Video Ads: Metrics, View Definitions, and Conversion Attribution Across YouTube, Meta, and TikTok
Video advertising is one of the most effective digital marketing strategies to emotionally and visually connect with audiences. However, understanding how platforms like YouTube, Meta (Facebook/Instagram), and TikTok count video views, engagement metrics, and conversion types can often be confusing for advertisers.
This article offers a comprehensive guide to how video ad metrics work—including view definitions, conversion logic, and platform-specific differences—to help marketers accurately measure performance and build cross-platform strategies based on reliable data.
What Is a ‘View’ in Video Ads and How Is It Standardized?
What Is a Video Ad View?
A “view” in video ads is the minimum interaction considered sufficient to indicate the user has “watched” the ad. However, each platform defines it differently, which is crucial to understand for accurate performance evaluation.
Importantly, a “view” is more than just a play—it’s an initial signal of audience engagement with the content.
View Definition by Platform
| Platform | View Definition |
|---|---|
| YouTube | User watches ≥30 seconds or clicks interactive elements |
| YouTube Shorts | Viewed ≥10 seconds or the full duration if under 10 seconds |
| Meta (Facebook/Instagram) | Video autoplays in-feed for ≥3 seconds |
| TikTok | View is counted as soon as the video begins to play—even if only 1 pixel and <1 second; often equated to impressions |
-
YouTube View = Intent to Engage
-
TikTok View = Quick Exposure Signal
-
Meta View = Brief Attention Signal
Pixel Visibility & Viewability Impact
A view is counted based on how many pixels are visible and for how long—known as viewability, which indicates how effectively the ad appears on screen.
| Platform | Viewability Standard |
|---|---|
| YouTube | ≥50% of video area visible for ≥2 seconds (MRC standard) |
| Meta | Same as YouTube (MRC-compliant) |
| TikTok | ≥1 pixel, even for a fraction of a second; not MRC-compliant (as of June 2025) |
TikTok’s aggressive view counting can be misleading without context, hence it’s important to combine with metrics like 6s View Rate or Engaged View for quality assessment.
What Is MRC?
MRC (Media Rating Council) sets minimum standards for digital ad visibility.
MRC video standards:
-
At least 50% of video pixels must be visible
-
For at least 2 continuous seconds
YouTube and Meta follow MRC; TikTok does not but offers alternative metrics like 2s View, 6s View, and 100% Completion to aid quality assessment.
How Are Video Views Paid for on Each Platform?
YouTube / Google Ads
| Buying Option | View Criteria | Best Use |
|---|---|---|
| TrueView (CPV) | Pay when watched ≥30s or clicked | Brand awareness |
| Shorts View | Counted at ≥10s | Vertical reach |
| vCPM | Pay per 1,000 MRC-compliant views | Broad exposure |
| Target CPA | Optimized for conversions | Conversions (signups, purchases) |
| Maximize Conversions | AI chooses placements | Performance marketing |
TrueView In-stream is most popular and only charges when engagement happens.
Meta (Facebook/Instagram)
| View Type | Definition | Purpose |
|---|---|---|
| 3-Second View | Played ≥3s | Initial engagement |
| 10-Second View | Watched ≥10s | Deeper attention |
| ThruPlay | Watched ≥15s or full video (<15s) | High-quality views |
| 2-Second Continuous | Uninterrupted ≥2s | MRC compliant |
Meta encourages ThruPlay for efficiency and uses 7-day click + 1-day view by default for attribution.
TikTok Ads
| View Type | Criteria | Purpose |
|---|---|---|
| Impression-Based | ≥1 pixel autoplay | Default view |
| 2s View | Played ≥2 seconds | Basic attention |
| 6s Focused View | ≥6s or interaction | Stronger engagement |
| 100% Completion | Watched full video | Retention |
| Engaged View (EVTA) | ≥6s view, no click, then convert | Conversion without click |
Many advertisers prefer 6s Focused View for meaningful impressions. EVTA tracks conversions after viewing but without clicks.
Types of Video Ad Conversions
1. Click-Through Conversion (CTC)
-
User clicks the ad and converts within attribution window.
-
Google: 30 days (adjustable)
-
Meta: 7 days (default)
-
TikTok: 7 days (up to 28)
-
2. View-Through Conversion (VTC)
-
User views (no click) and converts within the window.
-
Google/Meta/TikTok: Default 1-day view
-
3. Engaged View Conversion (EVC/EVTA)
-
User watches for significant time, no click, then converts.
-
Google: ≥10s view, converts in 3 days
-
Meta: Optional, ≥10s + 1-day conversion
-
TikTok: EVTA, ≥6s view + 1–7 day conversion
-
Example:
| Conversion Type | Sarah’s Action |
|---|---|
| CTC | Clicked Instagram ad and bought |
| VTC | Viewed TikTok ad, didn’t click, searched and bought |
| EVC | Watched YouTube ad ≥25s, no click, bought 2 days later |
Understanding Attribution in Video Ads
Attribution decides which interaction gets credit for a conversion.
Common Attribution Models
| Model | Description |
|---|---|
| Last Click | Last click before action gets credit |
| Last Touch (View) | Last interaction (click or view) counts |
| Engaged View | Counts significant view without click |
| Data-Driven Attribution (DDA) | Machine learning distributes credit |
Platform Defaults
| Platform | Attribution Model | Customizable? | Highlighted Model |
|---|---|---|---|
| 30d click / 1d view / 3d engaged | ✅ | Data-Driven | |
| Meta | 7d click / 1d view | ✅ | Last-Touch |
| TikTok | 7d click / 1d view | ✅ (up to 28d) | Click > EVTA > View |
Comparable Metrics: Demand Gen Campaigns
Demand Gen is YouTube’s campaign type modeled after social ad platforms like Meta and TikTok, using:
-
YouTube Feed
-
Shorts
-
Discover
-
Gmail
Standardized Cross-Platform Metrics
| Metric | Demand Gen | Equivalent |
|---|---|---|
| 3-Second View | ≥3s played | FB 3s, TikTok impression |
| 10-Second View | ≥10s or full video | Meta ThruPlay, TikTok Focused View |
| CTC | Click + conversion | Same across platforms |
| EVC | ≥10s view + convert in 3 days | TikTok EVTA, Meta Engaged View |
About Doxadigital
After understanding how YouTube, Meta, and TikTok handle views, engagement, and conversions, the next question is: who can help you run cross-platform video campaigns effectively and measurably?
That’s where Doxadigital comes in.
As a seasoned digital agency, we help brands and businesses like yours design, manage, and optimize video ad campaigns—on Google Ads, TikTok Ads, and Meta Ads—with a data-driven and performance-focused approach.
📞 Contact: +62 812 8888 3692
📧 Email: [email protected]
Viktor Iwan adalah CEO dan pendiri Doxadigital Creative Digital Agency. Dia juga merupakan pembicara dan pelatih publik dalam berbagai acara pemasaran digital seperti “Social Media Week”, “Tech in Asia”, “WordCamp”, “SEOCon”, “QuBisa Bootcamp”, dan “Google Agency Bootcamp”. Viktor Iwan memiliki sertifikasi Google Ads, Facebook Lead Trainer, Facebook Media Buying and Planning, dan Google Analytics. Dia juga menjadi salah satu dari 5 Product Expert Google Ads asal Indonesia oleh Google Inc. Viktor Iwan juga memiliki website pribadi di viktoriwan.com.
Latest Articles
