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Vidyard Knowledge Center

Introducing the Analytics Center

What is the Analytics Center?

The Vidyard Analytics Center provides you with data about all of your Vidyard players in one location, providing you with detailed reporting to measure the effectiveness of your video assets. Within the Analytics Center you can:

  • View a broad overview of Unique and Total Viewer Data, Visitor Engagement Data, and an Overview of Viewer Demographics.
  • Filter analytics by player, video, embed location, country, email address, or IP ranges
  • See a list of individual level attention spans (or heat maps) spanning multiple viewing sessions by a user on a single video.
  • Export data to a spreadsheet

To access the Analytics Center:

In the Analytics menu, click Analytics Center
In the Analytics menu, click Analytics Center.
 

Note: Check out these articles on how to Navigate data in the Analytics Center, and how to Export data to a spreadsheet.

A quick tour of the Analytics Center

As you scroll through the Analytics Center you have access to a wealth of information about your video and player analytics. Here's an overview of what you will find.

In the next articles you can also learn about how to navigate this data, or export this data.

General Data

The general data section displays more detailed month-to-month metrics about your viewership.

Quick Data Header
The quick data header

The header provides you with key metrics about all of your Vidyard players at a glance. You can quickly see the following information:

  • Number of views
  • Number of unique views
  • Minutes watched 
  • Most popular viewing region

Note: Both the total Views and Unique Views are aggregated over a player's videos. For example, if a player contains 3 videos, and one viewer watched all the videos, in sequence, one time, that will be counted as 3 views and 3 unique views for the player (one for each video). To view analytics for a particular video, you can set a filter for that video. In this case, setting a filter for the player and the first video would result in 1 view and 1 unique view.
Note: To calculate minutes watched, we round to the nearest minute watched. (Example: a video that was watched for 1:08 rounds down to 1 minute, and a video that was watched for 1:46 to 2 minutes).

Quick tip: You can use the information in the header to provide a quick, high-level overview of how well your video assets are performing to groups outside of your marketing department. The numbers look great in presentations and the most popular region shows you if you are hitting your key geographic market.

The Visitors graph

The Visitors graph, by default, will show the number of views for all of your players.
The Visitor data graph
 

Click Show Views by Player to see the graph broken down by individual players.
Note: Click the name of the player at the bottom of the graph to remove it from the consolidated view.
Visitor data graph showing views by player.
 

If your player is linked to a YouTube account, you can use the Show dropdown list to select Vidyard Views, YouTube views, or All Views.
Dropdown list: Vidyard views, Youtube views, All views
 

Quick tip: You can use the data presented in the Views graph to trend your views over the month to see drop-off rates for your videos, or how effective a marketing campaign is at driving views of your videos. Did you recently share a player on social media? You can use this graph to track your influence by determining how many of your friends and followers view your content.

 

Your Viewers section

Viewer data including Current viewers, Today's clickthrough rate,  and All Time clickthrough rate

The Your Viewers section provides you with the following details:

  • Current Viewers 
  • Today’s Clickthrough Rate
  • All Time Clickthrough Rate

The Current Viewers count is updated in real-time and can be used to live monitor your viewership.

Quick tip: You may want to watch this number to see the immediate impact after sharing a video over social media, or after a press release.

The Clickthrough Rate is a ratio that shows what percentage of viewers are clicking on your video. It’s calculated based on the number of visitors who viewed a video, divided by the number of visitors who have loaded the player. This ratio is calculated per user. For example, if a user were to visit a webpage that resulted in the player loading 10 times but clicked play once, their clickthrough rate would be 100%).
Note: If you're using a lightbox embed, it's good to keep in mind that the player does not load until a user clicks on the image of the player to load it.

Your clickthrough rate is one of the metrics you can use to determine if visitors to your site are viewing your video content. Your clickthrough rate can be affected by a number of factors, including:

  • Thumbnail (Splash Screen) displayed
  • Position of the video on the page
  • Size of your video

Quick tip: If you are seeing a lower than expected clickthrough rate, consider adjusting these factors. For example, you can use Vidyard’s Splashscreen Split Testing feature to trial various thumbnails on your player to determine which one leads to the most clicks.

Device Breakdown

The Device Breakdown graph adds onto your existing website metrics by providing you with details about what browsers are used to watch your video content.
Note: Use the Show Device Version checkbox in the upper-right corner of the graph to redraw the graph with the browser versions displayed.

Device breakdown chart

Quick tip: Understanding the devices and browsers typically used to view your content can influence decisions about where your content is placed, and what it contains. For example, if many of your visitors are primarily on mobile devices, you can adapt your content to suit with large, bold text and less detail to accommodate for small screens.

Engagement Data

Engagement data helps you track how much or how little of your videos your viewers are watching. Using heat maps, you can see how much of your video was watched, re-watched or skipped. You can see this data for individual viewers, or consolidated data for all viewers.

This section shows a consolidated list of contacts by default. Set a Filter for an email address or video to see a full breakdown of engagement data for that term. This data can show you which parts of your video holds your audiences’ attention, and which parts they find less engaging.

Once a filter is set, you will see a breakdown of engagement data. If you filter by email address you will see a breakdown of engagement data that individual viewer. If you filter by video you will see a Player Preview, and the viewing data from all viewers who have watched that content.

Engagement data by player preview.
 

The combined viewers data shows what percentage of your viewers watch your video up to a particular point in time.
Combined viewer data graph

A graph showing a high percentage of users watching until the end (such as the above graph) suggests that your content is more engaging than a video where the majority of viewers drop off early (such as the graph below).
Combined viewer data showing early viewership dropoff.

Demographics

Demographic data provides you with metrics pertaining to the embed locations of your videos and the geography of your viewers.

Views by Embed Location


Views shown by embed location

You can use the embed location metrics to determine what locations generate the most views for your videos. Locations in this view will include videos shared on social media and your sharing pages. With this data, you can make decisions about where you embed your videos and correlate the data with your website analytics to determine if page views are equating to video views.

Global Views

Views shown on a map, denoting viewer location

The Global Views map shows your volume of views by geographic region. Click Show Views by City to see individual cities that your viewers are in. Use the Geo Data Source list to filter viewers who viewed content from YouTube, Vidyard or All.

Quick tip: Examining the geographic distribution of your viewers allows you to see if you are reaching your target audience, but can also allow you to see if viewers in other regions are viewing your content giving you an opportunity to reach out to other regions with your other marketing assets.

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