Google Ads has updated the engagement criteria for video campaigns, now requiring viewers to watch at least 10 seconds of an ad for it to count as an engagement. Previously, a 5-second watch was sufficient. This change affects various ad formats, leading to new rules for how engagements and engagement rates are calculated.
Among the new guidelines, in-stream ads and video app promotion ads require a minimum of 10 seconds watched or a click on the ad. In-feed video ads count if watched for 10 seconds while muted or if the thumbnail is clicked. Masthead ads also demand at least 10 seconds watched when muted, or a full video view click. Notably, bumper and non-skippable in-stream ads count only clicks. YouTube Shorts require 10 seconds watched or a CTA button click. Lightbox and Gmail ads remain unchanged, counting only when expanded.
These adjustments may lead to lower engagement counts when comparing periods under the new rules. Advertisers should be aware of these changes when analyzing their campaign performance metrics.
Read the official help page found by Hana Kobzová: About engagements reporting.
This update was spotted by Hana Kobzová.
