Video Analytics: The 3 Metrics That Actually Predict Ad Success

You're celebrating 10,000 video views.

But here's the truth: Views don't always matter.

Three metrics matter. Everything else is vanity.

Metric 1: Completion Rate (Most Important)

What: % of people who watched the entire video

Target: 50%+

Why it matters: High completion rate tells Facebook "People like this. Show more people."

Low completion rate tells Facebook "People don't care. Show fewer people."

Algorithm favors high-completion videos.

A 30-second video with 80% completion beats a 60-second video with 30% completion.

Metric 2: Click-Through Rate (Most Actionable)

What: % of people who watched and clicked your CTA

Target: 2-5% (depends on niche)

Why it matters: This is the bridge between watching and buying.

High CTR = viewers are interested enough to take action.

If CTR is low but completion is high: Your hook works, your CTA doesn't. Fix the CTA.

Metric 3: Cost Per Result

What: How much you paid for each lead/click/booking

Target: Below your break-even point

Why it matters: This is profit or loss.

If you spend £1,000 and get 20 leads at £50 CPL, but conversion rate is 10%, cost per customer is £500. If customer value is £1,000+, you're profitable. If it's £400, you're not.

What NOT to Obsess Over

• Impressions (irrelevant if nobody watches)

• Reach (irrelevant if CTR is low)

• Engagement (comments don't equal conversions)

• Cost per view (views don't equal leads)

These are vanity metrics. They feel good but don't predict success.

The Simple Dashboard

Track these three things:

• Completion rate (target: 50%+)

• Click-through rate (target: 2-5%)

• Cost per result (target: profitable)

That's it.

Everything else is noise.

If you're based in the North East and your business need help generating more leads through expertly crafted and specifically targeted odds, contact us now.

Contact Us