YouTube views but no sales: funnel and measurement
View-through conversions may hide in upper funnel.
YouTube ads bring thousands of views, no sales — view-through conversions hide in reports or the funnel is broken. YouTube is upper funnel; close with Search/remarketing. YouTube Ads strategy reads assist metrics.
View-through and attribution
YouTube view-through default 30 days — invisible in last-click. Enable view-through column in All conversions.
Attribution models under-report YouTube; track assisted conversions.
- View-through 30 days
- Assisted conversions
- Cross-network report
- Path length
Funnel connection
YouTube viewers to remarketing list — video viewer audience. Search remarketing within 7 days.
Same message: promise on YouTube, repeat on Search landing.
Format choice
In-stream skippable: 5s hook. Shorts: vertical, fast. Discovery: thumbnail CTR.
Bumper 6s brand reminder; don't expect sales alone.
Creative
Brand and promise in first 5 seconds before skip. Long form for demo; short for season promo.
Antalya tourism: drone + testimonial 15-30s.
Measurement setup
GA4 YouTube source; engagement rate. Is YouTube assisted on purchase path?
Brand search volume correlation with YouTube on/off.
Budget expectation
YouTube CPA higher than Search is normal — role KPIs: CPV, view rate, assisted ROAS.
YouTube sits on brand side of brand vs performance split.
YouTube is not a sales channel alone — close with remarketing.
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