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Video metrics help you see whether your video is achieving the goals you set for it. At least, that\u2019s what they\u2019re supposed to do. Unfortunately, it\u2019s easy to get distracted with vanity metrics that seem positive but don\u2019t actually connect to your marketing goals.<\/p>\n
Here\u2019s a look at the video metrics you should be tracking so you can make informed decisions about your video marketing. These metrics can help you make engaging video ads, build more effective landing pages<\/a>, and write more compelling CTAs<\/a>.<\/p>\n Video metrics are standard measures you can use to see how well your video is performing. Here are some common video metrics and the goals that most often go with them:\u00a0<\/p>\n The most important metric for any video is conversions. Conversions measures the sales value, number of sign-ups, or contacts resulting from your video.\u00a0<\/p>\n Tracking conversion and other video metrics helps you recognize what\u2019s working and what isn\u2019t. They can signal a need for a new video strategy, or encourage you to keep creating similar content.\u00a0<\/p>\n Tracking the wrong metrics is worse than a waste of time. It\u2019s misleading. Metric mismatch can make it seem like your video is doing well even though it never achieves the goal you set for it. These mismatched metrics are known as vanity metrics.\u00a0<\/p>\n A vanity metric is any metric that sounds impressive, but doesn\u2019t connect to the goal of the video. For example, you might be excited that your social media video achieved great reach, but that doesn\u2019t tell you anything about whether it met your goal of converting customers.<\/p>\n Some marketers fall into the vanity trap when they define objectives only after looking at the metrics. Remember the \u201cTexas sharpshooter fallacy<\/a>\u201d explained in the video below. Don\u2019t revise your idea of success after your video metrics tell you something that you don\u2019t want to hear.<\/p>\nHow Video Metrics Inform Your Strategy\u00a0<\/strong><\/h2>\n
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Beware The Lure of Vanity Metrics<\/strong><\/h2>\n