How does this method work?
CTR, audience retention and RPM describe the different stages: selecting the video, watching it and generating revenue. Upgrading one does not automatically heal the others. If the headline is too strong but the content doesn't live up to the promise, the clicks may be good but the viewer experience may be poor. Use the report not as a single success score, but as tools that answer different questions of the production process.
Evaluation with a concrete example
When comparing two videos, choose the same post-broadcast time, similar format and traffic sources. The viewer looking for a specific answer in the search may not behave the same as the viewer who comes to the home page out of curiosity. Don't count RPM as the direct profit of the video; The production cost does not appear in the report. When a metric changes, it may be unnecessary to change the entire channel format without understanding why.
