Not every shiny number deserves a standing ovation. In digital marketing, it’s easy to fall in love with vanity metrics, the digital equivalent of polite applause. It feels good, sure, but it means very little. 

We mean, if you're celebrating 10,000 views without a single sale, you might just be clapping for an empty room. 

Not all data points are created equal. Some will fuel your strategy while others exist for decoration. 

If you want real growth, you have to get ruthless about what to track and how it connects to your goals. 

So, how do you cut through the noise, find the numbers that matter, and use them to move the needle? Let’s discuss that. 

7 Metrics to Consider In Digital Marketing

If you’re not measuring the right metrics, you might be missing the moments where buyers actually decide to trust you (and trust is everything when machines and million-dollar orders are involved). 

So, before you pop open your analytics and start celebrating random view counts, let’s break down the primary video metrics that move deals forward.

1. Video View Metrics

Video view metrics tell you how many people watched your video and how much of it they bothered to watch. But not all views are created equal. 

A 3-second scroll-by doesn’t mean someone’s soaking in your message. True view metrics dig deeper: Did they stay past the intro? Did they make it to your call-to-action? 

This data reveals commitment.

If viewers are dropping off at the halfway mark, it’s a flashing neon sign that something's off. Maybe your message isn’t clear. Maybe it’s too technical. 

Knowing where you lose people is as important as knowing how many showed up. 

Use platforms like YouTube, Vimeo, or embedded video analytics to track:

• View counts (basic interest)
• Watch time (true engagement)
• Audience retention graphs (where they leave)
• Completion rates (the gold standard)

2. Engagement Metrics

Engagement metrics measure how people interact with your video. Views are someone glancing at you. Engagement, on the other hand, is them leaning in, asking questions, nodding along. 

In the manufacturing world, where buying cycles are long and trust is earned slowly, engagement is proof that your message sparked curiosity. 

A highly engaged viewer is way closer to becoming a lead (or even a long-term partner) than someone who just zoned out after 10 seconds. 

High engagement means your content hits a nerve (in a good way). Here are a few things to look for. 

• Likes and reactions (instant emotional feedback)
• Comments (depth of interest)
• Shares (content worth passing on)
• Click-through rates (real action taken)

3. Retention and Completion Metrics

Retention metrics show you how long people stick with your video before they bail. Completion metrics tell you how many made it all the way to the end. 

In short, they answer the brutal question every marketer secretly dreads: “Did we actually keep their attention… or fill background noise for their lunch break?”

If people are dropping off after 30 seconds, your message is clearly not landing. 

But if they’re sticking around until the final frame? That’s gold. It signals they’re engaged and probably a whole lot closer to reaching out for a quote or a meeting.

Track:

• Average watch time (are people zoning out early?)
• Audience retention graphs (where exactly are you losing them?)
• Completion rate (percentage who watched till the end)

4. Conversion Metrics

Conversion metrics track the ultimate win: did your video inspire action? This could mean a form filled out, a demo booked, a product ordered — whatever real-world move you wanted your viewer to make. 

Without conversions, your video is just a very expensive piece of entertainment. Conversion metrics tell you that your messaging, visuals, and call-to-action actually drove business outcomes.

How to measure and calculate them:

• Track click-throughs to landing pages or lead forms linked from the video.
• Measure form submissions, contact requests, or purchase completions triggered after viewing.
• Formula to calculate Conversion Rate:

(Conversions ÷ Total Video Views) × 100

Here’s a quick example. 

If 10 out of 500 viewers fill out your quote request form:

(10 ÷ 500) × 100 = 2% conversion rate

A 2% conversion rate might sound small, but in B2B manufacturing, that’s often enough to fill your sales pipeline with serious leads.

5. Brand Awareness Metrics

Brand awareness metrics measure how well your video puts your company’s name and reputation into people’s brains (and keeps it there). 

People don’t always buy from the loudest, but rather from those who feel familiar and credible. 

Good brand awareness means that when your prospect finally needs a new supplier, a piece of equipment, or a solution, your company is the first name that pops into their head. 

Forbes mentions that high brand awareness makes it “easier for consumers to recall and recognize” a company when making purchasing decisions.

So, if you're only tracking leads and ignoring brand-building? You're playing the short game in a long-haul business. 

Consider these metrics:

• Impressions (how many times your video was seen)
• Reach (how many unique people saw it)
• Brand recall surveys (did people remember you afterward?)
• Social mentions and brand search volume (are people talking and Googling you more?)

6. Video Performance By Device and Platform

Not all screens are created equal. The way your video performs on a sleek desktop monitor isn’t necessarily how it plays out on someone’s cracked phone screen during their lunch break. 

And let’s be honest, where and how your audience watches matters more than you think.

Tracking video performance by device and platform helps you spot hidden opportunities (and problems). 

Maybe your explainer video looks gorgeous on YouTube, but tanks on LinkedIn. Perhaps mobile viewers drop off after 10 seconds because your text is tiny and impossible to read without a magnifying glass.

Here are some key metrics to focus on. 

• Device breakdown (mobile, desktop, tablet)
• Platform engagement (YouTube, LinkedIn, embedded on your site)
• Watch time by device (are mobile viewers staying or fleeing?)
• Completion rate by platform (where is your message sticking best?)

