Most brands measure UGC with the metrics the platform shows first, which are the ones least connected to revenue. Knowing which numbers to ignore is more useful than any reporting tool.
Views and likes tell you almost nothing
A video can be watched half a million times and sell nothing, and a video watched eight thousand times can pay for the entire month. Reach is an input, not a result, and treating it as a result is the most common measurement error in this category.
Watch the three second and the completion rate
Three second retention tells you whether the opening works. Completion rate tells you whether the message holds. Between them they explain most of why one variant beats another, and both are available before any sales data arrives.
Cost per purchase is the only real scoreboard
If a video is running as a paid ad, the question is what it costs to acquire a customer through it compared with your other creatives. Everything else is diagnostic. Rank creatives by that number and the arguments about which one looks best disappear.
Product page video needs a different measurement
On a listing, the metric is conversion rate on the page and the return rate afterwards. A video that lifts conversion but raises returns has not helped, and that pairing is the only honest way to judge a listing video.
Give a creative a fair test
A few hundred impressions proves nothing. Set a minimum spend or a minimum impression count before judging, and stop killing creatives on the first day because somebody in the meeting did not like them.
Keep reading
- Agency or UGC Creators in Mexico
- How to Hire UGC Creators in Mexico
- Influencer or UGC Creator in Mexico
- RFC and SAT Registration for UGC Creators in Mexico
- The complete UGC guide for Mexico
Find creators for your campaign →
Frequently asked questions
Are views a useful metric?
No, reach is an input not a result.
What predicts a winning variant?
Three second retention and completion.
What is the real scoreboard?
Cost per purchase against other creatives.
How do you judge a listing video?
Conversion lift and return rate together.
Sources
Checked on 26 August 2026. Thresholds and rates change: where this guide and the official source disagree, the official source is right.
