Video Analytics
From the library, choose Video Analytics for the whole picture, or open any video's settings page for that one video's figures.
Two things are worth knowing before you read any of it: the figures are a snapshot taken at the last sync rather than a live count, and a "view" counts a play starting — which on a public page happens by itself.
Before You Begin
Steps
Refresh the figures before reading them
Viewing data is brought in when you ask for it, not continuously. The page shows when it last synced — use the sync control to bring it up to date before drawing any conclusion.
If the last sync was weeks ago, every figure on the page is weeks old. This catches people out most often after a launch, when the numbers look flat because they predate the campaign.
Read the headline figures
- Views — how many times playback started.
- Unique viewers — how many distinct people, so repeat watching does not inflate it.
- Total watch time — all time spent watching, added up.
- Average view duration — how long a typical view lasted.
- Completion rate — average view duration as a share of the video's length.
- Last 7 and 30 days — the same counting over a recent window, which is what tells you whether anything is happening now.
Interpret the completion rate carefully
Completion rate is average view duration divided by the video's length. Because a public page starts playing as soon as it loads, every visit contributes a view and a few seconds of watch time — including visits from people who never intended to watch.
On a long video shared widely, that drags the completion rate down to a few per cent. It is not a sign the video is bad. Compare videos of similar length against each other rather than against an absolute target.
Look at the timeline
The views chart over time is where the useful signal is. A flat line with one spike tells you which day something was shared and whether interest held afterwards.
This is the chart to check after sending a campaign that included a video link.
Check the audience breakdown
The dashboard breaks views down by country, browser and device.
Device is the one that most often changes a decision. A video watched mostly on phones needs larger text on screen and makes a vertical or square crop worth considering.
Compare videos against each other
The library-wide view lets you rank videos by views and watch time. Look for the ones with few views but high average duration — those are good videos nobody has seen yet, and the cheapest improvement available to you is sharing them more.
Result
You can tell which videos hold attention, which are merely being loaded, and which deserve more distribution. Combined with the timeline you can also tell whether a specific send worked.
Important: Figures are a snapshot from the last sync, not a live count. Always refresh before reporting a number to anyone, and treat the last-sync timestamp as part of the reading.
Info: Deleting a video deletes its viewing figures with it, and that cannot be undone. If a video's performance is part of a record you need, note the numbers before you delete it.
Tip: The thumbnail is the lever that moves views, and the opening fifteen seconds is the lever that moves average duration. If a video has views but a very short average duration, the problem is almost always the opening rather than the body.
