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0:00 Intro

0:37 How to Measure Your YouTube Ads Performance

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YouTube is expensive.

YouTube takes a long time.

I still think as solutions A, as a company that we don't really go after YouTube

too much unless we A, give it six months.

B is just a permanent fixture that no one really closely measures.

Like you're not gonna get a question a week about the client

saying, but what's YouTube?

So it's usually reserved for higher spend clients because out of the grand scheme

of things in the last 30 days, out of the 42 K that we've spent in this, only

1500 of that was top of funnel YouTube, and 1500 top of funnel YouTube shorts.

Here that it's three grand of 41.

No one's gonna care about that.

They're now at this level, they're simply looking for cac, L t v, bros.

they're just simply measuring the overall effic efficacy of the account.

YouTube works well.

It just takes a long time, sometimes two and a half to three months.

I do not look at YouTube in nor Beam, ever, So that's something

that you have to know is I do not look at YouTube in nor Beam at.

YouTube, click in views in nor Beam is incorrect.

I had a joke with a client this last week with this client here, and I said, on

clicks only, you see I have 700 and 1100.

So I made a 1.62 on clicks only.

I know there's better things happening than the people simply just clicking on

the YouTube ads, but it's interesting that we're still getting a better and better,

better C even when we're spending more on Google and spending more on YouTube.

Good.

we know this is a thing here.

If you look at click and views, and I made this joke, watch a

YouTube, what goes from a 1.62 to a.

And I joked around with the client and I said, if I look at Nor Beam's click and

view, I am a man that lived 2000 years ago with long hair that walked on water.

And he just starts laughing cuz he is like, yeah, that's not true either.

it's probably close, but how do you actually measure this?

You don't.

You really can't.

Not inside of here, because what nor Beam is going to do is they're

simply going to steal from places where they can't really know.

this, the functionality of, as I know Sava, you said, how

do you look at it in nor Beam?

this is one of the things that I use.

I'm gonna change this from clicks only to click and views, and now

we're gonna compare a couple things.

organic 11.

And organic five bucks.

So that 11,000 was just stripped of organic and given completely,

equally to YouTube and Facebook.

It could be 99% YouTube or 99% Facebook, doesn't matter.

Hack it in half What we're trying to say is, Hey, we had 4,000 people new that came

to the site from organic and it made $5 either scenario, whether it was actually

all YouTube or was actually all organic.

That's not a scenario that has taken place ever in the history of time.

New visits, which an attribution tool says did not come from

anywhere else, but yet has just completely stripped all the revenue.

How does that.

the click and views is broken.

It does not work well.

You can use it if you can prove it.

I never use it because I will take the YouTube spend here and say, well,

when I doubled it, this went down.

Why?

Well actually, Facebook had a bad week.

So that went down.

So if you cannot prove it by scale, it's fake.

Very simple.

Now, the Google Ads, we're running primarily shopping.

We're running shopping heavy, and click and views means all of our brand

campaigns are stripped and given back to something else, Facebook and YouTube.

That's why this is false here.

But if I can say click and views, And I can see a 3.74 mer when they

add 25% and get 35% more in revenue.

And I'm not, taking brand into consideration.

And our cat got better and we see more attribution here.

Good.

Like this is something that is scalable and the client's happy and we're growing.

Beau, you two, how I look at this here is I only look at a few things.

One, I look at the point in where Google starts to scale.

And I always count a 30 day gauge view conversion if I know that the

traffic targets as cold as possible.

YouTube Shores, for example, this one really uh, started on the 5th of

January, so we're still too early.

We really have to give this 90 days because you're gonna see this happen,

which is the time, week, over week, we're gonna start to see more conversions.

Now what are these conversions though?

These are a combination between click and engage.

Is it true?

Probably.

Is it helping?

It's scaling so sure.

it's gotta be doing some good somewhere.

The people that are in our cold traffic targeting, if they're seeing the ad,

and then ultimately going and purchasing later, either buy a click or buy a view.

YouTube shorts eight conversions on click 11, conversions on gauge view.

Perfect.

Nailed it.

Exactly.

I need to have click and I need to have you.

I will not trust only view because if no one clicks, that's

a misinterpretation of that data.

So you need to have clicks and you need to have views.

You have to have those two things.

Otherwise, Google will not scale and nor Beam will be only attributing Facebook.

And now your revenue is completely fake cuz it's all Facebook and.

Nor Beam is incorrect and to the client don't know what you're doing.

So that's where taking nor Beam's data is a little bit more, dangerous because

if you take only Nor beam data that's algorithmically closer to the type of

general traffic that usually comes from proactive channels, you can't scale.

So that's just good way to measure that.

Now, YouTube, top of funnel.

This one's a flip out of 31 conversions, 24 clicked, and

only seven in clicking page view.

Doesn't matter.

Both of these will get better.

So over a course of time, I don't even remember when we started YouTube here.

The clicks here, you see the conversions.

And then it dropped down and it had been scaled up a little bit.

So, I mean, it's really, really lackluster.

We're not spending too much in this co from what we used to during

the, during the peak season, but,

if I look at the day-to-day perspective, the clicks are pretty

even, conversions are pretty even.

We can start to scale this one if we wanted to for sure.

We have more room to scale in other areas, which is why we're

not doing it on YouTube right now.

