Advance Auto Parts Uses Video to Increase Enagagement, Sales

The second step was for Advance Auto Parts to measure how its videos were performing. Remember that it's not a popularity contest, said Kopetti, noting that 1 million YouTube views is great, but what's more important is learning what those views are doing for your brand. In addition to traditional metrics such as conversion rate, average order value and time spent on site, Advance Auto Parts is tracking more advanced metrics for its videos, including social shares (e.g., YouTube, Twitter, Facebook), average view time and watching path (e.g., how many videos did a customer watch before making a purchase, what was the first video in that sequence, what was the last, etc.).