Proving Video’s Value in Numbers Your CFO Cares About
The most common question marketing managers ask us isn’t about creative — it’s about ROI.
Stop Measuring Views. Start Measuring Outcomes.
View counts are vanity metrics. A video with 100,000 views and zero conversions has achieved nothing. A video with 500 views that generates 20 qualified leads has delivered genuine business value.
Metrics That Actually Matter
For marketing videos
Conversion rate on pages with video versus without. Cost per acquisition from video campaigns. Time on page improvements. Lead quality from video-generated enquiries.
For training videos
Training completion rates. Knowledge retention scores. Workplace incident rates. Time and cost savings from replacing in-person training.
For internal communications
Message comprehension rates. Employee engagement scores. Time savings from reduced follow-up questions.
Setting Up Measurement Before Production
Establish baseline metrics before your video goes live. Define measurable objectives. Set up tracking and analytics. Plan measurement at 30, 60, and 90 days.
The Cost Comparison Framework
Sometimes the strongest ROI argument is about what video replaces. Calculate the total cost of in-person training to 500 employees versus one-time video production cost.
Book a free consultation to discuss how video can deliver measurable ROI.
