How to Measure ROI for Video Content (Without Missing the Most Important Part)
What if I told you you're probably measuring video ROI wrong—and ignoring a key part of it that could quietly sabotage your business goals?
Because before we talk about how to measure ROI from video content, we need to define which ROI we’re talking about.
Two Types of ROI: Tangible and Intangible
I break ROI into two buckets: Tangible and Intangible.
Tangible ROI (What You Can Measure)
This is what most people focus on—metrics you can track with analytics tools. You set a clear goal for your video, and then you measure how well it performs against that goal.
We're talking about:
View counts
Engagement (likes, comments, shares)
Click-through rates
Leads generated
Conversions
Sales
Now, someone always says:
"I don’t care about views—I care about sales. I want to put in a dollar and get ten back."
Totally fair.
But here’s the thing: people don’t wake up in the morning looking to give someone their money. They have a problem. They search for solutions. And they buy from the brand that they believe can solve it.
None of that happens without awareness.
Awareness videos aren’t designed to close the deal—they’re designed to get you on the radar. So trying to measure an awareness video using lead-gen or sales metrics? That’s a guaranteed fail. Not because the video didn’t work—but because it wasn’t built for that outcome.
Measuring the wrong thing leads to the wrong conclusions.
Like getting mad that your car doesn’t fly—it’s not broken, you’re just asking it to do the wrong job.
How to Track Tangible ROI (Tools)
Here are some of the best tools for measuring tangible ROI, depending on your video goals:
Google Analytics
Track where your website traffic is coming from, what pages they visit, and how long they stay.
UTM Parameters
Use Google’s Campaign URL Builder to create custom links so you can measure exactly which video, platform, or CTA is driving results.
YouTube Analytics
Track watch time, engagement, audience retention—helping you decide what content to double down on or turn into a paid ad.
Facebook & Instagram Insights
If your audience is there, use Meta’s native tools to track reach, engagement, clicks, and conversions.
CRM Software (e.g. Hubspot)
Track how leads interact with your content across the buyer’s journey. Some CRMs even give insight into individual viewer behavior.
Unique Landing Pages / Phone Numbers
Super simple but effective. If someone lands on a hidden page or calls a dedicated number, you know exactly where they came from.
Attributer.io (Paid)
This advanced tool adds hidden fields to forms to track where leads originated—along with other useful background data.
Intangible ROI (The Part You’re Probably Ignoring)
Here’s what most marketers skip—but can’t afford to:
Brand Building
I never thought I’d want a Harley-Davidson. It wasn’t my thing. But over the years, I kept seeing their bikes in movies, ads, and conversations. One day I saw a model I liked—and suddenly, I’m thinking about it.
That shift didn’t happen because of one ad.
It was the result of decades of consistent brand building.
And yes—it’s ROI. Just not the kind you can track in a spreadsheet.
Creating Fans (Not Just Customers)
Apple doesn’t just sell products—they create fans.
People rep the logo, talk about their experience, and evangelize the brand—just like I’m doing now.
That’s intangible ROI: attention, loyalty, and trust that drives future conversions before you even make an offer.
Authority Positioning
When I first started as a personal trainer, no one booked me.
But as people watched me train others and saw the results, my reputation grew. Eventually, I didn’t need to market myself at all—people came to me.
Your video content can do the same: position you as the go-to expert, shorten the sales cycle, and build trust long before the sales call.
Customer Retention
Most businesses focus so much on getting new customers, they forget the ROI of keeping the ones they already have.
Video content helps retain clients by:
Answering common questions
Offering ongoing value
Reducing support calls
Improving product usage
Minimizing returns
Retention is ROI. Period.
Content Repurposing
One video can become 10+ pieces of content across platforms.
Turn long-form into short-form clips, quotes, reels, carousels, and more.
This multiplies your marketing reach without multiplying your budget.
Final Thoughts
ROI isn’t just about sales.
It’s about:
Building relationships
Earning trust
Creating authority
Staying top of mind
Increasing lifetime customer value
So, define what kind of ROI you’re aiming for.
Create video content with that goal in mind.
And use the right tools to measure its impact.