The Dark-Funnel Video Audit
A free video marketing ROI assessment
Is your video spend wired to pipeline, or leaking out of it?
The Dark-Funnel Video Audit is a video marketing ROI assessment: a 10-question diagnostic from Frame to Funnel that scores whether your corporate video spend can be traced to pipeline. It takes about two minutes, asks no login, and rates three links in the chain — Pipeline (the goal the video serves), Stack (the martech plumbing that carries a viewer to a known contact), and Craft (the brief that gives each video a job).
At the end you get a score out of 30, a tier from “Vanity spend risk” to “Pipeline-wired”, the single weakest link in your system, and the one highest-impact fix that moves it. Your result appears on screen and lands in your inbox.
The three links come from the Frame to Funnel Method, and what the Audit is measuring is how much of your spend disappears into the dark funnel — the untracked stretch between a viewed asset and a known contact. If you would rather start with the money question, the CAC-to-Frame calculator works out whether a single film earns its cost back, and the glossary defines every term used here.
- Pipeline
Whether the goal is defined before the camera rolls.
- Stack
Whether a view resolves to a known contact and a next step.
- Craft
Whether the brief ties each video to a pipeline outcome.
What a video marketing ROI assessment actually measures
Not views, and not production quality. It measures whether the chain from a viewed frame to a tracked contact is intact — because that chain, not the film, is what decides whether the spend shows up in pipeline.
What the Audit scores
Audit questions, answered
What is the Dark-Funnel Video Audit?
The Dark-Funnel Video Audit is a free, two-minute, ten-question diagnostic from Frame to Funnel that scores whether your corporate video spend can be traced to pipeline. It rates three links — Pipeline, Stack, and Craft — returns a score out of 30 and a tier from “Vanity spend risk” to “Pipeline-wired”, and names the single highest-impact fix.
How long does the Audit take, and do I need an account?
The Audit is ten single-select questions and takes about two minutes. There is no login. You enter your email only at the final step to reveal and receive your full result.
What is the dark funnel?
The dark funnel is the untracked buyer activity between a viewed asset and a known contact. A prospect watches a brand film and later arrives through a channel that click-tracking never sees, so the video’s contribution to pipeline stays invisible. The Audit measures how much of your video spend is leaking into it.
What do the three scores mean?
The Audit scores three links in the chain. Pipeline measures whether the goal is defined before the camera rolls. Stack measures whether a view resolves to a known contact and a tracked next step. Craft measures whether the brief ties each video to a pipeline outcome. The lowest-scoring link, as a percentage of its maximum, is named your weakest link.
Is the Audit free?
Yes. The Dark-Funnel Video Audit is free and is a diagnostic, not a sales pitch. Your result includes your weakest link and one fix, and routes you to a resource matched to your score.
Each link the Audit scores has a field guide behind it. Why brand videos don't generate leads covers Pipeline, video attribution covers Stack, what a corporate video should cost covers Craft, and measuring video marketing ROI covers the arithmetic once all three hold. B2B video marketing is the system they belong to. If you would rather read the diagnosis before scoring it, B2B video strategy not working routes to whichever failure applies.