7. Return on Investment (ROI)

Return on Investment (ROI) tells whether your video efforts made you money or just made you feel busy.

Did that slick product demo or brand video actually drive real business results? Or did you just pay for a beautifully shot, cinematic nap?

Marketing budgets in your industry are usually scrutinized harder than a blueprint under a magnifying glass. Therefore, you must prove that your videos work. 

ROI helps you justify more budget and show leadership that video marketing is revenue-driving.

Here’s how to calculate it. 

ROI = [(Revenue from Video – Cost of Video) ÷ Cost of Video] × 100

• If your video cost $5,000 to make, and it helped generate $20,000 in sales:
• ROI = [($20,000 – $5,000) ÷ $5,000] × 100 = 300% ROI

When you can attach dollars to your storytelling, you become the MVP of your company’s growth. 

Watch this video to understand the concept of ROI further. 

Why Measure Video Metrics?

You could create the best video in the world, but if you don’t track its performance, you’re flying blind. Measuring video metrics is how you figure out if your message hit home or fell flat. 

Without them, you’re guessing. With them, you’re empowered.

Pinpoint What’s Working (and What’s Not)

There’s nothing worse than putting effort into a video that doesn’t deliver. 

Video metrics help you figure out what’s actually clicking with your audience and what’s missing the mark.

Say, for instance, you’ve released a video demoing a new piece of equipment. You check the numbers, and the view count is solid. But wait, the drop-off rate is insane after 30 seconds. What’s going on? 

Turns out, your intro is a little too slow, or maybe the jargon is overwhelming your audience. If you didn’t track that, you’d be left thinking the video just didn’t work. 

But now, you can adjust it. Maybe shorten the intro or simplify your language and get a much better result next time!

On the flip side, if your video is getting a ton of views but no one’s taking action, like reaching out for a quote, you know something’s off with your call to action. Maybe it’s buried at the end, or you’re not addressing the real pain points that resonate with your target market.

By pinpointing exactly what’s working and what’s not, you can tweak your strategy.

Real-Time Course Correction

That’s exactly what video metrics let you do in real-time. They give you the ability to make adjustments on the fly, instead of waiting until after the fact to realize you’ve been veering off track.

Let’s say your product demo video is out there, and you notice an early spike in drop-off rates. 

Before you get too comfortable, you can immediately tweak the messaging or update the call to action. This means you’re constantly refining your approach, rather than hoping for the best.

Real-time course correction means spotting opportunities you might have missed. For instance, if you see a specific section of your video getting high engagement, you might want to create a follow-up video that dives deeper into that topic. 

Build Strong Relationships With Your Audience

Videos are one of the best ways to build that trust, but only if you’re tracking how your audience is responding. 

Say your video on a new product feature gets tons of views and comments. You respond to those comments, answer questions, and maybe even make a follow-up video based on the feedback. 

This engagement is how you build loyalty.

By tracking your video metrics, you can continue to deepen this relationship. You can see what resonates and consistently provide content that’s relevant. 

Optimize Marketing Spend Like a Pro

Marketing budgets in manufacturing are often tight, so making every dollar count is non-negotiable. 

Instead of blindly pouring money into campaigns and hoping for the best, you can pinpoint exactly where to allocate resources for maximum impact.

Let’s break it down. Consider you’ve got two videos. One drives traffic but doesn’t convert, and another has lower views but higher engagement. 

You now know that the second video, while not the star of the show in terms of views, is doing its job well in terms of connecting with your audience and driving quality leads. That’s where you’ll want to invest more. 

On the other hand, if a video isn’t doing well, you can cut back on the spend there and reallocate funds toward better-performing content.

Prove Marketing’s Impact on Business Goals

Marketing doesn’t always get the credit it deserves. This is especially true in manufacturing, where ROI is king. 

Video metrics give you concrete evidence to prove marketing’s direct impact on your business goals, so no more vague discussions about “brand awareness” or “engagement.” It’s about real, measurable results.

Let’s say your goal is to boost product inquiries. After running a video ad campaign, you dig into the metrics and discover a direct correlation between video views and people filling out your inquiry form. 

You can now confidently say, “Our video content drove X% of new leads this month,” and present that data to your leadership team. 

What’s even better? You can tie specific metrics to specific business goals. If your goal is to increase sales for a particular product, tracking metrics like conversions and lead generation allows you to see exactly how videos contributed to hitting that target. 

Your Brand’s Got a Lot to Say. Let INDIRAP Make Sure People Are Listening

At the end of the day, we all want results, but we don’t want to be fumbling in the dark, guessing what works. 

Fortunately, the right video marketing metrics keep you from wandering aimlessly. 

Understanding how to measure and interpret the right data gives you clarity. The difference is that you’ll finally see exactly where your efforts are paying off and where they’re not. This way, you’ll know what to push forward and what to leave behind.

Ready to make those numbers count? INDIRAP, a leading video production agency in Chicago, can help you maximize your data’s full potential with high-quality videos. Book a free, no obligation discovery call today to learn how we can work together and create something worth watching for your manufacturing business!