In short
- Start with the purpose of the video, then choose one or two measures that match it.
- Decide the measures before release, not after you see the numbers.
- Use counts you can actually check, and report them as they are.
- Claim that a video led to a sale or a sign-up only when you can show the link.
To measure whether an event video worked, begin with its purpose. Then choose one or two measures that match that purpose, agree them before release and report only what you can check.
Why start with the purpose?
A video made to thank people cannot be judged like a video made to find customers. If you measure the wrong thing, a good video can look like a failure, and a weak one can look like a success.
Write the purpose in one sentence before the video is released. For example: “Staff who missed the event can catch up on the main announcements.” That sentence tells you what to count.
Which measure fits which purpose?
This table is a starting point. Choose from it, and do not try to track everything.
| Purpose | Possible measures | Watch out for |
|---|---|---|
| Inform staff or members | Number who watched, share who watched to the end | Watching is not the same as understanding |
| Recognise people | Replies, thanks, shares inside the team | Comments are hard to count; note them in words |
| Record the event | Whether it was delivered, stored and can be found again | Value shows up later, when someone needs it |
| Support a sales conversation | Whether the video was sent and whether replies mention it | A reply does not prove the video caused a sale |
| Promote the next event | Sign-up or enquiry numbers after release | Many things affect sign-ups, not only the video |
| Report to a sponsor | Whether the agreed clips were delivered and shown | Check what the sponsor agreed to receive |
What counts as a measure you can trust?
A good measure has three features. You can check it, you can compare it with something, and it relates to the purpose.
- Use counts. Views, completion, replies, downloads, sign-ups.
- Compare sensibly. Compare with your own earlier videos on the same platform, not with other companies.
- Link to the purpose. If the goal is sign-ups, count sign-ups, not only likes.
Platforms show their numbers in their own way, and the definitions can change. Read what each number means on the platform you use, and note the date you collected it.
How honest should the report be?
Report what you have, and say what you do not know. Three habits keep a report fair:
- Say how you counted. “Views on our own page over the first month after release.”
- Separate fact from guess. “Enquiries mentioning the video” is a fact. “The video caused the enquiries” is a guess.
- Do not invent attribution. If you cannot show the link, say the video was one of several things that happened.
Ask new customers or new members how they heard of you. A simple question in a form gives you better evidence than a chart.
A short example
This is an illustrative example, not a real result. A company sends a highlight film to prospects after its launch. Before sending, it writes the purpose: “Prospects remember us and feel confident to reply.” It chooses two measures: how many opened the film, and how many replies mention it.
Later, the sales team sees that several replies mention the film. They report that as it is: replies mention the film. They do not say that the film produced the sales.
That statement is honest, and enough to decide whether to do it again. Our video purpose and measurement planner helps you write the purpose and choose measures in this way.
Planning for measurement before filming
Some measures need decisions early. If you want to see how many people watched to the end, the video should be hosted where that can be seen. If you want to compare two versions, you need two versions. Our post-event video asset planner helps you plan the versions, and the distribution schedule guide places each on a date.
For specific uses, see our guides on sales follow-up and sponsor evidence. To weigh cost against use, read about estimating the value of several outputs.
What we confirm for your event
- Versions per purpose. From the purpose you write, we list the versions needed so each can be measured.
- Format. We deliver files in the format your platform needs.
- Short cuts. A short version for a different audience can be planned into the edit.
Where we can help
If you hold footage and want a version made for a clear purpose, our event video editing service starts by assessing what you have and what is achievable.
If you want to measure a video later, tell us the purpose now. We plan the filming and the versions so the right things can be counted.
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