Stop Measuring Views. Start Measuring Outcomes.
Views and reach tell you how many people saw your video. They tell you nothing about whether it moved business forward. The metrics that matter are retention rate, click-through to next action, lead generation, and attributed revenue.
The Video Metrics Framework
- Average view duration and drop-off points (where are you losing people?)
- Click-through rate from video to destination (are people acting?)
- Conversion rate of traffic that watched video vs. traffic that did not
- Cost per lead for video-driven campaigns vs. non-video equivalents
