So you’ve started creating videos for your business—maybe an explainer video, a few Instagram Reels, or a quick product demo. But once you hit publish, the big question is: “How do I know if this is actually working?”
If you’re new to video marketing, you’re not alone in wondering how to measure success. It’s not just about getting views or likes (although those are nice!). True success means your video content is helping you reach your business goals—whether that’s more brand awareness, more leads, or more sales.
In this beginner-friendly guide, we’ll walk through the most important video marketing metrics you should know, why they matter, and how to use them to improve your strategy over time.
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1. User Understanding: Are You Explaining Things Clearly?
Let’s start with a simple but critical goal—helping people understand what you offer. Whether you’re selling a service, a product, or an idea, clarity builds confidence.
According to Wyzowl, 96% of marketers say video improves user understanding.
Why this matters: If your customers don’t “get it,” they won’t buy it. Videos that clearly explain what you do help reduce confusion, support tickets, and lost leads.
Metrics to watch:
- Completion Rate: How many people watched the full video?
- Drop-off Points: Where are viewers losing interest and clicking away?
- Replay Rate: Are viewers watching certain parts again?
- Follow-Up Actions: Are they asking fewer questions or successfully signing up?
Pro tip: Try adding a simple quiz, form, or call-to-action at the end of your video to test how well people understood the content.
2. Brand Awareness: Are More People Discovering Your Business?
Video is one of the fastest ways to reach new audiences, especially on social platforms where algorithms prioritize video over static images or text posts.
Wyzowl reports that 95% of marketers saw increased brand awareness thanks to video.
Metrics to watch:
- Impressions: How many people saw your video?
- Reach: How many unique users were exposed to it?
- Shares and Comments: Did people interact with or recommend it to others?
- Search Volume: Are more people Googling your brand name?
Pro tip: Videos that entertain, inspire, or educate tend to get shared the most—so think about how your video adds value to the viewer.
3. Website Traffic: Are People Clicking Through to Learn More?
Whether you want viewers to visit your website, book a call, or read a blog post, you need to track whether video is actually driving traffic.
Wyzowl found that 91% of marketers saw a traffic boost from video.
Metrics to watch:
- Click-Through Rate (CTR): What percentage of viewers clicked your call-to-action?
- Traffic Sources: Are users coming from YouTube, Facebook, or LinkedIn?
- Time on Site: Do video viewers stay longer than others?
Pro tip: Always include a clear CTA in your video and in the caption or description.
4. Lead Generation: Are You Turning Views into Contacts?
Getting attention is one thing. Turning that attention into leads—emails, sign-ups, or inquiries—is where video really shines.
According to Wyzowl, 90% of marketers say video helped them generate leads.
Metrics to watch:
- Form Submissions: Are people filling out forms after watching?
- Email Signups: Are video landing pages converting viewers?
- Lead Magnet Downloads: Are videos encouraging downloads of resources?
- Click-to-Call or Message: Are people reaching out after watching?
Pro tip: Try gating a video or embedding it next to a form to passively collect leads.
5. Sales and Conversions: Is Video Making You Money?
Are your videos helping you close deals or sell more products? This is especially important for videos on product pages or in sales emails.
Wyzowl reports that 87% of marketers saw video positively impact sales.
Metrics to watch:
- Conversion Rate: Are viewers taking the desired action?
- Revenue Influenced by Video: Use trackable links or discount codes to measure ROI.
- Cart Completion Rates: Are more shoppers finishing purchases with product videos?
- Cost per Conversion (CPC): How much are you spending to acquire customers with video?
Pro tip: Include demo videos and testimonials on landing pages to boost conversion.
6. Engagement & Retention: Are People Sticking Around?
Wyzowl found that 87% of marketers saw increased dwell time, and 53% saw reduced support queries after using video.
Metrics to watch:
- Average Watch Time: How long are people watching your videos?
- Bounce Rate: Are they leaving your site immediately or exploring?
- Page Views per Session: Do viewers explore more content?
- Support Requests: Are questions down after using tutorial videos?
Pro tip: Add FAQ or onboarding videos to your help centre to reduce support volume.
Putting It All Together: Matching Metrics to Goals
Not every video needs to do everything. Match your metrics to the video’s specific purpose.
| Your Goal | Key Metrics to Track |
|---|---|
| Brand Awareness | Views, Reach, Shares, Search Volume |
| Education/User Understanding | Completion Rate, Replay Rate, Drop-off Points |
| Website Traffic | CTR, Referral Sources, Time on Site |
| Lead Generation | Form Fills, Email Signups, CTA Clicks |
| Sales/Conversions | Conversion Rate, Revenue, Purchase Behaviour |
| Engagement & Retention | Watch Time, Bounce Rate, Support Volume |
Final Thoughts: Know What to Track—and Why
When you’re just starting out with video marketing, it’s tempting to chase big view counts. But true success comes from understanding what each video is supposed to do—and then tracking whether it delivered.
By aligning your metrics with your business goals, you can stop guessing and start optimising. Whether your video reaches 100 people or 10,000, the real question is: did it help your audience take the next step?
Want help setting up a video content strategy that’s easy to measure and scale?
We’d love to help. Whether you’re starting from scratch or looking to improve your results, we can help you plan videos that deliver real value—and real outcomes.
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