A successful video marketing campaign is an important task for digital marketers. More than 50% of them consider that video delivers the best ROI and high-potential leads to engage with your brand.

But if you are spending your time and money on creating video content, you need to measure the success of your video marketing efforts.

Most digital marketers underestimate its value when it comes to video marketing analytics and don’t know its actual impact on lead generation, brand value, and sales.

 Video marketing analytics provides the data to make informative decisions based on established facts.

Why Does Your Business Need Video Marketing Analytics?

In the oversaturated digital market, personalized content is the new standard in marketing.

Custom video content from analytics data will help you to stand out in front of your desired target audience and will get more conversion.

83% of digital marketers think that using video gives them a good ROI and it’s a key part of their marketing strategy.

Moreover, video marketing analytics provides the data to make informative decisions based on established facts.

For sure, it requires some time and effort to analyze all of your campaign data to figure out what works for you and what doesn’t work at all. Packed with these findings, you can adjust your video marketing campaign to better fit your audience’s viewing needs. 

Key Video Metrics You Should Track to Analyze Results

With so much data coming in, it’s difficult to know what to do with it and which metrics to track.

Once you focus on the right metrics and understand how they relate to your marketing objectives, you will piece together the jigsaw puzzle of video marketing. 

Here are top key metrics to help you measure the success of your video content against your video goals:

• The number of views: The raw number of times your video has been watched by someone. Whereas on Facebook or Instagram it’s the number of times someone accidentally watched your video and it started autoplaying.
• The number of impressions: The number of times your video content is displayed in the user’s browser or app whether it was clicked or not. Impressions count each time someone sees your video.
• Engagement: Likes, comments, and social shares help you measure how well your video resonates with your audience, which video topics you need to focus on in the future, and how much your audience trusts your content and brand.
• Average view duration: This metric allows you to figure out how long your users watched the video before bouncing. For example, if your 50-second videos have a 25-second average view duration, you need to cut them down by 12 seconds.
• Average completion rate: The percent of each video your users watch. It evaluates your video’s ability to hold attention. 
• Audience retention: The percent of your audience that watches your video from start to finish. Facebook displays this metric like this below:

• Re-watches: The number of times people watch your video or a specific part of it again. This metric helps you decide which topics resonate with your audience and create video content about these topics.
• Click-Through-Rate: It shows how well your video makes people take the desired action. In case of a low CTR, you need to change the placement of your CTA in the video.
• Viewer location and demographics: Top locations and your audience that watch the video from. This data helps you detect top locations and your personas to target more precisely if you want to improve your videos.

For example, if your top audience is female, age 15-30, and your top location is New York, you need to use this data to target this audience with future videos.

• Peak Live Viewers: It shows the highest number of viewers that watch your live videos on Facebook. This data allows you to adjust and change the time of day to stream your videos. 

• Bounce rate: The percent of people who visit your video, but then leave it without exploring other web pages.
• Play rate: The percentage of people who clicked play and started watching your video. This metric shows how relevant your video is to the topic of your page, and how successful it is at attracting visitors to watch. A low play rate demonstrates a problem with your marketing.
• Conversions: This metric evaluates the number of leads or clients your video has received. This is the final result that shows the number of persuaded viewers who converted into customers. 

These are the most important metrics to measure the success of your video content, but they aren’t the only ones. For building, optimizing, and designing your video marketing campaign, you will need effective analytics tools. So, let’s start with the best…

Top Video Marketing Analytics Tools

Due to the variety of video analytics tools available on the market, you can make more informed and valuable marketing decisions. In this article, we will cover the tools that will help you to do a deep dive into your marketing campaigns.

1. Wave.video 

If you are looking for a multifaceted video platform for your business, Wave.video will be a good choice that covers almost everything you need to do online and evaluate your overall video performance. 

This tool is great not only for creating professional videos for your website, social media, ads, etc, but also helps you track your video content performance and simplify your video marketing efforts.

The tool provides a detailed breakdown of how the videos hosted on the platform perform.

Videos that you embed using Wave.video Hosting get dashboards where you can see the most important metrics like engagement, unique plays, and the total time that people have spent watching your videos.

The creation and production options with this platform make it easy to build awesome videos to access customers and progress sales opportunities.

It has an extremely user-friendly interface and a great Wave.video’s team that always listens to customers and adds more features on a monthly basis. 

