Video Metrics That Actually Matter

There’s an art to making great video content—but measuring how well that content performs is pure science. Analytics reveal how your audience interacts with your videos, where they drop off, what grabs their attention, and ultimately whether your content is supporting your larger business goals.

That said, not all metrics are created equal. Some look impressive but tell you very little. Others provide deep, actionable insight that helps improve performance over time.

So grab your lab coat - let’s break down the video metrics that truly count.

Views (aka the Vanity Metric)

Views are the most tempting number to chase. A million views might look fantastic, but reach alone doesn’t say much about impact.

Even more challenging: platforms each define “a view” differently, and those definitions aren’t always public. As a result, views should be treated as a surface-level indicator—not the basis of your strategy.

Use this metric to understand exposure, not effectiveness.

View Rate

Mid-funnel videos—especially those on landing pages—need more than view counts to paint a clear picture.

View rate = the percentage of page visitors who actually hit play.

This matters because:

• A low view rate may signal that your video isn’t relevant to the page

• The placement or thumbnail may need adjusting

• Your page layout might be distracting or confusing

By focusing on view rate instead of raw views, you unlock meaningful optimization opportunities.

Retention (or Engagement)

Retention shows how long viewers stick around—and it’s one of the most important indicators of storytelling effectiveness.

Good retention means viewers:

• Stay engaged

• Stay curious

• Make it to your call-to-action

Most hosting platforms provide retention graphs that show exactly where people rewatch, skip, or drop off. Those patterns help you identify:

• Confusing sections

• Slow moments

• Story beats that resonate (or don’t)

If your audience isn’t watching long enough to reach the CTA, that’s a sign your video needs tightening—or that the message isn’t aligned with where they are in the buyer’s journey.

Social Interaction

On platforms like YouTube, Instagram, TikTok, and Facebook, engagement is the currency.

Key interaction metrics include:

• Likes

• Shares

• Comments

• Saves

• New subscribers or followers

High engagement tells the algorithm your content is valuable, which increases your reach organically.

If your goal is visibility, brand expression, or community building, this is the metric set to watch closely.

Conversion Rate

For videos with a clear CTA—“Download now,” “Contact sales,” “Try the demo”—conversion rate is the ultimate performance indicator.

It shows the percentage of viewers who took the action you asked for.

This metric ties directly to ROI, making it one of the most important for sales-driven or bottom-of-funnel content.

A key note:
Platforms like YouTube aren’t optimized for conversions—they’re optimized to keep users on YouTube. For conversion-focused videos, hosting on a platform like Wistia, Vidyard, or Vimeo often produces better results.

A/B Testing

If you’re unsure about length, tone, thumbnail, or even whether your page needs a video, A/B testing removes the guesswork.

Try comparing:

• A short version vs. a long version

• Two versions with different CTAs

• Different thumbnails

• Pages with and without a video

Sometimes the results are surprising—your video might perform beautifully, or the page might convert better without one. That’s the value of experimentation.

The Bottom Line: Video Is Iterative

The most successful video strategies evolve over time. Testing, measuring, refining, and testing again is how you improve performance and build a library of reliably effective content.

Whatever your goals—brand visibility, engagement, education, or conversions—there’s a metric that can help guide your next move.