Interpreting Your Video Metrics
October 23rd, 2018
How do you measure the success of your interactive projects?
Whether your ultimate goal is to drive product sales, train your employees, craft an engaging marketing pitch or any of the many use cases for interactive video – you’ll need to be able to track key metrics to know if you’ve achieved your objectives.
You may be asking – how do I know whether an interactive campaign is successful? What analytics should I be tracking? WIREWAX is here to help you optimize your content by analyzing performance, identifying trends and pinpointing viewer interests in real time to help you achieve better results.
WIREWAX tracks 150 data points from the moment you publish your video – whether on your website, within your app or on social media channels. Our real-time metrics dashboard is always accessible from the Studio and provides updated reporting on how your video is performing. You can also download a custom report to dive deep into the numbers. 📈
Read on to learn how you can interpret these metrics and leverage the insights to improve your video’s performance.
RELATED: Best Practices for Interactive Video
WIREWAX counts a ‘view’ as soon as the video starts playing – whether upon ‘autoplay’ or viewer-initiation (click-to-play). You can also track unique views, as some engaged audiences may watch your video more than once.
Out of your total audience of viewers, active viewers is the number of viewers who have interacted at least once (clicked on a hotspot, branch point or other source of interactivity). Active views, accordingly, are recorded when a view includes at least one interaction.
👩🏼💻Smart Tip: Both views and unique views can help you determine how many people you’re reaching with your content – to increase view performance, consider hosting your video on a landing page and driving traffic directly to it from your homepage or your social media accounts.
WIREWAX tracks everything you need to know to determine if your interactive elements themselves have been successful.
Interactions are the number of times a viewer engaged with your video. Each time you add a hotspot, a branching point, or other clickable element to your video, you’re giving the viewer the opportunity to interact.
Interaction rate describes how many of your viewers interacted out of all viewers of the video.
You can also discover how many of your viewers have interacted with each particular hotspot or clickable point. Want to know which product is the most enticing to your engaged viewers? Get granular with this individual tag data.
👩🏼💻Smart Tip: To increase viewer engagement with your interaction points, consider the following:
Are my hotspots viewable and on screen at least 3 seconds?
Do I have a clear call-to-action that lets the viewer know they’re about to watch an interactive experience?
Do I have too many hotspots on screen at once – possibly overwhelming my viewers?
Click-outs and dwell time
Depending on the type of interactions in your video, you could be interested in these metrics.
Click-outs are hotspots that direct to a URL and you can track how many times a user has been driven to the website you designated.
If your video relies heavily on video overlays, you can see how long a viewer spent reading and interacting with the content within.
After you dive into the numbers, take a look at the WIREWAX recommended industry benchmarks and see where your video stacks up. We’ve pulled stats from around the web and leveraged our own insights to determine what success means for interactive video.
Of course, video performance can be based on a variety of factors – including vertical, so feel free to use these benchmarks as guidelines for your video performance, alongside your own content strategy and goals.
Had great success with an interactive project, or need help with an upcoming one? Tell us about it!