Tracks whether content/ads are visible on-screen before interaction. Impacts ranking in Core Web Vitals & ad placement.
Are you tired of paying for ads that no one ever sees, or wondering if your content truly makes an impact?
You invest time and money, but if your ad or content is below the “fold” and a user scrolls past, you are paying for nothing.
I show you how to master viewability metrics to ensure your digital efforts are actually seen and drive real results.
What are Viewability Metrics?
Viewability metrics measure the percentage of your digital ads or web content that appears in a user’s viewable browser screen.
A standard “viewable impression” for display ads means at least 50% of the ad must be on screen for one continuous second.
For video ads, the rule is stricter, requiring 50% of the ad to be on screen for at least two continuous seconds.
Why Viewability Matters for Your Business
High viewability metrics mean your marketing budget is not wasted on unseen ads, improving your Return on Investment (ROI).
For SEO, viewability links directly to user experience, as faster-loading, well-placed content keeps visitors engaged and on your page longer.
Advertisers pay more for inventory with high viewability, which increases revenue for publishers who prioritize user experience.
Viewability Across Different CMS Platforms
Your Content Management System (CMS) choice affects how easily you can implement high viewability best practices.
WordPress and Viewability
On WordPress, you are able to use plugins for lazy loading images and ads, which only load as the user scrolls down the page.
Choose lightweight themes and page builders to keep your page speed fast, which is critical for ad load time.
Careful ad placement above the fold or in sidebars keeps your viewability metrics consistently high.
Shopify and Viewability
Shopify is great for speed out of the box, but slow apps or heavy images can quickly decrease your load time.
You are limited to the platform’s structure, so select themes optimized for speed and use minimal third-party apps.
Ensure your product photos and ad banners are compressed so they load instantly when a shopper visits your store.
Wix and Viewability
Wix’s editor makes it easy to position elements, giving you great control over ad placement and design for improved viewability.
However, the platform’s underlying code can sometimes cause speed issues, which hurt your ad loading time.
Focus on reducing image sizes and avoiding too many heavy animations to support strong viewability metrics.
Webflow and Viewability
Webflow gives you almost total control over page structure, letting you implement advanced lazy loading and optimal ad scripts.
You can custom-build layouts that perfectly balance content and ad breaks to maximize the chance of being seen.
This flexibility allows you to achieve the highest possible speed and control, boosting your ad inventory’s value.
Custom CMS and Viewability
With a custom CMS, your developers have complete control to hardcode viewability solutions directly into the platform’s core.
You can prioritize ad server requests and ensure that viewable ads load before less critical page elements.
This technical control often results in superior site performance and excellent viewability metrics for both content and ads.
Viewability Best Practices by Industry
Viewability metrics apply differently depending on your business goals and what your visitors expect to see.
Ecommerce and Viewability
For ecommerce, focus on product pages and checkout flows where conversion is the main goal.
Place high-value ads near product descriptions, but ensure they do not cover essential purchase buttons or information.
Fast page speed is non-negotiable; shoppers leave immediately if a product page is slow to load.
Local Businesses and Viewability
Local businesses often rely on one-page websites or landing pages to capture leads, making “above the fold” placement extremely important.
Ensure your phone number, address, and primary call-to-action (CTA) are instantly viewable without any scrolling.
Your map and business hours must also load quickly so users find the information they need immediately.
SaaS and Viewability
SaaS companies use viewability to measure how often their features and pricing tables are seen on comparison pages.
You need to ensure key selling points and demo CTAs are constantly in the user’s view, perhaps using a sticky header.
Since long-form content is common, break up your text with strong, relevant visuals to hold attention and keep ads visible.
Blogs and Viewability
For blogs, vertical ad sizes, like sidebars, tend to have the best viewability since they stay on screen as the user scrolls through an article.
Use lazy loading for ads placed deep within the content so they only appear when the reader reaches that point.
Focus on creating high-quality, engaging content that encourages users to scroll all the way down the page.
FAQ
How do I calculate my Viewability Rate?
You calculate your Viewability Rate by dividing the total number of viewable ad impressions by the total number of measurable impressions, and then you multiply that number by 100.
What is a good Viewability Rate?
A good Viewability Rate is typically considered to be above 70%, but you should aim as high as possible.
How does page speed affect my viewability?
Page speed is one of the biggest factors because if your page loads too slowly, a user will scroll or leave before the ad even has a chance to render and be counted as viewable.
Is viewability only for paid ads?
No, while primarily an ad metric, you are also able to apply the concept to organic content to measure how much of your key content is immediately seen by users.
What is the “fold” and why is it important?
The “fold” is the point on a web page where the content is no longer visible without scrolling, and placing ads above this line ensures immediate viewability.
