Boardroom Definition

Cost Per View (CPV) is a performance-based billing metric specific to video formats. Unlike CPM (where you pay for the video to load), CPV ensures that the budget is only utilized when a "qualifying view" occurs. This metric is most commonly associated with skippable video environments (like YouTube TrueView), where the advertiser is not charged if the user skips the ad before the defined threshold (usually 30 seconds or completion).

CPV is calculated by dividing the total media spend by the number of qualifying views.

The Formula: Cost / Views = CPV

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CPV Calculator: Select "Video" as your media type to calculate your CPV and benchmark it against industry efficiency ranges.

The Efficiency Function: Mathematically, your CPV is a derivative of your View-Through Rate (VTR) and your base media cost. CPV = (CPM / 1000) / VTR

This formula dictates that as your creative becomes more engaging (higher VTR), your effective Cost Per View drops, because you are winning more views for the same amount of impressions served.

The Real Scoop

The most critical nuance in CPV is defining "What is a View?" There is no global standard.

  • YouTube (TrueView): A view is counted when a user watches 30 seconds (or the full duration if shorter) or interacts with the video.
  • Social Platforms: Often define a "view" much more loosely, sometimes as short as 3 seconds or 15 seconds (ThruPlay).

The "Insider" reality is that CPV is often a "vanity metric" if not paired with Audience Retention data. A $0.02 CPV looks incredible on a spreadsheet, but if those users are dropping off at the 31-second mark of a 2-minute video, you have paid for a "view" that failed to convey the full message.

Watch Outs

  • The Auto-Play Inflation: Some platforms count a "view" the moment a video auto-plays in a feed, even if the user scrolls past it immediately. Always verify if the metric is "Completed Views" or just "3-Second Views."
  • Muted Views: A large percentage of mobile video views occur with the sound off. If your creative relies on voiceover without captions, you are paying for views that convey zero information.
  • Platform Comparisons: Never compare a YouTube CPV ($0.05–$0.15) directly to a LinkedIn CPV ($0.50–$2.00). The user intent and targeting capabilities are fundamentally different.

External Resources