You've put together a video marketing strategy, created a library of videos, and now, you're embedding those videos all over your social channels, landing pages, and beyond. The views are really starting to rack up — which is nice! — but you get this nagging feeling that there is more to the story. How do you really know your video marketing efforts are successful? Marketers, business owners, and video makers need to be able to answer this question.
With Vimeo Business, we've created tools to help you easily determine what's working well — and what's not — so you can make informed decisions to grow your business. Hit play to learn about new features (like our seamless Google Analytics integration) then scroll on to learn how you can effectively measure results.
Tracking the right metrics allows you to use videos strategically, but it's easy to lose yourself in the abundance of data and reports. Here are a few key video metrics that you should be tracking:
The number of views (or loads) a video gets is often considered a vanity metric. But within the context of social media, this is an important one to track to let you know if your videos are reaching viewers far and wide. This metric is especially important for organic social media efforts, because with paid methods, reach is exactly what you're dishing dollars for. You'll also want to track shares and likes. Both of these help you increase your reach, since your sharers and likers are exposing this video to their own friends on social.
When you track growth in this way, you can uncover really important pieces of information that will shape your future strategy, like what seasons your posts perform best in, or what types of videos work well on which channel. So, if you see that summertime posts tend to get less engagement (hello, vacay wi-fi), you may want to focus your paid efforts for those indoor seasons when it'll make the most impact.
Watch rate (or play rate)
This is defined as the number of plays divided by the number of loads (loads = the number of times the video player fully loads with your video on any web page). This helps you understand if your videos are in the right place, reaching the right audience, and appealing to your viewers. You can increase and optimize play rate by testing various versions of your video thumbnail, the length of your video, the location of the video on the page, copy, design, player customization (think colors and logo), and more. Good news: we've got tips for selecting gorgeous thumbnails and customizing those embeds.
Retention and engagement
The best indicator of your video's quality is whether people are watching all the way through to the end. If they're not, you can look at where they're dropping off to find opportunities for improvement. The easiest way to monitor this is by looking at the finish rate (what percentage of viewers watched the entire video) and the average percentage watched (what percent of your video, on average, is being watched by all viewers before they drop off), and you can find the data you need to calculate this in your stats dashboard.
But to get even deeper insights, you should be looking for continuous engagement and retention throughout the video. Vimeo Business offers advanced stats tools for just this reason: so you can see at any given point how many people are watching your videos and at what points they've moved on. So, if you see that people watch your new product video for about one minute, then drastically drop off, you may want to investigate: is there something that happens after that point that's kinda boring? Or is that just the length you should be shooting for in general? In this way, in-depth stats tools help you optimize your video strategy over time.
Your ultimate goal is to amplify your lead generation and conversion efforts, and with videos, that means your “call to action (CTA) completion rate.” The best way to track how well your videos are performing on that front is by tracking how many times people click your CTA buttons and links and then convert. This is true both for CTAs within the player and within the page where the player is embedded.
If your CTAs appear on other sites like Twitter, Facebook, or external blog sites, you can track them by creating something called a unique tracking URL, which lets you identify where your viewer came from. And the same tests you used for play rate — like switching up thumbnails or copy — will also impact conversion, and help you create more effective CTAs and videos in the future. For example, you could test a thumbnail that shows an amazing shot of your new product vs. one with a happy person using your product, and see which one drives more conversions.
If your CTAs are on your own site, you can simply tag each CTA with the web analytics tool that you use and then pull a report to show clicks and conversions for users who engage with your CTA.
It's important to track not only stats that are directly tied to the video, but also inspect the data on the page where the video lives. Often, this is done with Google Analytics — which is seamlessly integrated with Vimeo Business to make all the numbers easier for you. We recommend digging into the various metrics that Google Analytics can provide, and specifically the video stats that the Vimeo integrations brings into the dashboard, but these are likely the best places to start:
Bounce rate and time on page
Is your video making your page more engaging and appealing? To find out, track how long your visitors stay on the page, and how many of them leave without perusing for more. If you compare a few versions of the video through A/B tests, you will determine the value of the video and how to optimize it for best results.
The Goal Funnel Report is a feature of Google Analytics, which allows you to define a typical pathway a viewer would take to reach one of your goals. So, if you want someone to purchase a new product you just launched, this might mean you want people to visit your homepage, click on over to your checkout page, then hit that coveted “buy” button. Your Goal Funnel Report will let you see how effective your site is at driving visitors along that path.
This is a bit more complex, but very powerful if done right. The first step is to determine what pathways are your “goal funnels.” Then you can build a report to track them: see which channels are driving traffic to your landing pages, how many visitors abandon, where they go, and how many ultimately complete the goal.
Here's a Google Analytics Goal Funnel example, featuring a 10% conversion rate.
Additionally, in the Landing Pages Report you can measure how much revenue a landing page is generating for you — which ultimately helps you determine the return on investment on your videos the drive there or are embedded there. A lot of factors can impact your results, like the length of your funnel, traffic sources, the devices people are using, etc. — but these numbers can provide a great look into what your viewers want, so that every video you make gets better and better.
Put those metrics to the test
The key to analyzing your video data is to focus on testing, adapt your choices based on the results, and nudge the numbers into the right direction to grow your brand. And if you're looking for powerful tools to help you track all the right things, Vimeo Business is designed to do just that. Join now, and let us know what features you're enjoying the most and what new things you'd love to see us add next.