CPV Explained: What Counts as a “View”?
A “view” in CPV is not always the same as a basic impression. Most CPV implementations include eligibility rules that aim to measure genuine attention. Depending on the platform, a view might mean:
- A video starts playing and meets a minimum duration threshold.
- A user clicks “play” (for click-to-play formats) and watches for a defined time.
- A video is visible on screen (viewability) and plays long enough to qualify.
- A user completes a defined engagement event (e.g., unmute, fullscreen, or interaction), depending on campaign requirements.
From an affiliate-program review perspective, the key is that CPV campaigns must clearly define the view criteria and provide reporting that affiliates can interpret and optimize. Without that transparency, forecasting and performance comparisons become difficult.
What You’ll Learn
Where CPV Is Used (And Why Brands Choose It)
CPV is most strongly associated with video-first advertising, especially when the objective is awareness, reach, or top-of-funnel engagement. Brands may prefer CPV when they want to pay for measurable attention rather than impressions alone.
| Use Case | Typical Goal | Why CPV Fits | Affiliate / Partner Angle |
|---|---|---|---|
| Video Awareness | Brand reach and attention | Pays for qualified views, not just impressions | Creators/publishers monetize video engagement |
| Product Introductions | Educate on features | Video communicates value quickly | Review-style content can drive high view quality |
| App & Subscription Funnels | Increase consideration | CPV can build retargeting audiences | Often paired with CPA/CPI retargeting later |
| Native / Rich Media | Engagement at scale | Optimizes for attention metrics | Publishers with strong dwell time can perform well |
How CPV Works (Tracking, Attribution, Validation)
CPV campaigns track views through the advertising platform’s measurement system, and some campaigns may apply additional validation rules to filter out invalid traffic (IVT) or low-quality views. For affiliates and partners, the most important questions are: what qualifies as a billable view and how reporting is counted.
- Publisher displays a video unit (in-stream, out-stream, or embedded).
- User views the video and meets the “qualified view” criteria.
- The platform records the view event and applies fraud/quality filters.
- Advertiser is billed per view; publisher/partner revenue is calculated per agreement.
- Performance is optimized using view rate and completion data.
- Viewability (video visible on screen)
- Minimum watch time threshold
- Sound status requirements (sometimes measured, rarely required)
- Fraud filtering (bots, device farms, abnormal patterns)
- Geo/device eligibility by campaign
Common CPV “View” Definitions
CPV meaning depends on how the platform defines a view. When reviewing CPV-based offers, we look for unambiguous definitions so affiliates can understand the real payout trigger.
| View Definition | What Triggers It | Strengths | Potential Limitations |
|---|---|---|---|
| Start View | Video starts playing (often auto-play) | High volume, broad reach | May include low attention if no duration threshold |
| Timed View | Watched for a minimum duration (e.g., X seconds) | Better proxy for attention | Lower volume; depends on content relevance |
| Completed View | Watched to completion (or a high %) | Strong engagement signal | Harder to achieve; creative and targeting matter |
| Engaged View | View + interaction (click, unmute, fullscreen, etc.) | High-quality attention | Requires engagement-friendly formats and messaging |
Key Metrics for CPV Campaign Performance
CPV pricing is only one part of evaluating performance. The quality of views—and how many views progress to meaningful engagement—often defines whether CPV is efficient compared to CPM or CPC campaigns.
| Metric | What It Measures | Why It Matters | Reviewer Tip |
|---|---|---|---|
| CPV | Cost per qualified view | Direct pricing unit | Always confirm what “view” means in the campaign |
| VTR (View-Through Rate) | % of impressions that become a view | Shows how engaging the placement/creative is | Low VTR can indicate poor targeting or weak creative |
| Completion Rate | % of views that finish the video | Strong indicator of attention quality | Compare by video length (short vs long) |
| Average Watch Time | Average seconds watched | Useful for evaluating “real” attention | Often more meaningful than raw views alone |
| Engagement Rate | % of viewers who click/interact | Shows progression from attention to intent | Especially important when CPV is paired with CPA retargeting |
| IVT / Fraud Rate | Invalid traffic percentage | Impacts payable views and trust | Prefer networks with transparent fraud controls |
CPV vs CPM vs CPC vs CPA: What’s the Difference?
