You have just posted your video online. Now it’s time to track its performance and measure its effectiveness!
Here are the top metrics to use when tracking your video’s performance. Keep reading to learn when and how to use each one!
1. View Count
- the number of times your video has been viewed – also referred to as reach
- great if your goal is to increase brand awareness and have your content seen by as many people as possible
2. Play Rate
- the percentage of people who played your video divided by the number of impressions it received
- helps determine how relevant or appealing your video is to your audience
3. Social Sharing and Comments
- good indicators of how relevant your content is with your target audience
- best choice if your goal is to reach a lot of people
4. Video Completions
- the number of times a video is played in its entirety
- more reliable than view count when trying to determine your video’s success
5. Completion Rate
- the number of people who completed your video divided by the number of people who played it
- great way to gauge a viewer’s reaction to your video
6. Click-Through Rate (CTR)
- the number of times your CTA is clicked divided by the number of times it’s viewed
- great indicator of how effective your video is at encouraging people to take your desired action
7. Conversion Rate
- the number of times visitors completed your desired action divided by the number of clicks on your CTA
- most effective if your goal is to have your viewers complete an action
8. Bounce Rate and Time-On-Page
- is calculated specifically as a session that triggers only a single request to the analytics server
- if the success of your site depends on users viewing more than one page, then a high rate is bad
