How to analyze your Actions' (CTAs) performance

Get insight into the effectiveness of your video calls-to-action (CTAs)

Action Analytics gives you insight into how your video calls-to-action are performing with your audience. 

After you add an Action to a video, use analytics to optimize your clickthrough rate: change the type of Action you use, its position in the video, or refine the next steps you ask viewers to take.

Open your Action Analytics

You can find analytics for your videos' Actions (CTAs) in the Insights Dashboard. Scroll down to the Action Engagement widget to review your data.

1. Sign in to your Vidyard account
2. Select Insights > Insights Dashboard  from the main menu, then scroll down to the Action Engagement widget

How to filter your data

There are three ways to filter or change your "view" of Action Analytics data in the Insights Dashboard: you can change folders, your date range, and filter to a specific video. 

• Use the Change Folder button to switch into a different folder in your account. Your current folder dictates what group of videos' data you're looking at.
  • • • For example, the top-level parent folder allows you to see your analytics for the entire account. Changing into a different folder allows you to focus on analytics for specific groups of videos.
        
        
• Use the Date Range menu to select a time frame (7/30/90 days, last year, or lifetime).
  
  
• Use the search bar at the top of the page to filter the dashboard to a specific video. Filtering to a specific video shows different graphs. 
  • • • To see whether a specific viewer clicked on an Action, go to insights for a specific video 

How to read your Action Analytics

Your Action Analytics tell you how many times viewers clicked on your Action when it was presented in your video.

• Action Loads: the number of times the Action has displayed to viewers (an "impression")
• Action Clicks: the number of times a viewer has clicked on the Action
• Clickthrough rate: the percentage of viewers that clicked an Action after it was loaded on the video (total clicks/total loads)

To look at more data and expand the list of Actions, click on See More.

Your Team's performance with Actions

The Insights Dashboard helps you understand the effectiveness of particular Actions. For a different perspective, you can also analyze how well specific members of your Team(s) are performing by the number of Action clicks they receive on their videos. 

Open the Team Performance Dashboard to review Top Performers by Action Clicks.

1. Select Insights > Team Performance Dashboard from the main menu
2. Filter the data by Date Range and Team
3. Look at the Top Performers - Action Clicks to understand the number of times viewers have clicked on Actions in your team members' videos

Frequently asked questions

How are Action clicks tracked?

Vidyard tracks clicks using HTML elements within an Action's code. Quick Actions, and most Custom Actions will automatically have trackable elements.

We do not support tracking clicks on external, third-party elements (anything added with an iframe).

Can I define a specific button or link to track clicks?

By default Vidyard automatically tracks all interactions with the following HTML elements:

• <a href>
• <button>
• <input type=button>
• Form submits
• <div> tags with click handlers

If there is a specific button or link that you want to track, you can add the attribute data-clicktarget to the element within the Action's HTML editor. When a viewer clicks on any element with this attribute, it will count as an "Action Click".

Heres an example of adding data-clicktarget to a button:

<a data-clicktarget class="button-item" target="_blank" 
href="https://google.com" style ="width: 204px;"> Go to social </a>

To access your Action's HTML editor, follow these steps:

1. Select the Actions icon from the main menu
2. Choose the Action you would like to change
3. Click on the HTML tab, then edit your Action's code as needed

How do I increase engagement with my Actions?

Not getting a lot of clicks on your CTAs? Try the following suggestions:

• If your Action loads ("impressions") are low → place your Action earlier in the video or create shorter videos. Viewers may not have watched enough of the video to reach the Action.
  
  
• If Action loads are OK, but clickthrough rate is low → change position of Action in the video (earlier or later). Experiment with a different ask for your audience (e.g. "book a meeting" versus "request more info"). Viewer may have seen the Action, but chose not to click on it.