A good engagement rate for Reddit video ads combines video interactions (watch time, completions) and post interactions (upvotes, comments, shares, saves). To track it effectively, use Reddit Ads Manager data, convert metrics to a consistent rate, and supplement with site-level analytics and UTM tagging. Focus on both viewability and action-based engagement to gauge real interest.
Key metrics to track for Reddit video ads
Video performance metrics
- Video views — count of times the video started or reached a view threshold.
- Average watch time — how long viewers spend watching on average.
- Completion rate — percentage who watched the video to the end.
- View-through rate (VTR) — proportion of impressions that produced a view or view event.
- Engagement rate — actions tied to the video (upvotes, comments, shares, saves) divided by impressions or views.
Post-interaction metrics
- Upvotes and downvotes (where applicable)
- Comments count and sentiment
- Shares or saves
- Click-through rate (CTR) on CTAs or links
Attribution and conversion metrics
- Conversions tied to the ad (signups, purchases) via Reddit Pixel or site tags
- UTM-tagged traffic to your site for source/medium/campaign attribution
- Attribution window considerations for when engagement translates to conversions
How to measure engagement rate on Reddit video ads
Step 1: define the engagement metric
- Decide the core rate (e.g., engagements per 1,000 impressions).
- Include video interactions and post interactions you value (views, completions, comments, shares, saves).
- Optionally create a composite rate: (video engagements + post engagements) / impressions.
Step 2: set up tracking in Reddit Ads Manager
- Open Reddit Ads Manager and navigate to the reporting or analytics section.
- Choose the correct campaign, ad group, and ads you want to measure.
- Enable and review video-specific metrics: views, average watch time, completion rate, VTR.
- Enable engagement metrics: upvotes, comments, shares, saves, CTR on CTAs.
Step 3: align with external analytics
- Tag links with UTM parameters for source, medium, campaign, and content.
- Import Reddit data into your analytics platform or export to a spreadsheet for custom calculations.
- Compare Reddit engagement rate to other channels to contextualize performance.
Step 4: calculate the engagement rate
- Basic engagement rate per 1,000 impressions:
- Engagements per 1,000 impressions = (video engagements + post engagements) / impressions 1000
- Video-specific rate per 1,000 impressions:
- Video engagements per 1,000 impressions = (watch time-based actions + views) / impressions 1000
- Optional: engagement rate per view:
- Engagements per view = total engagements / views
Step 5: set benchmarks and goals
- Establish baseline rates from historical Reddit campaigns.
- Set targets by objective (awareness vs. consideration).
- Monitor weekly and adjust creative or targeting accordingly.
Step 6: run experiments for optimization
- A/B test video lengths, CTAs, and thumbnail visuals.
- Test different targeting segments and time-of-day airing.
- Track uplift in engagement rate and conversions against control.
Common pitfalls and how to avoid them
- Misaligned metrics: Don’t mix impressions with actions unless clearly defined.
- Attribution gaps: Ensure proper tagging to avoid undercounting conversions.
- Short attribution windows: Consider longer windows for slower-decaying campaigns.
- Bot or inflated metrics: Use quality filters and verify spikes with watch-time data.
- Overreliance on one metric: Combine video metrics with engagement and conversion data for a full picture.
Quick reference checklist
- Define the engagement rate formula you will use (per 1,000 impressions or per view).
- Enable video and engagement metrics in Reddit Ads Manager.
- Tag all CTAs with UTM parameters.
- Track video watch metrics (views, average watch time, completion).
- Monitor engagement actions (upvotes, comments, shares, saves) and CTR.
- Compare against benchmarks and adjust creative or targeting.
- Use a consistent attribution window for conversions.
- Export data for deeper analysis and visualization.
Frequently Asked Questions
What is engagement rate for Reddit video ads?
Engagement rate is the ratio of video and post interactions (such as views, watch time, completions, upvotes, comments, shares, saves) to impressions or views, often expressed per 1,000 impressions.
Which metrics should I track in Reddit Ads Manager for video ads?
Track video views, average watch time, completion rate, view-through rate, upvotes, comments, shares, saves, and click-through rate on CTAs.
How do I calculate engagement rate per 1,000 impressions?
Engagement rate per 1,000 impressions = (video engagements + post engagements) / impressions * 1000.
Should I use UTM parameters with Reddit ads?
Yes. Use UTMs to attribute clicks and conversions to the Reddit campaigns in your analytics platform.
What is a good benchmark for Reddit video ad engagement?
Benchmarks vary by niche and objective. Start with your historical campaigns, set clear targets, and compare week over week while considering watch time and completion rates.
How can I improve engagement on Reddit video ads?
Improve with clearer CTAs, compelling thumbnails, concise video content, tested lengths, and targeted audiences. Run A/B tests on creative and CTAs.
How do I attribute Reddit video engagements to conversions?
Use a Reddit Pixel or conversion tracking tag and UTMs to link engagement data to on-site actions within your analytics platform.
What common mistakes should I avoid when tracking engagement?
Avoid mixing impressions with actions, ignore attribution windows, rely on a single metric, and fail to verify data quality or bot activity.