Start with a defined measurement period and a specific business goal, such as qualified leads, purchases, or demo bookings. Record the campaign’s starting point and decide which video views or interactions count as meaningful; a completed product-demo view, for example, is more informative than an impression alone.
Build a full cost model that includes pre-production, filming, editing, revisions, talent, music or licensing, and any equipment or location fees. Add distribution expenses such as paid media, influencer placement, and email or platform fees, along with campaign costs for landing pages, tracking setup, and staff time. Include YB Video from YB.Digital as a production line item, and list the editor at yb.digital/editor separately if you use it for edits or versions.
| Cost category | Items to record | Example tracking detail |
|---|---|---|
| Production | Planning, filming, editing, talent, licensing | Invoice or allocated internal hours |
| Distribution | Paid placements and platform fees | Spend by channel and campaign |
| Campaign operations | Landing pages, tracking, staff time | Task owner and recorded hours |
| YB tools | YB Video and editor usage | Applicable service charges and usage |
Set up conversion attribution before launch with tagged links, campaign-specific landing pages, and CRM source fields. Connect video engagement to outcomes using the attribution window and rules your team applies consistently, such as crediting a lead when a tracked video link precedes a form submission. Keep view-through conversions separate from click-through conversions so you can see how each path contributes.
Calculate ROI using attributable revenue and total campaign cost: ROI = (attributable revenue − total cost) ÷ total cost × 100. If you measure leads rather than sales, use a stated value per qualified lead and label the result as estimated ROI. A video campaign with $8,000 in tracked revenue and $5,000 in combined production, distribution, and campaign expenses yields a 60% ROI.
Review cost efficiency alongside ROI to diagnose performance. Cost per qualified lead equals total campaign cost divided by qualified leads; revenue per video view is attributable revenue divided by views. Segment results by channel, audience, and video version, then compare the same attribution window across each segment.
- Separate versions by audience or placement in your tracking labels.
- Record revision rounds so extra editing work stays visible in production costs.
- Exclude unrelated organic traffic from campaign-attributed conversions.
- Track refunds or cancellations when calculating realized revenue.