In plain English
The figure depends entirely on what the platform counts as a view. Two seconds on one platform, thirty on another, or a completed watch on a third.
That makes cross-platform comparison meaningless unless the definitions are aligned. A cheaper cost per view often just means a shorter view.
What to know
Spend over views
On the platform's definition.
Definitions vary widely
Two seconds to full completion.
Compare like with like
Or normalise to completed views.
Watch time matters more
Than the view count itself.
Why it matters
For video, completion rate and watch time tell you whether the creative worked. Cost per view tells you what the platform charged for a threshold it chose.
Common mistakes
×Comparing CPV across platforms with different definitions.
×Optimising for views rather than completions.
×Ignoring the first-seconds drop-off.
×Judging video advertising on views alone.
FAQs
What counts as a view?
It depends on the platform. Check the threshold before comparing anything.
What should I optimise for?
Completion rate or watch time, then conversions.
WRITTEN BY TARIQ SALLAM
Marketing Consultant. Entrepreneur. Content Creator.
I'm a marketing consultant, entrepreneur and content creator. I help businesses grow through practical marketing, websites, SEO, content and AI.
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