Pricing: 

Free plan is available. The paid plan starts from $24 per month. 

2. SE Ranking

The SE Ranking’s main goal is to give the audience more of the video content that they love.

That will increase your video SEO through the most important video metrics. SEO techniques give marketers an opportunity to reach a wider audience and increase their online presence through high engagement.

SE Ranking is one of the most fantastic value-for-money SEO tools you can find out there.

The tool helps you solve Competition analysis, Keyword brainstorming, and Link-building problems for your video marketing strategy. Its Website Audit feature comes with a detailed analysis of your video content from an SEO perspective. 

The tool also provides accurate data, comprehensive analytical reporting, and extra tools like an On-page SEO audit to complete more tasks with greater efficiency.

With the large pack of useful features and tools SE Ranking supports, you will get positive results on all your video marketing projects.

Pricing: 

A free 14-day plan is available. The Paid plan starts from $31 per month.

3. Facebook Insights

If your online business is on Facebook, you need to use Facebook analytics nonstop.

To better understand how people respond to your videos on Facebook, its Insights page will provide information like

• unique video views,
• video views,
• the average view duration,
• and audience retention. 

This is a good way to realize who is following, watching, liking, and sharing your video content. The tool allows you to dive deep into content insights, overarching traffic trends, and your audience. 

Pricing: 

Free

4. Finteza

If you are using your website to promote your videos, Finteza offers advanced tracking to better understand whether your audience is engaging with your videos. You don’t need to have special skills to set up coding on your site with Finteza. 

You will get detailed information about traffic quality and conversions of your videos, which is something no other web analytics focused on.

The best thing about the tool is measuring the effectiveness of Youtube traffic and generating more traffic to your website.

Pricing:

Free 30-day plan is available for their analytics services. The paid plan starts from $25 per 100.000 unique users a month.

5. YouTube Analytics

YouTube offers an in-built analytics tool known as YouTube Analytics to better understand the performance of your videos.

With this tool, you can get comprehensive reports about your viewers by monitoring data like

• watch times,
• repeats,
• comments,
• likes,
• and the demographics of those who watch your videos. 

The tool also allows you to generate reports on your traffic by analyzing traffic sources, off-hours, conversions, traffic sources, and much more. With its visualization capabilities, you can visualize your data with different graphs and charts to get important insights into your video performance and audience.

Pricing: 

Free

6. Clicky

Clicky is a great web analytics tool that allows you to get the tiniest details for every segment of visitors with the real-time update by the minute.

The tool includes a lot of unique features as compared to other analytics.

According to Mariano Rodriguez, the Marketing Specialist at LawRank, at this point, “Clicky is an excellent option to perform from data modeling to data visualization. It gives access to real-time analytics that show more information than Google Analytics makes available.”

Its Video Analytics feature can help you get pause/seek monitoring of your video content. This makes it easy to show whether your video is sparking the desired interest of your audience and which parts of your videos make them get stuck or bored.

Pricing: 

Free plan is available. The Paid plan starts from $9.99 per month.

7. Vidalytics

Vidalytics is a powerful video platform for digital marketers that gives you all the data you need about your videos.

The tool hosts, streams, and plays your videos on your website. Vidalytics includes the first video conversion tracking that gathers all conversion data of your customers up to the specific videos they watched. You can see all the exact moments in your video when people decided to take the next step.

With Vidalytics, you can segment all key metrics by country, device, traffic source, times viewed, etc.

Its detailed analytics shows which parts of your videos people are skipping and rewinding. You can use heatmaps to detect the most engaging, boring, and confusing part of your video content.

Pricing: 

A free 14-day trial is available. The Paid plan starts from $25 per month.

Bottom Line

As you can see, the software and technology available on the market to you are countless, especially when it comes to video marketing.

In this article, you’ve explored 7 awesome video analytics tools that tell you not only how your videos are performing but help you optimize your video’s promotion and distribution efforts. 

Each tool is different and can be useful for video marketers with different types of objectives. Some features do overlap, a couple of them offer heatmaps, but each of them is unique and useful in its own way.

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About the autor:

Irina Weber is a freelance writer and content strategist at SE Ranking. She loves helping brands create, publish, repurpose, and distribute content through different marketing channels. She is a regular contributor to a lot of media outlets like SEW, SME, SMT, CMI, etc.