For businesses and nonprofits, a storytelling video can make all the difference between a prospect who keeps scrolling and one who fills out a contact form. But the problem is, it’s not always clear how to track video ROI and conversions directly.
When a single video can pop up in so many different places online– like your website, social media pages, email newsletters – it can be tough to measure how much the video contributes to your bottom line. For example, Google Analytics might show that your newsletter is the main driver of donations for your nonprofit’s website, but the embedded fundraising videos are what touch people enough to click the “donate” button.
That said, there are ways you can get a clearer picture of your ROI for video content, and track which campaigns resonate with your audience the most. Read more about them below, courtesy of a Rhode Island videographer.
How to Measure ROI Video Conversions
Set Up UTM Parameters for ROI Video Tracking
UTM parameters are tags you can add to links that show Google Analytics where your traffic comes from. For example, if you add a UTM-tagged link in the description of a YouTube video, Google Analytics will show that the prospect found you through the video (although there’s also a more direct way to track conversions in Google Analytics with YouTube videos).
You can also add UTM links to video links themselves. For instance, if you add a UTM-tagged video link in an email campaign for donors, you’ll see whenever the video leads to a click-through.
UTM parameters for social media are an exceptionally helpful way to track your organic reach, because it gives you a clear indication of which content inspires action in your audience.
How to Create a UTM Link for ROI Video Tracking
You can turn any video into a UTM link with Google’s Campaign URL Builder. You can make it in under a minute by following these steps:
- Paste your current video URL into the “website URL” box.
- Choose your traffic source in the “campaign source” box, like “video content” or “YouTube.”
- Choose the medium (where the link will be shared), like a newsletter or your website.
- Name the marketing campaign associated with your link.
- Copy the URL and paste it wherever you’d like to track clicks.
Create a Dedicated ROI Video Landing Page
One of the simplest, easiest ways to measure a video’s ROI is to create a dedicated landing page on your website tied to the video campaign. Any purchases, sign-ups, or donations made through the landing page’s URL are directly traceable to your video campaign.
Try not to mix calls to action on your landing page. Instead, keep all the on-page content action directly linked to the main goal of your featured video. For instance, if you’re tracking new student enrolment for a University, you can pair the sign-up form with a video of success stories from past students. Clarity makes it easier to track how well your video performs and will give you tips for your next video campaign!
Track ROI Video Platform Analytics
If your video is hosted on an external site, like YouTube or Vimeo, you can use that platform’s tools to track data about your content.
YouTube Studio will show you in-depth data about your viewers, including click-through rates and where your viewers found your content, such as through a search or recommendations. You can also see information that will help you understand how people are viewing and engaging your content, like the average watch time, completion rates, and audience demographics. These metrics are exceptionally helpful to understand how your viewers find you, and if they match your target demographics.
Vimeo offers many of the same analytical tools, with other interesting features, like heat maps that show which sections viewers find the most and least engaging. Vimeo’s paid tier offers bonus perks like lead-capture forms embedded in the player itself. That can come in handy if you’re using the video to promote new customer sign-ups, or registration for an event.
Use Google Analytics for ROI Video Tracking on YouTube
YouTube also allows you to track conversions in Google Analytics by link Google Analytics directly to your channel. This is a more convenient way to see how videos move traffic off social media and into your inbox, without having to manually create a UTM link for your video’s description.
Use CRM Tagging
If you use a Customer Relationship Management (CRM) software, like HubSpot, Salesforce, or DonorPerfect, you can tag your contacts based on how they found you. This method requires a little manual setup, but the data it yields can give you hard numbers on ongoing video ROI.
For example, with a nonprofit, you can you can track lifetime donations from people who first found you through your video campaigns.
You can also use this method to track harder-to-find conversions with businesses. If someone signs up for emails through a video link, then later goes on to make a purchase, you can attribute the sale to your video.
Ask an Intake Questionnaire
Sometimes, the simplest route is the best route. Whenever a new lead or donor reaches out, ask how they first heard about you. Consider adding videos into your “how did you hear about us” options on your contact form, or emailing prospects a follow-up survey made with Google Forms.
We usually recommend the contact form route, since it’s easier for prospects to include the info while you already have their attention.
Work with A Rhode Island Videographer
If you’re ready to work with a video production specialist who can help you create content that makes a clear impact on your bottom line, Sean McVeigh Media is ready to film.
We have 20+ years of videography experience partnering with corporations, nonprofits, schools, and hospitals to create content that connects your stories with your audience and drives video ROIs that will make everyone on your team happy. Contact us today to tell us more about your goals for video content.
