You’re planning to run a video action campaign. How should you approach your measurement strategy?

How should you plan your measurement approach when running a video action campaign to track conversions effectively?

• Focus solely on impressions and views
• Measure conversions alongside fundamental video metrics to track campaign success
• Ignore post-click activity
• Only track reach without engagement

Explanation

When running a video action campaign, the primary goal is to drive measurable actions such as purchases, sign-ups, or reservations. Therefore, your measurement strategy should combine fundamental video metrics like view-through rates with conversion tracking to understand the campaign’s effectiveness fully. This approach allows you to assess both engagement with your video content and actual user actions, providing insights for optimization and ensuring you achieve a strong return on ad spend.