Whether it worked.
WHAT TO DEFINE FIRST
What the media was meant to achieve.
WHY
Without that, any number can be presented as success.
WHAT METRICS EXIST
Views and impressions Watch time and completion rate Engagement Click-through Conversions
WHICH MATTER LEAST
Views, which measure distribution rather than effect.
WHICH MATTER MOST
Whatever corresponds to the actual purpose.
WHAT COMPLETION RATE REVEALS
Whether the content held attention.
WHAT AUDIENCE RETENTION GRAPHS REVEAL
Exactly where people left.
WHY THAT IS THE MOST USEFUL SINGLE MEASURE
It identifies the specific moment that failed.
WHAT TO DO WITH IT
Examine what happens there, and fix it next time.
WHAT COMMON PATTERNS MEAN
- A steep early drop: the opening failed
- A gradual decline: normal
- A drop at a specific point: something specific lost them
WHAT TO COMPARE AGAINST
Your own previous work, rather than others' figures.
WHY
Audiences, formats and platforms differ too much for external comparison.
WHAT TO TEST
Thumbnails and openings, which affect results most.
WHAT TO RECORD
What you tried, and what happened.
WHAT TO AVOID
Optimising for numbers that do not serve the purpose.
