The skip button on a YouTube ad shows up at 5 seconds. Until recently, that was also enough for Google to count an engagement.

Count to 10: In-stream ads now need 10 seconds watched for an engagement. Also counted:

• A click.
• A full view of a shorter ad.

Older engagement and CPE numbers won’t line up with new ones.

Also, Demand Gen’s new Overlay on videos setting puts your text assets on your videos. It appears to be on by default, so check it.

Leave the bid blank: Video reach campaigns can now run without a bid in beta, with Google adjusting bids to spend your full budget.

Narrow audience plus big budget? Google warns CPMs can climb.

Closer to the store: With SDF v11, DV360 bulk uploads can target people near a business chain’s locations. Versions before v10 shut down in January 2027.

Your website, optional: A new PMax setup option can send clicks to a Google-hosted Business Profile. Conversions may shift to calls and directions.

All the way to checkout: Google’s Local Coupons pilot lets shoppers save deals they find on Search to their mobile wallet and redeem them in store.

Retailers pay only on redemption, tying a search ad straight to a store sale.

Before your next report goes out, check the overlay and PMax settings, and footnote any engagement numbers from before the 10-second switch.