App marketing metrics comparison

CPCV is an ad pricing model where advertisers only pay for a video ad once the user watches it in full.

CPV is a pricing model for video ads, where an advertiser pays the publisher each time a user views their video.

Advertisers and publishers

Advertisers and publishers

• Good for engaging with high-quality users
• Low risk to the advertiser
• Good for measuring actual engagement and conversions

• Cost effective – advertisers only pay for full views (or a set duration)
• Indicates whether users find your video ads engaging

• Open with a strong hook
• Rotate several creatives and optimize them for different devices (multiple formats/aspect ratios)
• Broaden your audience
• First optimize your CPI, then build on this by using CPCV with a focused audience

• Measure CPV alongside other metrics (CPM, CPI, CPCV) for the full picture
• Optimize your video ad campaigns – refine targeting, landing pages, and keywords
• Create high-quality, interesting videos
• Test different versions with your audience

Cost per completed view (CPCV)

Cost per view (CPV)