Summary
In-stream and Shorts ads are distinct formats, so they should be evaluated independently. Each surface counts views differently and attracts a different viewing mindset, so a side by side view-through rate comparison inside a Video view campaign is misleading. Compare each format against its own history and use cost per view and conversion data for budget decisions.
Nitin Batra is a Google Video Ads certified professional who plans and manages YouTube Video view and video reach campaigns across in-stream, in-feed and Shorts inventory.
Last updated: August 23, 2026
View-through rates differ because in-stream and Shorts ads are distinct formats with different viewer behaviour and view counting rules, so they should be evaluated independently rather than compared side by side.
- In-stream ads are always longer than Shorts ads.
- Shorts ads are designed for quick engagement, while in-stream formats focus on longer watch times.
- Unlike in-stream ads, Shorts ads are only available on CTV.
- In-stream and Shorts ads are distinct formats, so they should be evaluated independently.
The correct answer is: In-stream and Shorts ads are distinct formats, so they should be evaluated independently.
Key Takeaways
- – In-stream and Shorts ads are distinct formats, so view-through rates should be evaluated independently and not compared against each other.
- – Video view campaigns serve across in-stream, in-feed and Shorts inventory, and you can split performance by format using the segment or breakdown options in the Google Ads campaign table.
- – Each format counts a view differently and attracts a different viewing mindset, which is why raw VTR numbers across surfaces are not like for like.
- – The common mistake is pausing Shorts delivery because its VTR looks lower, when cost per view and conversion data often tell a very different story.
Why does Shorts usually show a different view-through rate than in-stream in the same campaign?
Shorts runs inside a vertical swipe feed where users move through content quickly, so the way a view is registered and the way people behave is not the same as a skippable in-stream placement before a chosen video. In-stream viewers have already committed to watching something, so a decision to continue is a stronger signal. The two numbers measure different behaviour on different surfaces, which is why they land at different levels.
Where in Google Ads can I see in-stream and Shorts performance separately?
Open the Video view campaign, go to the campaign or ad group table, and use the segment or breakdown controls to split by network and ad format. The video formats view within the campaign also shows how impressions, views and cost are distributed across in-stream, in-feed and Shorts. Use that split for diagnosis and trend tracking, not for ranking one surface against another.
Should I exclude Shorts if its view-through rate looks low?
No, that is a common error. Video view campaigns are built to find the cheapest qualified views across all eligible surfaces, and Shorts often delivers a low cost per view even with a lower headline VTR. Check cost per view, conversions and any brand lift study before changing delivery, and remember that removing inventory reduces the system’s ability to optimise.
What metrics are safer than view-through rate when comparing formats in a Video view campaign?
Cost per view, total views delivered at your target cost, and downstream signals such as conversions, view-through conversions or brand lift results are far more useful for budget decisions. Those metrics normalise for the different view definitions in each format. Keep view-through rate as an in-format trend metric, tracked against the same surface over time.