How to Measure Video ROI

Measuring the ROI of your videos is an important job. Without figuring out how profitable each of your videos actually are for your brand you have little way of ensuring your video production projects are performing appropriately. Video analytics, and learning what video metrics are most important is a big part of the overall process of learning how to measure your video ROI. In this guide, we address some common video ROI measurements and what you need to know about each.

Key Metrics for Measuring ROI for Awareness Stage Videos

Awareness stage videos are one of the most common types of content produced by most brands. These are the videos that drive visitors to your website, boost awareness of the products and services you provide, and represent the beginning stage of the funnel.

If you’re producing content in the early stages of your marketing funnel, for social media or to otherwise bring awareness to your brand, consider the following metrics to measure your video ROI:

• Video views
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• Video impressions
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• Number of Unique Users from Video
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• How High Awareness is Lifted from Video
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• Percentage of Ad Recall Lift

As you work to attract new customers in the awareness stage, these metrics will play a key role in how you determine the ROI of your video content. These KPIs represent the top of the funnel and are considered some of the most challenging to measure.

It’s hard to relate the actual ROI of these because you can’t quite pinpoint a sale or a hard conversion yet, but you can begin to see how viewers respond to your brand, and measuring that response will be key.

Key Metrics for Measuring Video ROI in the Consideration Stage

When consumers are considering whether they should purchase one product or another, key metrics that should be measured will involve slightly more targeted figures from those represented in the awareness stage.

As you’re engaging customers and making a point to help them feel more comfortable with the idea of your products or services you should be tracking watch time, video view-through rates, and metrics that will help you to better track the interest consumers actually seem to have in your content.

Consider the following metrics to measure your video ROI at the stage:

• View-through rate
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• Video watch time
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• Brand favorability lift
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• Amount of consideration lift
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• Percentage of brand interest lift

These metrics will be important for you to help measure the profitability of your videos that are focused on driving consumers further down the funnel toward a conversion.

Key Metrics for Measuring Video ROI in Action or Purchase Stage

When consumers are ready to take action or make a purchase you will use very distinct KPIs to measure your video ROI.

These metrics should focus on the percentage of increase in your clicks on a product page or landing page, the number of calls you receive at a location, or the percentage increase in signups.

Whatever the key conversion is that your video intends to drive, should be the KPI that is measured at this stage.

Consider the following metrics to measure video ROI at the purchase stage or bottom of the funnel:

• Clicks
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• Calls
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• Sales
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• Purchase Intent Rise
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• Signups

Determining how many people actually converted as a result of your video is the key at this stage of the funnel. Make sure that you’re measuring conversion-oriented metrics to get the most accurate data on your video ROI at this stage.