Google Ads video performance report template. Views, view rate, cost per view and how many watched to the end.
The Videos template lists each video in your ads with its views, impressions, view rate, average cost per view, spend and the share of impressions watched to 100%. It sorts by views and opens on the last 30 days.
- 1 card
- 6 columns, all shown
- Last 30 days
What is in the video performance report template? One table, one row per video.
Each row is named by the video's YouTube title.
Which accounts is the video performance report template for?
Accounts that run video ads on YouTube. A Search or Shopping account has no rows here.
The views are Google's TrueView views, the name Google Ads has given its Views column since October 2025. On a skippable in-stream ad, one counts when someone watches 30 seconds, or the whole video if it is shorter, or clicks an element of the ad. On in-feed and Shorts ads the bar is 10 seconds. Bumper and non-skippable ads earn no TrueView views, so their view rate and CPV stay blank. Judge them on impressions, spend and CPM.
How do you read a video performance report? Card by card, and what to do next.
View rate and cost per view
View rate is views divided by impressions. A low view rate on a skippable ad means people skip in the first five seconds. Look at the opening before you blame the targeting.
Compare cost per view only between videos in the same kind of campaign. Formats and bidding differ, and so do their prices.
Watched to the end, and the quartiles
Played to 100% is the share of impressions watched to the end. It is low on long videos by nature, so compare videos of a similar length.
The table shows the last quartile only. To see where people leave, add Key figures with Video played to 25%, 50%, 75% and 100%, which cover all your video ads together. A steep drop from 25% to 50% says the opening holds people and the middle loses them: bring the offer forward. A low 25% says the first seconds fail: show the product and the brand early.
What does a video performance report show on a made-up account?
Tamsin & Rowe
A made-up account, for illustration
Tamsin & Rowe, a made-up furniture maker, runs two 45-second cuts of the same film. Cut A opens in the workshop; cut B opens on the finished table in a family kitchen. Over 30 days:
Cut A, workshop
- Views
- 12,400
- View rate
- 21%
- Avg. CPV
- €0.06
- Played to 100%
- 9%
Cut B, kitchen
- Views
- 19,800
- View rate
- 33%
- Avg. CPV
- €0.04
- Played to 100%
- 14%
The kitchen opening wins on every column. Tamsin & Rowe moves the budget to cut B and briefs a 15-second version that starts on the same shot.
How do you change the video performance report template?
- Add Key figures above the table with Video played to 25%, 50%, 75% and 100% for the account's quartile curve.
- Sort by Avg. CPV: best first means cheapest first.
- Cut the rows to 10 for a client report, then send it: the PDF goes to up to 20 addresses at once.
Customize keeps the version for the workspace. The template itself stays as it is for the next account.
Questions about the Videos template.
Anything else? Ask Oppy in the product, or write to the team.
What counts as a view in this table?
A TrueView view, as Google Ads counts it. On a skippable in-stream ad, that is 30 seconds watched, the whole video if it is shorter, or a click on an element of the ad. In-feed and Shorts ads count a view at 10 seconds. YouTube's public view count is a different figure.
Why do some videos show no view rate or CPV?
Bumper and non-skippable ads are bought on impressions and earn no TrueView views. Their view rate and cost per view stay blank; read their impressions and spend.
Can I see quartiles for each video?
The table shows the share watched to 100% for each video. Played to 25%, 50% and 75% are available as Key figures for all your video ads together; per-video quartiles are in Google Ads.
What is a good view rate?
It depends on the format, the length and the audience. Compare your own videos with each other in the same campaign rather than against a general benchmark.
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