What is CPV (Cost Per View)?
CPV measures the cost for each counted video view (definition varies by platform). It’s useful for top-of-funnel video efficiency.
Understanding CPV
Views are not equal—optimize for attention (hook, pacing, captions) and product clarity. Pair CPV with VCR and downstream metrics to avoid vanity views. Platform view definitions differ, so align thresholds when comparing performance. Native aspect ratios reduce letterboxing and wasted screen share. Use captions and on‑screen prompts to carry meaning in sound‑off contexts.
Creative choices drive CPV strongly. Early product reveals and clear benefits improve watchability at lower costs. Short variants (6–15s) can improve CPV but should preserve the core message. Audience breadth and placement mix affect how cheaply views are available. Iterate hooks and pacing systematically so learning compounds across tests.
Why CPV (Cost Per View) matters
CPV matters because it indicates how efficiently you're earning actual attention, not just serving impressions that scroll past unnoticed. Strong hooks and clear early framing directly lower CPV by making videos more watchable, while rising CPV signals creative fatigue or audience exhaustion. CPV guides budget planning for awareness and education campaigns where view volume and completion are primary success metrics.
- Efficiency: Indicates how cheaply you can get watched impressions
- Creative quality: Sensitive to hooks and early framing
- Planning: Guides budget for awareness and education
How to Calculate CPV
- Formula: CPV = Ad Spend ÷ Video Views (per platform definition)
- Align “view” thresholds (e.g., 2s, 3s, 50% watched) when comparing.
Meta Information
- Primary Keyword: CPV (Cost Per View)
- Secondary Keywords: video CPV, cost per view formula
- Target Word Count: 800–1,000 words
- Meta Title: What is CPV? Cost Per View Explained | Marpipe
- Meta Description: CPV is what you pay per counted video view. Learn view definitions, how creative impacts CPV, and when to optimize beyond views.
- URL: marpipe.com/ad-glossary/cpv-cost-per-view
# What is CPV (Cost Per View)?
CPV measures the cost for each counted video view (definition varies by platform). It’s useful for top-of-funnel video efficiency.
Understanding CPV
Views are not equal—optimize for attention (hook, pacing, captions) and product clarity. Pair CPV with VCR and downstream metrics to avoid vanity views. Platform view definitions differ, so align thresholds when comparing performance. Native aspect ratios reduce letterboxing and wasted screen share. Use captions and on‑screen prompts to carry meaning in sound‑off contexts.
Creative choices drive CPV strongly. Early product reveals and clear benefits improve watchability at lower costs. Short variants (6–15s) can improve CPV but should preserve the core message. Audience breadth and placement mix affect how cheaply views are available. Iterate hooks and pacing systematically so learning compounds across tests.
How to Calculate CPV
- Formula: CPV = Ad Spend ÷ Video Views (per platform definition)
- Align “view” thresholds (e.g., 2s, 3s, 50% watched) when comparing.
Why CPV (Cost Per View) matters
CPV matters because it indicates how efficiently you're earning actual attention, not just serving impressions that scroll past unnoticed. Strong hooks and clear early framing directly lower CPV by making videos more watchable, while rising CPV signals creative fatigue or audience exhaustion. CPV guides budget planning for awareness and education campaigns where view volume and completion are primary success metrics.
- Efficiency: Indicates how cheaply you can get watched impressions
- Creative quality: Sensitive to hooks and early framing
- Planning: Guides budget for awareness and education
Best practices
- Hook in the first 1–2 seconds; show product early.
- Use captions; assume muted playback.
- Export native ratios; avoid letterboxing.
- Test short variants (6–15s) for CPV efficiency.
- Pair with retargeting using catalog product sets.
How to Calculate CPV
- Formula: CPV = Ad Spend ÷ Video Views (per platform definition)
- Align “view” thresholds (e.g., 2s, 3s, 50% watched) when comparing.
Key Takeaways
- CPV (cost per view) is ad spend divided by video views (to a defined threshold like 3s or 10s).
- Lower CPV by improving hooks, native aspect ratios, and creative relevance.
- Track CPV alongside VCR and conversion metrics to ensure views drive outcomes.
- Segment CPV by placement, creative variant, and audience to find efficient combinations.
