CTV video metrics are the numbers that tell you whether your campaign actually ran, whether people watched it, and whether it was worth the money. In India, where platform reporting is not always independently verified and the measurement ecosystem is still developing, knowing which metrics to trust — and which to interrogate — is a core planning skill.
This hub covers the full stack of CTV video performance metrics: from impression counting and viewability through to completion rates, cost efficiency measures, brand lift, attention metrics, and ad fraud detection. Whether you are a buyer evaluating a post-campaign report or a publisher configuring your measurement setup, these are the metrics that matter.
Articles in this hub
- Impressions, reach, and frequency in CTV: what the numbers actually measure
- What is a valid CTV impression? MRC standards, viewability, and India context
- What is video completion rate (VCR) in CTV advertising?
- Brand lift measurement for CTV advertising: how to prove your campaign worked
- Attention metrics for CTV advertising: what they are and India status
- CPM, CPCV, and CPV for CTV: which metric to use and how to compare publishers
Common questions
- What is video completion rate (VCR) in CTV advertising?
- What is a valid CTV impression?
- What are the key video metrics for CTV campaigns?
- What is the difference between impressions, reach, and frequency in CTV?
- What is brand lift measurement for CTV advertising?
- What are attention metrics for CTV advertising?
- What is the difference between CPM, CPCV, and CPV for CTV?