Creating a stunning video is just one part of the equation to successful video. To truly understand whether your video content is delivering ROI, you need to track the right metrics. Here are the key video performance indicators every business should be monitoring:

  1. View Count 

A basic but useful indicator of reach. It tells you how many times your video has been watched. But remember, views alone don’t equal success. Combine this with engagement data for a clearer picture.

  1. Watch Time

This metric shows the total minutes your video has been watched. Higher watch time signals stronger viewer interest and is heavily weighted by algorithms on platforms like YouTube and Facebook (Focus on this!). 

  1. Average View Duration

How long, on average, people are watching your video. If viewers drop off early, it could be a sign that the intro is too slow or the content isn’t resonating.

  1. Engagement Rate (Likes, Comments, Shares)

Strong engagement means your content is connecting with the audience. Shares, in particular, signal the value you provided in the video. As people don’t share content they don’t find useful or entertaining.

  1. Click-Through Rate (CTR)

If your video includes a call-to-action (like visiting a landing page), CTR measures how many people actually took that step. A low CTR? Time to revisit your CTA strategy.

  1. Conversion Rate

Ultimately, what percentage of viewers took the desired action. Whether it’s signing up, making a purchase, or booking a call? This metric ties your video directly to business outcomes.

Bonus tip: Benchmark your metrics over time and across similar videos. A single video’s performance is useful, but trends reveal what your audience truly responds to. Use these insights to refine your future scripts, visuals, and CTAs. Data-backed gradual improvement is how good video strategy becomes great.

Tracking these metrics turns your video from a creative asset into a strategic tool. Not sure what to measure or how to improve your numbers? That’s where we come in. Get in touch to make your next video not just beautiful, but effective.