── Budget reallocation

Page 1: Executive Summary
├── Total spend & performance
├── Goal progress
└── Key wins/challenges

Page 2: Funnel Analysis
├── Awareness metrics
├── Consideration metrics
└── Action metrics

Page 3: Creative Analysis
├── Top performing ads
├── View rate by creative
└── Audience resonance

Page 4: Optimization
├── Audience insights
├── Placement performance
└── Recommendations

View Rate Benchmarks:
├── Entertainment: 35-45%
├── Retail: 25-35%
├── Technology: 25-30%
├── Financial: 20-28%
├── Automotive: 25-35%
└── CPG: 28-35%

CTR Benchmarks:
├── All industries: 0.3-0.5%
├── Retail: 0.4-0.6%
├── Technology: 0.3-0.5%
└── Remarketing: 0.6-1.0%

CPV Benchmarks:
├── US average: $0.10-$0.30
├── Competitive categories: $0.20-$0.50
└── Niche categories: $0.05-$0.15