What Do You Need to Measure?

When it comes to video, each goal needs to have specific metrics to measure its effectiveness.

The only way to determine if your goals will work is to know which objectives to measure: 

1. Reach and retention

• Track your search rankings on Google and/or YouTube. 
• You can also look at the number of views, although this changes per platform (e.g. Facebook counts viewers who watched the first three seconds as a ‘view’, while YouTube counts the first 30 seconds). 
• Play rate (how many viewers watched the video) and watch time (how long the viewers watched your video) both give you a better insight on how engaging your video is and if it’s positioned correctly on a page.

2. Social engagement

• Subscribers, social shares, and backlinks are great indicators of how well your video is being received by your target audience. 
• Feedback, whether good or bad, can tell you if you’re going in the right direction or if there are mistakes you need to rectify.
• Press coverage, especially for your big hero videos, can also boost your social engagement, so track this metric.

3. Conversion

• Clickthrough rate (CTR) can tell you whether your video is effective enough that your viewers clicked on your CTA button/s (e.g. newsletter signups, landing page, etc.).

Leads/sales is one of the best metrics to track, as these are the ones closer to your bottomline.