Because I can get non-brand cold traffic, click attributed,

low cap sales on new customers.

That's what I'm focused on.

But that's what we're doing instead of here So how do we

measure on another client?

That would be taking a little bit longer.

So share with you, with our clients I mean, I'm gonna pull

up their, Nor Beam account.

It Actually it does matter for a point after the point that I'm gonna make first.

But here's a client that we started YouTube I think in October.

We went through a busy season then it slowed down, then we changed videos and

re ramped it back up YouTube shorts.

So here is example of just the last 30 days.

One thing, I'll go back further cuz this gets really cool.

YouTube shorts from November, December, January, February spent 57 in May 95.

Good.

We see clicks and we see engage view conversions.

Good.

Now, if I was just measuring clicks, I spent 57 in Make 20.

Ah, that's a 33% Roaz.

If I spent 57 though to make 95 1 YouTube shorts, two x That's good.

A two X on YouTube shorts.

Man, we can't even sometimes get search campaigns to get two x.

that's a good indicator of success.

I have to have both.

I don't care which one's higher, do not care.

I just have to have both or at least clicks.

never, never.

Just engage.

Use.

It means if targeting's wrong, it might be existing customers, people

that are just not even liking the ads so they don't click ever.

Or it's just like they see it too many times and they're just not click engaging.

So that's a good, thing here.

Now when you're looking at the YouTube.

This is a very painful thing for a client to go through is

the cost and the conversions.

You see the conversion ramp up, but when you look at the

conversion value, this is scary.

$500, may 72 bucks, $500 didn't make anything.

$500 made 31.

$500.

I made what?

63?

It's starting to work now.

You made 62 and now you made 34, now you made 45.

This is like probably what, 5, 10, 15, 20, 25.

30, 35.

This, $3,500 in spend.

We've got a week at just horrible, horrible fail point After this, it

starts to ramp up, and what you'll notice though is in my change

history during this entire time,

I made my last change in October.

I did this.

I went here.

I was failing, failing, failing.

Made a change, fail, fail, fail.

I just said, I don't care.

Hold tight, hang tight.

And then now it's starting to work.

And then right Christmas.

Drop again.

Looks like I'm getting horrible conversions.

Then it starts to come back a little bit and I said, all right, start.

The demand's starting to go there.

I now double my budget from $500 a day to a thousand dollars a day.

Google had fun with me one day and spent $3,000 a day.

That was fun.

And then now it's making up for it here, but I started to scale it on January 16th.

And what's funny is on January 16th when we're looking at that YouTube

shorts you're gonna see the conversion value and the conversion value by.

Conversion value.

Conversion value by time.

If we look at the last like 14 days do I have, yes.

So conversion value by time.

9,100 Conversion value is 5,000.

So convergent value by time, 9,000, conversion value, 5,500.

So here's another thing they're gonna measure is week over week

performance, YouTube is slow.

It takes a long time for a brand new audience and a thousand dollars a day.

Is the difference between, you know, a two x and a three x or what exit a two x?

I know I spent 15 grand, I'm only getting.

5,000 conversion value.

I'm getting 9,000 in conversion value by time.

But do you remember that crazy ramp up that happened?

That crazy ramp up happened because of this?

this is how you measure YouTube.

Go back to this fail point here.

and the conversion value by time.

I end up making actually $500 that day, but back then, I only knew they made 1 56.

It's the same.

Remember when I was first starting off and I made 72 that day?

Awesome.

31.

I didn't make anything that day though.

54.

I only made 31.

1 73.

I thought I only made 1 63.

1 91.

I thought I only made 62.

1 79.

I thought I only made 34.

The client's freaking out.

I know things were better than they seem, but I actually end up making

1 32 client only thought I made one 45, when these things spike.

I end up making $2,600 that day, but the client that day only thought it made 8 51.

So that's what's really crazy about this, is you need to make sure

that the time lag is appropriate.

You're gonna cab bigger, better days than what you think is actually happening

when they start to purchase out here from days that they saw you here.

This is sometimes a two week time lag.

So measuring it, there's a few golden rules.

You have to do clicks and you have to engage views.

If you only see engage views, something's.

Because if they're not clicking, but they're showing as people who are buying

anyway, your YouTube video is pointless.

Just.

like my remarketing video that I have a bunch of engaged views,

but no click conversions, two click conversions, but 50 engaged.

It's not doing much.

Why?

It's a remarketing audience of people that just came, that

I know are gonna buy anyway.

It's my failsafe, which is why I'm only spending $500 on it.

I'm, I don't wanna do too much remarketing.

They're not clicking and they're just viewing.

They're gonna buy.

That's just how that goes.

Very little and be completely honest with yourself where you're doing something

and you get a pre-roll ad and you skip it and you're like, I'm going there now.

No, it doesn't work like that.

You may see an ad continually do after 5, 6, 7, 8, 9, 10, and

I'm gonna say, fine, I'll do it.

That's not the majority.

When they're not clicking, they're gonna buy it anyway.

But if you don't have clicks, you cannot.

Because that that audience is not yours speaking with somewhere else.

We have to find out where.

Then give it enough time.

The time lag.

If you start to see a couple click conversions here and there, give it time.

Google will optimize it.

Absolutely will.