CPV is view-based, CPM is impression-based, CPC is click-based, and CPA is conversion/action-based. Each model aligns to different funnel stages and performance expectations.
| Model | Payout Trigger | Best For | Typical Funnel Stage | Main Risk Factor |
|---|---|---|---|---|
| CPV | Qualified video view | Attention and video engagement | Top / Mid funnel | View definition + fraud/quality filtering |
| CPM | 1,000 impressions | Reach and awareness | Top funnel | Viewability and audience quality |
| CPC | Click | Traffic acquisition | Mid funnel | Click quality and bounce behavior |
| CPA | Approved action (lead/signup/etc.) | Performance conversions | Mid / Bottom funnel | Validation rules and approval rate |
How Affiliates Directory Reviews CPV-Based Programs
CPV can be effective when “views” represent real attention and reporting is transparent. In our reviews, we look for programs that define view criteria clearly, enforce fraud controls, and provide actionable performance data for publishers.
Our CPV Review Checklist
- ✓Clear view definition
We document how a payable view is counted (duration, viewability, engagement rules). - ✓Measurement transparency
Reporting clarity for views, VTR, completion rate, and invalid traffic filtering. - ✓Traffic restrictions
Allowed placements, creative requirements, geo/device eligibility, and compliance rules. - ✓Fraud controls
How invalid traffic is detected and how disputes are handled. - ✓Payout reliability
Payment terms, thresholds, hold periods (if any), and support responsiveness. - ✓Down-funnel potential
Whether CPV is supported by retargeting or hybrid models for stronger ROI.
How Affiliates and Publishers Optimize CPV Performance
CPV success depends on aligning creative, placement, and audience intent. Publishers who understand their audience and deliver contextually relevant video placements typically generate higher completion rates and more stable payable views.
Optimization levers that commonly improve CPV outcomes
- Contextual placement: match video topics to page/content context to improve VTR and watch time.
- Strong first 3 seconds: early hooks often improve view qualification and completion rate.
- Optimize for mobile: mobile viewability and loading speed can strongly affect CPV outcomes.
- Use frequency controls: avoid overexposure that reduces engagement quality.
- Track down-funnel impact: CPV often works best when paired with retargeting or follow-up CPA/CPS campaigns.
FAQ: CPV (Cost Per View)
QIs CPV the same as CPM?
No. CPM pays for impressions (views of an ad placement), while CPV pays for qualified video views based on defined criteria. CPV is more closely tied to attention than CPM, depending on the view definition.
QWhy do CPV programs have different “view” definitions?
Because platforms and advertisers measure attention differently. Some focus on video starts, others require a minimum watch time or completion. The definition typically depends on campaign objectives and fraud prevention requirements.
QHow do I evaluate CPV profitability as a publisher?
Look beyond the CPV rate. Evaluate VTR, completion rate, average watch time, invalid traffic filtering, and whether the program provides transparent reporting. Higher-quality views can be more sustainable than high-volume, low-attention views.
QCan CPV be combined with CPA or CPS?
Yes. Many advertisers use CPV to build awareness and audiences, then use CPA/CPS campaigns for conversions. Some partner programs also offer hybrid structures that include CPV plus conversion bonuses.
QWhat traffic sources work best for CPV?
Video-friendly placements and contextually relevant content typically perform best—such as publisher sites with strong engagement, creators with aligned audiences, and placements where video is a natural part of the user experience.
Browse CPV / Video-Friendly Affiliate Programs (Reviewed)
Discover affiliate and partner programs by commission model, including CPV and hybrid video performance structures—reviewed to highlight view definitions, reporting transparency, and payout reliability.
Browse Affiliate Programs →