We are about to activate a campaign on YouTube and we would like to discuss the best way of measuring success and using the information we get to optimise the campaign in the future.

First, this should have been decided before you created the YouTube campaign. Always have your finish line defined before you start the race.

Since that did not happen, however, your next best option is to determine what best impacts your business.

It is tempting to look at "views" or "likes" or "subscribers" as a measurement of success, but, ultimately, those are vanity metrics. They look good, but they do very little.

What do you want people to do after they watch your video?
- Buy something?
- Sign up for something?
- Donate to something?
- Take a trip somewhere?
- Call a friend?

Those actions will be what you should measure the success of your campaign.

All the best,

Answered 6 years ago

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