Hey,
Okay, what if I told you there was a way to figure out exactly where viewers are dropping off in your video ads? Imagine being able to pinpoint the exact moment when people lose interest.
Well, you can, thanks to the Waterfall Curve in your Ads Manager.
The Waterfall Curve clearly shows how your audience interacts with your video ads—whether they leave after the first few seconds, midway through, or at the very end.
Here’s how it works:
Picture water flowing down steps. Each step represents a stage in your viewer’s journey: 25%, 50%, 75%, and 100% of your video. The more water (or viewers) that stays on each step, the better your video is performing.
If the curve is steep, it means you’re losing viewers quickly. If it’s a gentle incline, congrats—you’re holding their attention!
Let’s get you set up with the Waterfall Curve in Ads Manager.
Step-by-Step: Creating Your Waterfall Curve in Ads Manager
- Open your Ads Manager and go to “Columns.”
- Click on “Customize Columns.”
- Create the custom metric: Percentage Video Plays at 25% / Impressions.
- Repeat this process for the remaining metrics: 50%, 75%, and 100%
Interpreting Your Waterfall Curve
Let’s walk through a few common scenarios so you can spot where your video needs improvement.
1. Drop at 25%
A big drop early on? That’s a sign your hook isn’t grabbing attention. If people drop off after the first few seconds, you need to make your opening more engaging—hit them with a powerful visual or an intriguing question right from the start.
2. Drop between 25% and 50%
If you see a significant dip between these points, your audience is initially interested but loses focus in the middle. Maybe the story isn’t clear, or your message is drifting. Tighten up this section to keep viewers engaged.
3. Drop between 50% and 75%
You’re almost there, but something’s off as viewers approach the finish line. This could be an issue with pacing—maybe the video feels like it’s dragging. Speed things up or ensure your message remains strong as you move toward the CTA.
4. Drop between 75% and 100%
You’ve almost nailed it, but your audience is tuning out just before the end. This is critical because it’s where your call to action (CTA) lives.
The problem might be a weak CTA, or the transition into your CTA could be too abrupt. Focus on creating a seamless connection between your content and the final action you want them to take.
By analyzing the Waterfall Curve, you’ll know exactly where your video ads are losing viewers and how to fix it. This helps you tighten up your content, hold attention longer, and make sure viewers stick around for your all-important CTA.
Don’t leave your video performance to guesswork—start tracking, tweaking, and boosting your engagement today!
Happy optimizing!