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 for to get the most out of your YouTube investments?

Connecting YouTube investments to real business outcomes is complicated.
Why?

  • Synergies or cannibalisation with other digital channels

  • Measurement bias against top-funnel campaign types

  • Deprecation of third-party cookies

  • 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?

  • The 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?

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?

  • Impressions, Reach, CPM, Views, View rate, Brand lift, CTR, Engagements, etc.

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, 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:

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.

Get in touch for tailored sales and marketing solutions

Curious about how we can help improve your sales and marketing performance? On YouTube?

Feel free to reach out – we’ll respond promptly.