Every number we keep on every video, and what each one tells us
The DaveLabs Team3 min read
A business does not need more numbers. It needs the right ones, joined together, so it can see which video brought which customer. This is what we keep, and why.
On every post
| Number | Where it comes from | What it tells us |
|---|---|---|
| Views | Every platform | How far the post travelled. Useful, never the goal. |
| Engaged views | YouTube Analytics | Views that went past the first seconds: whether the opening held people. |
| Watch time | YouTube; Facebook and TikTok where they give it | The total attention a video earned, which every platform rewards. |
| Average view duration, and the share of the film watched | YouTube Analytics | Where the story loses people, and whether the call to action is ever reached. |
| Likes and comments | Every platform | Whether it moved people enough to act at all. |
| Shares | Every platform | Free reach: the strongest sign a video is worth paying to show more widely. |
| Reach | Facebook and Instagram | How many different people saw it, not how many times. |
| Subscribers and followers gained and lost | YouTube; account totals | Whether a video builds an audience that sees the next one. |
On every audience
Who watched, in groups only: age band and gender, country, and the share of views each group made. We never keep who a viewer is, who commented, or anything sensitive a platform might infer. Groups are enough to answer the question that matters: is this video reaching the people who buy?
On every ad
| Number | What it tells us |
|---|---|
| Impressions | How often the ad was shown. |
| Paid views | Views as each platform counts them for ads: a ThruPlay on Meta, a 6-second view on TikTok, a view on YouTube. |
| Clicks and engagements | Whether the ad moved people towards you. |
| Cost | What was spent, day by day, in the ad account's currency and in US dollars. |
| Conversions | Results the platform itself attributes to the ad. |
| Cost per result | The number that decides where the budget goes next. |
| The estimate before launch | A low and a high figure for what the budget should buy, so a result is judged against what was expected. |
On every customer
This is where most marketing goes blind and where we do not. With your website and apps connected, every step is counted, joined to the video and the ad that started it:
- 1View
Someone watches a video on their phone.
- 2Click
They follow its link: a tagged visit we can trace back.
- 3Landing
They arrive on the page that sells.
- 4Sign-up or lead
They open an account, fill in a form, ask for a demo, call or start a WhatsApp chat.
- 5Cart and checkout
They choose what to buy.
- 6First deposit or sale
They pay. The result you are actually paying us for.
The technical side of this is in how we track a customer from the first view to the first deposit.
On every film
Numbers only become lessons when you know what was in the video. Every film is indexed: its hook, its pacing, how many shots, whether a face appears in the first three seconds, when the product and the logo first appear, its tone and format, the claim it makes, whether it has an offer, its voice, the tempo and shape of its music, when the call to action comes, and its emotional arc. How every video is indexed.
The numbers that decide what we do
- Cost per result, against the result agreed for the cycle. Everything else serves this.
- Conversion at each stage of the funnel, so we fix the step where people stop, not the one that looks bad.
- How many people stay past the opening, the clearest sign of a hook that works.
- How much of the film people watch, which tells us whether the offer and the call to action are ever seen.
- Shares, which mark the videos worth putting money behind.
Likes and views are reported in full. They are signals, not the goal.
How often each number arrives
| Numbers | How often |
|---|---|
| Live counts on a post (views, likes, comments, shares) | Hourly for its first three days, then twice a day |
| YouTube Analytics (watch time, view duration, share watched, subscribers) | Daily, a day after |
| Account totals | Daily |
| Ads (impressions, views, clicks, cost, conversions) | Hourly while they run, and on demand |
| Customer events (sign-ups, deposits, sales) | As they happen |
