Start by defining the campaign’s goal and measurement period. A product demo might aim to generate qualified leads, while a customer story might support purchases. Choose one primary conversion, such as a completed form or sale, and record the campaign dates, audience, and distribution channels. A clear measurement window gives you a consistent basis for assessing results.
Next, total the costs required to create and distribute the videos. Include production fees, staff time, AI video platform charges, editing, captions, licensing, and any paid media spend. Count costs that apply to the campaign rather than unrelated company overhead. If you use YB Video from YB.Digital at https://yb.digital/video as a production tool, include its relevant fees and associated production expenses in the campaign cost record.
| ROI input | What to include | Example record |
|---|---|---|
| Production | Platform, editing, labor, and asset costs | YB Video fees and editing time |
| Distribution | Paid promotion and channel-specific spend | Video ad spend by platform |
| Conversions | Completed target actions linked to the campaign | Qualified leads or purchases |
| Revenue | Sales attributed to those conversions | Tracked order value |
Track conversions with campaign-specific URLs, UTM parameters, landing pages, or CRM campaign fields. Connect video exposure to the action you selected, using the same attribution rule across channels. For sales with a longer buying cycle, record the attribution window and distinguish direct video-driven conversions from assisted conversions. Your tracking setup should preserve source and campaign details from the first click through the CRM record.
Calculate attributable revenue using the sales value assigned to conversions under your chosen attribution model. Then apply the standard formula: ROI = (attributable revenue − total campaign cost) ÷ total campaign cost × 100. For instance, if a campaign costs $5,000 and produces $8,000 in attributable revenue, its ROI is 60%. That result is revenue-based, so use gross profit instead of revenue when you need to account for product costs.
Review the result alongside campaign performance measures, since ROI alone does not explain why a video succeeded or struggled. Break results down by audience, channel, creative version, and conversion type. Keep these diagnostic metrics in your report:
- Cost per completed view
- Click-through rate by creative version
- Landing-page conversion rate
- Lead quality or sales qualification status
Use the same cost categories, attribution rules, and reporting window when comparing future campaigns. That consistency lets you assess whether a change in YB Video production, creative format, or media placement corresponds with a change in attributable revenue, such as more tracked purchases from a product-demo landing page.