Video View-Through Modeler
Model how video completion translates into down-funnel pipeline.
Your video drives about $1,050,000/month in attributed pipeline, $52.50 per view. Since conversion concentrates in people who finish, lifting completion (shorter, tighter, strong hook in the first 10 seconds) is usually the biggest lever.
View-through attribution is directional, some viewers would convert anyway. Use it to compare video investments and justify budget, not as precise last-touch credit.
About this calculator
Explainer and product videos are hard to justify on view count alone, the number that actually matters is how much pipeline they drive once you trace views through to completions and then to conversions. This modeler chains those three numbers together into a monthly revenue figure, and a per-view value you can use to compare video against other content investments.
How to use it
- Enter monthly video views and completion rate, the share who watch to the end.
- Enter the completer-to-conversion rate, what share of people who finish the video go on to convert.
- Enter the value of one conversion or deal.
- Read completions, attributed conversions, monthly pipeline/revenue, and the revenue value per single view.
Methodology
Completions is views × (completion rate ÷ 100). Attributed conversions is completions × (completer-to-conversion rate ÷ 100), the model assumes conversion concentrates specifically among people who finished the video, not partial viewers.
Revenue is conversions × deal value, and value per view is revenue ÷ total views, a blended per-view figure useful for comparing video against other channels on a common unit.
This is view-through attribution, which is directional rather than causal: some share of "attributed" conversions would likely have happened without the video. Use it to compare investments and justify budget, not as precise last-touch credit.
FAQ
The completer-to-conversion rate is defined against completions specifically because partial viewers who drop off mid-video are assumed to carry a materially different (usually lower) conversion likelihood; if you have data on partial-viewer conversion too, treat that as a separate, additional segment not captured here.
Since conversion concentrates in completers, lifting completion rate (shorter running time, a stronger hook in the first 10 seconds, front-loading the payoff) usually moves the needle faster than trying to grow total view count at the same completion rate.
Ad platforms' view-through windows use their own attribution logic and lookback periods, often overstating video's causal effect. This calculator uses your own completion and conversion data, still directional, but grounded in your funnel rather than a platform's black-box attribution model.