On average, have you seen VCR and CTR are inversely correlated? (When you click out on a video player, does that stop the tracking for quartile completions?)

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You should always have conflicting KPIs. All you have to do is ensure that your creative is so darned good that people will be itching to click on the video to learn more about the product but control themselves to watch the entire video.

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Yes - we see this all the time. Users that are clicking typically aren’t waiting until the end of the video to do so. If your video is generating a lot of clicks, it sees fewer completed views

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Is the role of video to drive clicks?

@D1 not necessarily but I’m trying to understand this trend from a technical perspective - if a users clicks on a video asset, does it end the quartile complete tracking (on average)

👌 I'd imagine lower VCR as a result of higher, yet unexpected CTR would be an acceptable result. Stop making your videos so darn clickable!

I would be reporting on the clicks as added value, not even considering rate. It shouldn’t be the objective

Yep, click out rarely allows video completion.

I think some YouTube ad units count a ‘view’ when the viewer clicks the video to go through to landing page no matter at which point that click happens. Thus, if the click happened anywhere on a 15 or :30 it would be counted as a complete view? I have to double check whether YT tracks the actual quartile completion for these particular ‘views'

You need to break the data out before you can analyze this... In order to test for correlation between VCR and CTR, you need data for each subset - i.e. if you want to test the correlation between CTR and VCR as it related to quantiles, then you need to subset by impressions or cookies by quantiles viewed, and map out the corresponding click values... Otherwise you can't know if a click happened before or after the video reaches its playback quantile. For example, if you want to test the correlation between CTR and solely whether someone completes the video or not, then you need a distribution across those that did watch the video to completion and those that didn't - it can't be derived from the aggregate media delivery...

And if you really want to understand the technical side, then dig into the source code of the tags, especially while interacting with the unit itself.

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