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Cost per video

Cost per delivered video vs cost per usable ad

Cost per video is the number most teams track. Cost per usable ad is the number that actually drives your budget. This page explains the gap and how to estimate it.

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Why the two numbers differ

Not every delivered video becomes a usable ad. Some miss the brief, some do not test well, some need reshoots. So cost per usable ad is your total production cost divided by the ads that actually reach testing, and it is usually higher than cost per video.

Tracking only cost per video can make production look cheaper than it is.

Estimate both

Enter your videos per month and your usable ads per month in the calculator, alongside your costs. It returns a cost per delivered video and a cost per usable ad, so you can budget on the number that matters.

Any figure mentioned on this page is an example for illustration only, not a market price. Use your own numbers in the calculator for a closer estimate.
Good to know

Common questions

What is cost per usable ad?
It is your total UGC production cost divided by the number of ads that actually reach testing, not the number of videos delivered. It reflects waste from off-brief or under-performing clips.
Why is cost per usable ad higher than cost per video?
Because some delivered videos never become usable ads. Dividing total cost by usable ads, rather than by all videos, gives a more honest production number.
Related

Keep estimating

How to estimate UGC creator rates from your own campaign needs

UGC creator rates are not one number. They depend on deliverables, usage rights and how you intend to run the content. This page helps you estimate a rate from your own needs.

What drives how much you pay a UGC creator

Deciding what to pay a creator is easier when you separate the deliverable from the rights and the volume. This page walks through the factors and helps you estimate a budget.

Creative fatigue can make production volume matter

When the same ads run too long, performance often slips and costs drift up. That makes a steady supply of fresh creative matter. This page helps you estimate the refresh you may need.

Calculate how many creatives you may need to test monthly

Creative testing only works with enough volume to learn from. This page helps you think about how many creatives to test and what producing them costs.

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