When you run video adgroups in Ads Manager, the following metrics are available within the reporting dashboard:
- Video Start - Number of times a user started the video.
- First Quartile - Number of times a user completed at least 25% of the video.
- Midpoint - Number of times a user completed at least 50% of the video.
- Third Quartile - Number of times a user completed at least 75% of the video.
- Video Complete - Number of times a user completed 100% of the video.
- VCR (Video Completion Rate) - Percentage of times the video played to the end. VCR is calculated as Video Completion rate = Video completes ∕ Video starts.
You can select the video metrics you want to report on through Column Picker:
Once your videos run, you'll get the number of views that reach each quartile: Start | First Quartile | Midpoint | Third Quartile | Video Complete
Each quartile is unique. A video can only be associated with one quartile based on its performance.
The sum of all videos is video starts, not impressions, since users can be impressed and close the video immediately, in which case there'd be no quartile events.
Video Completion Rate (VCR)
Video completion rate refers to the percentage of viewers who watched a video in its entirety. It is an essential metric for businesses and content creators who use video marketing as part of their strategy.
Here is where you will be able to find the VCR metric in Ads Manager:
1. In the Summary tab of the reporting dashboard, at any level (campaign, adgroup, creative), VCR was added to the Daily Trend, Day of the Week, Time of the Day, Day of the Week + Time of the Day, Reporting by Product, and Publisher Reporting reports. For these report the metric can be found on the graph, table data, and table export.
2. In the Location tab of the reporting dashboard, VCR has been added to the table data, and the export function.
3. In the Audience tab, of the reporting dashboard, VCR has been added to the Behavioral, Category, Brand Affinity, and Demographics reports. For these report, you'll find the metric in the graph, table, and table export.
Why is VCR Important?
Here are a few reasons why video completion rate is important:
- Engagement: Video completion rate is an indication of how engaged your viewers are with your content. If people are watching your video all the way through, it means they are interested in what you have to say or show. It is a good sign that your video is resonating with your audience.
- ROI: Video completion rate is an important metric when it comes to measuring the return on investment (ROI) of your video marketing efforts. If people are not watching your videos all the way through, it may be an indication that you need to change your content or your targeting to improve your ROI.
- Advertisements: For advertisers, video completion rate is a crucial metric. Advertisers pay for ad placements based on impressions and clicks, but video completion rate is a better measure of how engaged people are with the ad content (also, CTV ads are not clickable). A higher completion rate means people are more likely to remember the ad and take the desired action.
Overall, video completion rate is an important metric to track because it can provide insights into the effectiveness of your video marketing efforts and help you optimize your content for better engagement and ROI.