Google just announced the launch of a new Video Campaigns report in Google Analytics focusing on TrueView ads. Users will be able to use the report to see the “detailed effects” of their TrueView campaigns on their web traffic and revenue.
When it’s available, you’ll be able to find it under Acquisition > AdWords > Video Campaigns. Data will show up in the report after about 24 following your creation of an auto-tagged TrueView ad in AdWords.
“This report has the familiar look and feel of the other AdWords reports but includes TrueView-specific metrics like Paid Views, Cost Per View, and Website Clicks. There are also new metric groups like Engagement, which helps you understand how users engage with your video and your website,” says Google Analytics Product Manager Jon Mesh. “Using this newly available data, you can fine-tune your TrueView campaign settings to optimize for views, clicks, or goal conversions. You can also segment the reports by Ad Content or Video, helping you analyze the quality of your video creatives in the context of your website goals.”
“In addition, since TrueView ads are often more brand-focused, traffic they generate to your site will often be indirect traffic,” he adds. “In order to analyze this type of traffic, check out the new Google Display Network Impression Reporting pilot, which can help you understand conversions that resulted from unclicked impressions or video views. With this report, it’s possible to see how your TrueView ads are generating value beyond just direct clicks; you can dive deeper to understand how impressions, views, and clicks all contributed directly or indirectly to conversions on your site.”
The new report is rolling out to Google Analytics over the next few days.
Earlier this month, Google announced some upcoming changes to TrueView ads, which will go into effect on April 15th. More on those here.
Image via Google