CPV (Cost Per View) is a video advertising metric that shows how much an advertiser pays for each view of their video ad. It is the video world's answer to click and impression pricing, tying cost to the act of watching. For publishers running video inventory, CPV shapes how much a completed or partial view is worth.

How to calculate CPV

CPV = Total campaign cost / Number of views

CPV = Total campaign cost / Number of views

CPV = Total campaign cost / Number of views

Divide the campaign spend by the views it earned. The catch is that a view is not a fixed thing, so the same watch behavior can produce different CPVs depending on the counting rule.

A quick example

A $1,500 video campaign that earns 30,000 views has a CPV of $0.05.

If the same budget earned only 15,000 views under a stricter completion rule, the CPV would double to $0.10 for the identical spend, which is why the definition matters so much.

What counts as a view

Definitions vary by platform. A view might require a few seconds of watch time or completion of the ad, so it is worth confirming how each network counts one. Some count a view at two or three seconds, others only when the video finishes. Before comparing CPVs across partners, line up their definitions, or you will be comparing very different behaviors.

What counts as a good CPV?

CPV depends on video length, format, targeting, and market. Short skippable ads tend to carry lower CPVs than fully watched rewarded videos, and demand in high-spending regions lifts the price. Rather than chase a universal target, track your own CPV alongside completion rate and the revenue each view ultimately drives. It also helps to separate skippable from non-skippable inventory, since the two rarely trade at the same price.

CPV vs. CPM

Where CPM charges per thousand impressions regardless of whether anyone watches, CPV charges only when a view is counted. That makes CPV a stricter, more outcome-focused measure for video. Publishers often translate both into eCPM so they can compare video earnings against every other format on one scale.

How to improve CPV performance

• Favor completion. Views that finish are worth more, so formats users choose to watch outperform forced ones.

• Target relevant audiences. Interested viewers watch longer and convert better.

• Pair video with an offerwall. Surfacing rewarded video inside an offerwall lifts completion because users opt in for a reward.

CPV and rewarded video

Rewarded video, often surfaced alongside an offerwall, tends to earn strong CPVs because users choose to watch in exchange for a reward and are far more likely to watch to the end. High completion means advertisers get the full view they paid for, which supports higher prices and steadier earnings for the publisher.

Common mistakes to avoid

• Comparing CPVs with different view definitions. A two-second view and a completed view are not the same product.

• Optimizing CPV while ignoring completion. Cheap partial views can be worth less than pricier finished ones.

• Forgetting user experience. Forcing unskippable video to boost views can raise churn.