How to evaluate performance of video ads

Impression statistics can help you evaluate the effectiveness of your ads. You can view ad campaign reports after your ads start being served.

  1. Which metrics to track
  2. Statistics on the campaign page
  3. How to create a report in the Report Wizard.
  4. How to make decisions based on statistics
  5. Information about the video audience

Which metrics to track

It is important to assess target audience reach and user interest in the video.

To analyze events that occurred after a video view, select the First impression from Yandex Direct cross-device or the “Last impression from Yandex Direct cross-device” attribution model. Learn more.

Key metrics for video performance
  • Views: Occurrence of one of the following events:
    • Viewing 100% of the video if the video is shorter than 30 seconds.
    • Viewing 30 seconds of the video if the video is longer than 30 seconds.
    • Click on the link to the advertiser site.
  • Views by quartiles — The number of views of 25%, 50%, 75%, or 100% of the video.

  • Percentage of views by quartiles — The number of views of 25%, 50%, 75% or 100% of the video, divided by the total number of video impressions.
  • Average cost per view of 100% of video (CPV): The average cost per video view. It is calculated as the ratio of spending to the number of 100% completed video views.
  • Mute or unmute clicks — The number of times “Unmute” and “Mute” were clicked.
  • Reach — The number of unique users who have watched the video. It is calculated based on the history of impressions on different user devices (smartphones, tablets, and PCs).
  • Average impression rate — The average number of ad engagements per user. It's calculated as the ratio of the number of views to the reach.

Statistics on the campaign page

Statistics are displayed on the campaign page. Under the settings section, you can find the general campaign statistics, with more detailed statistics on individual parameters shown below.

Under Ads, you can see the performance of each ad and compare your ads. To edit creatives or other settings, click Edit in the upper right corner of the section.

Graphs show statistics for the following parameters:

  • Gender and age of the audience that saw your ad.
  • Display regions.
  • Device type.

To go to the Report Wizard, click More → Campaign statistics.

How to create a report in the Report Wizard.

Click the View statistics link on the campaign page. In the Report wizard, create a report:

Choose “For selected period”.
Select “Last impression from Yandex Direct cross-device”.
Cross sections

To see the inventory used to serve the video, select the slice Type of inventory.


Select metrics:

  • Reach
  • Avg. impression frequency
  • Total expenditure (rubles)
  • Completed 25%, 50%, 75%, 100% of the clip
  • Percentage of 25%, 50%, 75%, 100% completed
  • Avg. CPM (rubles)
  • Avg. CPV for 100% completed (rubles)
  • Mute clicks
  • Unmute clicks
  • Impressions
  • Clicks
  • Conversions

In the report, you will see:

  • Media reach produced by advertising.
  • How well the video engages the audience.
  • How many conversions did the display ad attract? Learn more.
  • How users interacted with the video.
Note. For some parameters (such as audience reach), the system uses a statistical method to calculate metrics based on a sample of users. This lets you quickly get the parameter value for a large amount of data. This means that the value shown in statistics may somewhat differ from the actual value.

View statistics in Yandex Direct

How to make decisions based on statistics

How to increase video impressions
If the campaign isn't winning enough auctions for ad display, you can raise the CPM bid (for a manual strategy) or limit your average CPM (for an automatic strategy). Check the user profile: your ad may be too narrowly targeted.
How to compare videos

You can compare videos by the number of complete views and clicks: they show user interest in the video. Add the Ad/banner № cross-section and 100% completed and Clicks columns, and compare the metrics per video.

How to improve advertising materials

See how effectively the video engages the audience. The quartile view statistics shows user interest in certains parts of the video. For example, if the majority of users have watched a quarter of the video but the main message is in the middle, try to adjust your story. If a video is interesting and engaging from the start, users are more likely to watch it to the end.

How to interpret statistics on clicks and conversions

Video advertising, just like other types of advertising, can bring both traffic and purchases to your website. You can compare display campaigns by the number of clicks and conversions. However, keep in mind that reach and frequency are more important for display campaigns than clicks and conversions. It doesn't make sense to compare clicks and conversions with similar metrics of performance campaigns. Performance advertising runs on existing demand, while display advertising creates more interest in a “cold” audience.

Information about the video audience

If you have used the Gather audience by completion rate setting in Yandex Audience, you can view detailed statistics. The following data is available for each segment of users:
  • Segment reach and user distribution by gender, age, and device type.
  • Online interests and categories of users (homemakers, students, parents, and so on).
  • Percentage of users in the segment who visited your website or completed Yandex Metrica goals on it.

To learn more, see Yandex Audience Help.

View statistics in Yandex Audience

Have questions?

Attention. Our customer service department can only help you with the campaigns created under the same username you use to contact us. You can see your current login in the upper-right corner of the screen. Our team can access your data only when processing your request.

You can contact us from 10:00 to 19:00 (UTC+3) by phone:

Moscow: +7(495)780-65-20

Toll-free within Russia: 8(800)234-24-80, ext. 9


To access campaigns, a customer service specialist will need your PIN.