YouTube End Screen Funnel Calculator

The calculator follows one video through three steps: views, viewers who reach the end screen, and clicks.

1. Open the video in YouTube Studio and select Analytics. Copy the views for your date range.
2. Open the audience retention graph. Read the share still watching at the second your end screen starts.
3. Open the Engagement tab and find the End screen element click rate card. Enter the rate for each element.

A YouTube end screen funnel is the path from a view, to the end screen, to a click on one of its elements. Each step keeps only part of the step before it.

YouTube Help, read on October 3, 2026, sets out what an end screen is:

• End screens can be added to the last 5 to 20 seconds of a video.
• The video has to be at least 25 seconds long.
• A standard 16:9 video takes up to four elements. Other aspect ratios may have a lower limit.
• An element can be a video or playlist, a subscribe prompt, another channel, or an external link for channels in the YouTube Partner Program.

YouTube Help describes the End screen element click rate report as showing how often viewers clicked each end screen element in your video. The report appears on the Engagement tab after you open one video.

The funnel is a planning view. It shows where viewers drop out, so you know which step to work on first.

The calculation multiplies views by two rates in turn. The first rate is retention at the end screen. The second is the click rate of the elements.

1. The tool multiplies views by the share still watching when the end screen starts.
2. It subtracts to find viewers who left before the end screen.
3. It adds the click rates of the elements you entered.
4. It multiplies viewers who reach the end screen by that combined rate.
5. It repeats the sum with your reach target and labels the answer a projection.

The tool assumes every viewer who reaches the end screen is shown every element once. Real counts can be lower, for the reasons in the accuracy section.

Example values only. A video has 20,000 views in 28 days. The retention graph shows 35% still watching when the end screen starts. Studio shows click rates of 4% for a video element, 1.5% for a playlist and 0.9% for the subscribe element.

• Viewers who reach the end screen = 20,000 x 35 / 100 = 7,000.
• Viewers who leave before it = 20,000 - 7,000 = 13,000, or 65%.
• Combined click rate = 4 + 1.5 + 0.9 = 6.4 per 100.
• Estimated clicks = 7,000 x 6.4 / 100 = 448: 280, 105 and 63 by element.
• Clicks per 1,000 views = 448 / 20,000 x 1,000 = 22.4.
• Projection at a 45% reach target = 20,000 x 45% x 6.4% = 576 clicks, which is 128 more.

The reach step loses 13,000 viewers. Raising reach from 35% to 45% adds 128 clicks without any change to the elements.

Retention in the Final Seconds

Only viewers still watching can see an end screen. YouTube Help notes that audience sizes typically decrease over the length of a video, so the end screen sees the smallest audience.

Where Viewers Watch

YouTube Help says viewers cannot see end screens on mobile web, except iPad mobile web. End screens also do not appear in the YouTube Music and YouTube Kids apps, or in 360 videos.

Made for Kids Setting

End screens are not available on videos set as made for kids, even when one was added earlier.

Viewer Choice

Viewers have the option to hide end screens while watching.

Element Timing

Elements show at the same time by default. Each one can be set to a different start time, which changes how many viewers see it.

Changes Made by the Platform

YouTube Help says an end screen may not always show, or may show differently than designed, as it is adjusted for performance, viewer behaviour, device and context.

The step that loses more viewers is usually the better place to start. The table uses the example values and shows two ways to gain clicks.

Both rates multiply, so a gain in one lifts the value of the other. Reach depends on the whole video, which the audience retention calculator covers. Click rate depends on the elements and the call to action in the last 20 seconds.

Checking a New End Screen Layout

Record the click rate of each element before a change. Run the same date range length after it and compare clicks per 1,000 views.

Deciding Where to Put the Effort

A low reach with a healthy click rate points at the ending of the video. A high reach with a low click rate points at the elements.

Planning a Series

Clicks on a video element become views on the next video. Extra views add watch hours, which the watch time hours calculator tracks against the published thresholds.

Reviewing the Whole Journey

The funnel starts earlier than the end screen. The click-to-watch conversion calculator covers the first 30 seconds, and the retention drop impact calculator covers a dip in the middle.

1. Using Average Percentage Viewed as Reach

An average hides the shape of the graph. Read the share still watching at the exact second the end screen starts.

2. Starting the End Screen After the Content Ends

YouTube Help advises leaving enough space and time at the end of the video and considering the last 20 seconds while editing.

3. Expecting Clicks to Show as Impressions

YouTube Help lists content within the video player, such as end screens, among the places where impressions are not counted. The next video shows the traffic under the End screens source.

4. Mixing Date Ranges

Views from 90 days and a click rate from 7 days do not belong in one sum.

5. Comparing with Published Averages

YouTube publishes no typical end screen click rate. Figures quoted elsewhere come from other channels with other audiences.

6. Featuring Unrelated Elements

YouTube Help recommends elements that are relevant to the video, with a call to action for each one.

The arithmetic is exact for the numbers you enter. The estimate is an upper figure, because not every viewer who reaches the end is shown the elements.

YouTube Studio remains the record. When Studio shows a click count for an element, use that count over this estimate.

There is no official figure. YouTube publishes no typical end screen click rate, so this page gives none. Compare each video with your own earlier videos.

An end screen can be added to the last 5 to 20 seconds of a video, according to YouTube Help. The video has to be at least 25 seconds long.

A video with the standard 16:9 aspect ratio takes up to four elements. YouTube Help says other aspect ratios may have a lower limit.

Open a video, select Analytics, then the Engagement tab, and scroll to the End screen element click rate card. At channel level, YouTube Help points to the Top end screen element types and Top videos by end screen cards.

End screens do not show to every viewer. YouTube Help lists mobile web, the YouTube Music and YouTube Kids apps and 360 videos as places without them, and viewers can hide them.

Only channels in the YouTube Partner Program can link to an external website. YouTube Help says the linked site must follow its policies, including the Community Guidelines.

No. YouTube Help says end screens are not available for videos set as made for kids, even if one was added before.

No. YouTube Help does not count impressions for content within the video player, such as end screens. The view appears under the End screens traffic source.

Open the audience retention graph for the video and move to the second your end screen starts. A 10 minute video with a 20 second end screen starts it at 580 seconds.

No. The maths runs in your browser and nothing is sent to us. Save keeps a result only in this browser.

• Add end screens to videos (YouTube Help, read 2026-10-03; last 5 to 20 seconds, 25 second minimum, up to four elements, element types, where end screens do not show).
• Understand your YouTube engagement (YouTube Help, read 2026-10-03; the End screen element click rate report on the Engagement tab).
• Measure key moments for audience retention (YouTube Help, read 2026-10-03; how to read the audience retention graph; audience sizes typically decrease over a video).
• Check your YouTube thumbnail impressions and watch time (YouTube Help, read 2026-10-03; impressions are not counted for content within the video player such as end screens).
• Understand your YouTube video reach (YouTube Help, read 2026-10-03; End screens listed as a traffic source).