Stop Using Views As Success Metrics For Your Content

A case study on video metrics for my business lead generation

Video Views Screenshot — Provided By Author

With a YouTube channel, it is so easy to measure whether a video performed well based on the views it receives, but is that really the best metric to test a video’s performance?

Through YouTube Studio, you can easily access the metrics about how your video performs on the YouTube platform—things like views, click-through rates, and even audience retention rates. However, when you are using YouTube as a marketing platform for your business, YouTube Studio will not truly tell you how well your content affects your bottom line, which is lead generation and sales.

So instead, most YouTubers, including me, assume that our highest lead generation comes from our most viewed videos, but is that really true? In fact, could focusing on the most highly viewed videos actually hurt your lead generation, because those videos have low opt-in rates?

This article is a small case study to investigate how well my videos performed in lead generation versus views on YouTube.

Choosing An Appropriate Metric For Your Video

Before we discuss the data, let’s discuss what appropriate metrics should be to define your video’s…