You know that feeling when you’re pouring money into video marketing but can’t tell if it’s doing anything? It’s like throwing darts in the dark, you might be hitting the bullseye, or you could be missing the board entirely.
In this post, I will walk you through tracking your video content so you will know if it's actually bringing in revenue. We’re talking practical steps: setting clear goals, using UTMs, making sense of Google Analytics, and syncing with your CRM.
Let’s get started.
Set Clear Objectives
Imagine you’re planning a road trip. You wouldn’t just jump in the car and start driving without knowing your destination, right? Yet that’s exactly how many businesses approach video. They create content, post it, and hope for the best.
That’s like setting off on a car trip from Kent to Aberdeen without a GPS. You’re moving, but are you heading in the right direction?
To know if a video is successful, you need to know what success looks like. Are you trying to:
Generate leads?
Increase brand awareness?
Reduce customer support time?
Drive direct sales?
Each goal requires a different set of key performance indicators (KPIs). For example, if you're goal is to generate leads, you might track landing page form submissions. If you're trying to save time on support tickets, maybe it’s the drop in repetitive enquiries after launching a how-to video.
Without clear goals, tracking ROI is like running a race with no finish line, you won’t know when you’ve achieved your goal.
Use UTM Tracking
Let’s talk about UTMs. Sounds technical? A bit. But think of them as digital breadcrumbs. Without them, you’re wandering blind. With them, you can trace exactly where your results are coming from.
Whenever you share a video on YouTube, LinkedIn, email, or anywhere, add a UTM-tagged link to your website to your call to action. That link might look like this:
?utm_source=youtube&utm_medium=video&utm_campaign=q2_leadgen&utm_content=product_demo
Here’s what those mean:
utm_source: The platform (e.g., YouTube, LinkedIn)
utm_medium: The type of content (e.g., video)
utm_campaign: The marketing initiative (e.g., new_website_launch)
utm_content: The specific video (e.g., company_promo_2025)
It may look complex, but there are tools like Google’s Campaign URL Builder that make this a breeze. Once your links are tagged, Google Analytics will show you exactly which videos (and platforms) are pulling their weight.
Just make sure you stay consistent with the UTMs that you are using. This is where a spreadsheet may come in handy.
Go Deep With Google Analytics
Most companies just look at how many people visit their website. That’s a start, but the real value lies in what those people did next.
Google Analytics can help you:
Track how long visitors stay
See which pages they browse
Follow the path they take toward a sale or enquiry
You can build a simple custom dashboard that ties directly into your UTM-tagged links. That way, you’re not just tracking views; you’re tracking meaningful actions.
This insight helps you double down on what’s working. If a certain video keeps leading to conversions, that’s your cue to create more like it.
Connect Your CRM To Google Analytics
Here’s where it all comes together. When you connect Google Analytics with your CRM, you can follow someone’s entire journey, from watching a video to filling in a form to signing a contract.
The setup varies depending on your CRM, but it’s worth doing. Most platforms like HubSpot, Salesforce, or Zoho have integrations or tutorials that show you how.
Once connected, you can:
Attribute revenue to specific videos
Understand your average time from view to sale
Identify content that attracts your most valuable customers
In short, you’re no longer guessing. You’re proving exactly how your video content contributes to your bottom line.
Final Thoughts: Take the Guesswork Out of Video ROI
If you want to justify your video budget, you need to connect the dots from content to cash.
Start by setting goals that align with your business outcomes. Tag your links with UTM parameters so you know where your traffic comes from. Use Google Analytics to track meaningful behaviour. Finally, connect everything to your CRM so you can trace revenue back to the video that sparked the journey.
It doesn’t have to be perfect from day one. Just start simple, build as you go, and before long, you’ll have a crystal-clear picture of your video’s value.
Need help making sense of your video data, or want to create content that actually moves the needle? Check out my subscription plans and see how they can help you track, tweak, and grow your results through video marketing.