YouTube is taking non-click conversion metrics to the next level with plans to make engaged-view conversions available by the end of the year.
YouTube Ads product manager Nicky Rettke said in a blog post that the Google-owned video site has been researching EVCs, which measure the conversions that take place after someone views at least 10 seconds of a skippable ad, does not click right away but converts within a set number of days.
She added that EVCs are a more robust way to measure conversions than view-through conversions, which measure conversions that occur after someone view an impression of an ad but fails to click.
Rettke noted that a study by Google and Talkshoppe found that 70% of respondents bought from a brand after seeing it on YouTube.
She
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