Video Stats Overview
All about engagement graphs, Heatmaps, action stats, and play rate.
The video stats page in your account is chock-full of sweet, sweet data. Learn all about how to read it.
On the media stats page (accessible by clicking Stats on a video’s page) is a smorgasbord of data. Here you’ll find all sorts of goodies — like engagement, play rate, action stats, and more.
If you want a quick prep on the terminology we’re using, head over to the Wistia Glossary. Otherwise, read on for all of the nitty gritty details about understanding Wistia video stats.
The video level is where a ton of information lives. Here you can find detailed insights into how the video was viewed — both at the aggregate level through the engagement graph, and individually through heatmaps. Plus, Wistia provides some great stats around turnstile and calls-to-action. Who clicked which call to action and annotation link? It’s all here.
To access the media-level trends page, first open up the media page for your video (where you can watch the video in your account, something like: https://private-sharing.wistia.com/medias/h5iqv6yow5). Click Stats in the Overview panel.
The blue section of the engagement graph shows the engagement of viewers who clicked play on the video. The orange section on top shows the number of times that section was rewatched. Move your cursor over the graph (from left to right) to see specific information for a time or frame in the video, and click the graph to play the video from that point.
Want to know more? There’s a lot to cover on this topic, so check out the help page all about engagement graphs.
The summary bar next to the engagement graph displays overall data for the viewers of the video.
You can use this for high-level data comparison — like percent of viewers who clicked play, percent viewed, and total time watched. This is also where you’ll find all of that awesome data around action stats, like who entered an email into Turnstile or clicked an annotation link.
Confused about how we got these numbers? Click Show Details for a deeper explanation of this information.
On the video stats page you’ll see Average Engagement next to the engagement graph. The average engagement for your video’s playback shows you how much attention your viewers are paying to your content.
Engagement is calculated by looking at the total plays and multiplying that number by the length of the video. This gives us the total amount of time your audience could have spent watching your videos (or 100% engagement rate). Then we take the actual time people spent watching the videos (hours watched), and divide that by the first number. And boom! Engagement rate.
Hint: if you ever forget this calculation, you can always click the Show Details button on your stats page to see the breakdown again.
Engagement is a tricky metric to apply globally. At Wistia we tend to look at engagement metrics differently depending on the goal of the video.
Help Center engagement rates tend to hover around the 50% mark since they’re teaching pieces, and people tend to leave once they’ve gotten the necessary information.
With our launch videos however, we look for 70% engagement as a healthy number.
And finally there are those unicorn videos that have super high engagement rates, like this silly one with 89%. We must have done something right that day. 😉
That being said, lots of different factors play into engagement rate. We’ve written about it a good amount, so check out the below resources for more help understanding and improving engagement rate:
Below Average Engagement on the video stats page you’ll next see Total Plays. This one’s pretty easy, but total plays shows you the raw number of times your video was played — no matter how long your viewer sticks around.
Finally, below Average Engagement and Total Plays on the video stats page, you’ll see Play Rate. Play rate, like average engagement, is a calculated stat.
We take the number of unique plays and divide it by the number of unique page loads. We calculate loads as anyone who loaded the player on your page (which, for the most part, unless you’ve done some fancy coding, or your viewers were super fast when running away from your page 🏃) is pretty synonymous with your webpage loads.
Just like average engagement, play rate isn’t one size fits all.
At Wistia, we think about play rate in a few different ways. For example right here, in the Help Center, we look for metrics that — were we taking a final exam — might look like they’re failing. But in truth, 50% play rate around these parts means we’re doing something right.
If the video is a product update, we’ll probably see a pretty (seemingly) dismal play rate. But based on the placement of that video — on a page where people visit a lot for something else, in a popover embed with a text link — a 3% to 5% play rate is pretty healthy.
Want some help with play rate? Head over to the blog where we’ve got a post cooked up just for you.
Actions are an easy way to track viewer engagement from Calls to Action, Annotation Links, and Turnstile email submissions. Actions also include clicks on the Share buttons and navigation with Chapters.
Hovering over a waypoint below the engagement graph will show what percentage of viewers took a certain action during your videos — like entering their email. Clicking the waypoint reveals the individual heatmaps for those viewers. Waypoints indicate actions taken on Timeline Actions, which include Turnstile submissions, and clicks on calls to actions and annotation links.
Chapter markers will be indicated with a smaller dot below the Engagement Graph. Hovering over the dot will reveal the chapter title, and the total number of clicks that chapter received.
Curious to see how many viewers shared your video in their social networks using the Share buttons? See the total count by selecting Show Details. There you’ll see the total number of shares and the share rate. Scroll down to the individual heatmaps, and you’ll be able to hover over the smaller grey dots to reveal which Share button the viewer selected.
If you’re building a site with video, or just testing things out, you’ve probably loaded (and played) your videos a few times. This means your stats might be a bit skewed. Nobody likes to start with bogus stats, so reset those bad boys before your launch.
On the video stats page, scroll down to the bottom. There you’ll see an options to Reset Stats. Go for it! Just confirm that you absolutely, definitely want to reset them (there’s), and you’re good to go.
Having problems with your stats? Bummer! Your first step is to check out our Status Page to confirm that nothing funky is happening on our side of things.
Then head over to the Stats Troubleshooting page to check out our tips.