Video is the channel where cost concentrates most in production: filming, editing and voiceover take the bulk of the budget, while distribution is relatively cheap. That is why our tool separately shows cost per view (CPV): more views on the same video divide the production cost across more views every month and bring CPV down. Like content marketing, video compounds; a good tutorial collects views for years.
The revenue chain runs through views: a small percentage of views click through to the site, and a percentage of those clicks turn into sales. The critical lever here is in-video direction; on videos with no description link, no cards and no end screen, views are many and clicks are few. To measure, separate video-sourced traffic with UTM tags. Indirect effects such as a lift in branded search do not enter this calculation, so the result is the lower bound of video's value.
