Levels are measured in decibels dB. There are 2 scenarios that dictate where your levels should land: recording and delivery (editing) levels. Never hit 0 or go above 0 when recording audio, you should be on the negative end or else it will cause audio distortion. -10 to -12 is a good range to have your levels in because it gives enough head space before peaking, in case a sound becomes too loud. You should always keep an eye on your levels when recording and adjust it depending on the environment and who you're recording. You can have your subject talk in the tone they plan to in order to set your levels. For delivery levels, it depends on where you plan to distribute. Streaming services or TV have strict guidelines about the audio levels. For web videos, try to get your levels as close to 0 for your final project, but make sure it doesn't peak.
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