Measure Your Wistia Video Performance in Google Analytics

James Zhang


We’re making it easier than ever to measure the impact of your video efforts in the context of your larger marketing goals! We are excited to announce a fully native integration between Wistia and Google Analytics. In fact, there are likely video events flowing into your Google Analytics account as we speak.

How does it work?

This new integration doesn’t require adding any special code to your site. As long as you include the regular Google Analytics tracking code on the pages where your videos live, video events will pass in automatically!

You should see the following events being logged:

  • Play
  • 25% watched
  • 50% watched
  • 75% watched
  • 100% watched
  • Conversion: currently defined as a Turnstile email completion

Events can be found within the “Behavior” section of your Google Analytics dashboard:

Want to know which videos your prospects watch before converting? Not a problem! Set up Goals and track video events for those who convert. Better yet, compare video events for those who convert versus those who don’t and look for patterns.

A few final notes … 

  • The integration only works with embedded videos on pages with your Google Analytics code, not on media pages within your Wistia account.
  • If you don’t want to activate this feature, you can turn it off for your entire account in your Account Settings. You can read more about disabling Google Analytics for specific video embeds in the documentation.
  • If you already had the old Google Analytics Lab installed and running, you don’t need to do anything! You can remove the Lab code from your page, but it won’t harm anything if you leave it there.

Notice any interesting trends in the data you’ve already collected? Let us know in the comments!

James Zhang


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