Cost per view (CPV)

Cost per view (CPV)

The cost per view is an important PPC metric helping you have an idea of your advertising costs per number of views.


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    Templates using this KPI

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    Integrations using this KPI

What is cost per view?

The cost per view (CPV), also called average CPV, CPV cost or cost per completed view CPCV is a video marketing term used to know the cost per completed views. It’s a pricing model for video campaigns where you pay for a view of your video ad. A view is counted when a viewer watches at least 30 seconds of your ad (or the complete duration if shorter) or if the viewer interacts with the ad.

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How to calculate cost per view

To calculate CPV, divide the cost of a video advertisement by the total number of views. For example, if you spend $5,000 on your video ad campaign and your total number of views is 10,000, then the CPV is 5,000/10,000= .05

Cost per view formula (CPV calculator)


Cost per view = total cost / number of views

What is a good cost per view?

A good average cost per view goes anywhere between 3 cents to 30 cents per view, of course, it all depends on the industry, the campaigns, the type of video ad you have, etc.

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What is a bad cost per view?

A bad cost per view would probably be more than what your advertising budget allows. Keep in mind that a view is not a sale, so if you’re doing video ads to get conversions, cost per views are not your number one metric to track and the cheaper the better. However if you track cost per views for your brand awareness, the question to ask yourself is how much you’re prepared to pay for each pair of eyes to look at your ad.

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Cost per view best practices

Optimize your cost per view with these best practices.

Cost per view best practices

step 1 icon Track alongside other metrics

It’s important to track other digital marketing metrics alongside your CPV such as cost per mille (CPM) click-through rate (CTR), average cost, cost per click, average CPM, ad spend, and conversion rate. This way you can have a better overview of what works best and why. For example a video ad campaign can have a very low cost per view, but also a very low click-through rate, or low video views which doesn’t mean great results for your bottom line.

step 2 icon Optimize your video ad campaigns

Make sure your video advertising campaigns are directed to the right target audience and demographic, that you have a good call to action, that the format works well for the type of ads, that you optimize the landing page etc. Make sure you also post ads on the right channels from display ads to social media, YouTube, Adwords, google search display network, Linkedin, so that a large number of people from your target audience can be reached.

step 3 icon Take brand awareness into consideration

When it comes to video views, brand awareness is one of the major components. So of course the cost per view in that case is even more important than the cost per click (CPC). Online advertising is filled with different metrics and you may be tempted to only take ROI or clicks as performance indicators to know if your ads worked. In the case of video views however, having eyes on your ad is just as important, so this metric should be used with brand awareness in mind.

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