The share of video ad impressions that turned into paid views. Google describes it as similar to CTR, but counting views instead of clicks.
Formula
View rate = views ÷ impressions
Example
Meera's YouTube ad had 50,000 impressions and 10,000 views, so the view rate is 10,000 ÷ 50,000 = 20%. A new 15-second edit could be compared against it.
How you'll hear it
“The new edit has a better view rate, so people are sitting through more of it.”
Don't confuse it with
- View-through conversion: an action someone takes later after seeing, but not clicking, an ad. Despite the similar name, it is not the same as view rate.
- CTR: counts clicks, not views.
Related terms
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Sources
- TrueView view rate: Definition, Google Ads Help
- About YouTube ads and view metrics, Google Ads Help