The core video metrics for CTV campaigns are: Impressions (total ad deliveries), Reach (unique devices or households exposed), Frequency (average times each reached device saw the ad), VCR (video completion rate — % who watched to 100%), CPM (cost per thousand impressions), and CPCV (cost per completed view — CPM ÷ VCR%). For CTV specifically, VCR and CPCV are the most meaningful quality indicators because non-skippable inventory makes completion the primary evidence of ad delivery success.
Secondary metrics that matter for brand campaigns: Brand lift (awareness and recall uplift vs. control group, measured via survey), Share of voice (your ad frequency relative to category competitors in the same content environment), and Audience composition (demographic breakdown of who was actually reached vs. who you targeted). For performance campaigns, you will also track attributed visits (website or app opens following CTV exposure) and incremental conversions (if running incrementality tests). India CTV reporting from most publishers includes impressions, VCR, and audience demographics as standard. Reach and frequency measurement across publishers requires third-party measurement not yet standardised in India.
Full guide
For a complete explanation, read: Impressions, reach, and frequency in CTV: what the numbers actually measure