YouTube Performance Review
Unlocking the true business impact of YouTube
YouTube offers a wealth of campaign settings.
Choosing the right ones has a major impact on your business results.
But do you know which metrics to optimise to get the most out of your YouTube investments?
Connecting YouTube investments to real business outcomes is complicated.
Why?
Channel Synergies
Synergies or cannibalisation with other digital channels
Measurement Bias
Measurement bias against top-funnel campaign types
Cookie Deprecation
Deprecation of third-party cookies
Platform Complexity
The sheer number of optimisation settings on the platform
This means YouTube probably drives more value than you think, but your current tools may not be showing it.
The good news
With the latest measurement methodologies, we can now capture the full effect of your YouTube investment – including what happens beyond the clicks.
Measure the unknown impact of your YouTube investment
What is easy to measure on digital platforms?
- Google platforms allow you to track a wide variety of metrics impacted by your YouTube ads
- Based on cookies, Google estimates the direct impact on your digital target KPIs from YouTube
- You can evaluate creatives and formats against each other by comparing different metrics in GA4
What is difficult to measure on digital platforms?
- The total impact of your YouTube investment on direct and organic traffic
- Traffic with unknown source
- How YouTube impacts other digital platforms like Search, Meta, etc.
- Measuring your business's actual demand and optimising phasing to optimise ROI
- Applying local knowledge in the media strategy, such as pricing, events, etc.
Why are cookies and current measurement methods problematic
…when it comes to measure the impact from YouTube?
Only looking at the digital consumer journey
Other digital attribution models only account for the user journey online, without considering offline media or other factors.
Lack of exposure value
Clicks are often attributed a greater direct effect in measurement tools, while the exposure value is missing.
Effect measurement in silos
Effect measurement is divided into different digital ecosystems. This means that the same conversion is attributed again across systems.
Dependent on cookies and digital IDs
Effect measurement is based on cookies and identity-based keys. Without them, it is impossible to track the user across devices, browsers, and walled gardens.
YouTube is a complex buying platform with a lot of opportunities
Due to its strong impact on both upper and lower funnel performance, YouTube is one of the most complex channels to understand and optimise.
When doing campaign strategy for YouTube, you must consider:
What buying opportunities should you prioritise?
Device type
Format type
Which optimisation metrics should you focus on to align with your end goal?
Campaign KPI
- Video views
- Efficient reach
- Target frequency
- Non-skippable reach
- Conversions
- ... and more
Format type
Device type
- Skippable
- Non-skippable
- Bumper ads
- Shorts
- In-Feed video
- ... and more
Based on the latest measurement methodologies, it's now possible to measure the unknown impact of your YouTube investment
With Predictify's marketing optimisation platform PYXIS Incrementality, we let the historical performance on your desired business KPI's set the scene for the future YouTube strategy.
Maybe your top funnel awareness increases from a reach optimising campaign is the most efficient way to grow conversions
Maybe your conversion optimising campaign has a large impact on your direct traffic due to high-quality contextual targeting
Maybe you will discover something completely different, based on your first-party data instead of third-party cookies
It is now possible to deep dive into YouTube's full effect.
Get tailored key insights and detailed recommendations for your future YouTube campaigns, ready to implement
A YouTube Deep Dive from Predictify delivers clear and actionable recommendations ready to use, along with more detailed insights for the deep technical YouTube specialists. All based on your business objectives and data.
Example of key insights and detailed recommendations, ready to implement:
Total Impact of YouTube
YouTube campaigns have shown a positive impact on direct sessions, paid search activity, and organic sessions. The total business impact is generally underestimated by 23% in both in-platform and GA4 evaluations.
Devices & Formats
Non-skippable formats show high performance on connected TVs, while bumper ads show high performance on mobile.
Campaign Metrics
The attribution model has identified that campaigns with cost per view and target frequency as goal metrics systematically perform better.
Timing & Pacing
Significant potential in allocating more budget to the first two weeks following payday. March–June should be executed with a 25% higher budget than the remaining months.
Applicable recommendations in YouTube's platform
Based on the results and your preferred level of detail, the outcomes can be made directly applicable in whichever platform you use for setting up your YouTube campaigns.
You define the boundaries, and we create an optimal plan for your YouTube investment.
Let's Start a Conversation
Have a question or want to discuss how we can help your business? We'd love to hear from you.