Every media uploaded to your account has a dedicated "Analytics" page containing in-depth metrics for your media's embedded locations, viewer engagement, and more.

Click the “Analytics” tab on any media page to get started.

If you’ve embedded your media on a landing page, we’ll collect insights for plays that occurred in that environment.

Visit the “Embed” tab on the media analytics page for an overview of all embedded locations and plays for a selected date range.

If you’re sharing your videos across multiple platforms—websites, emails, ads, events, and social media—you can get a breakdown of where your viewers are coming from and which channels drive the most traffic to your videos.

Navigate to the "Traffic" tab for an overview of UTMs, traffic sources, and the devices viewers use to play your media.

The Referral section displays the previous webpage viewers were on before accessing the site with your embedded media.

For each referrer, you’ll see the referral URL, visits, plays, and average engagement (what percent of the video was viewed). You can sort by any of these categories to help you gain valuable insight about your media.

A UTM parameter is a short snippet of code you can add as a tag at the end of your page’s URL to track the metrics and performance of your marketing campaigns.

Here’s an example of a link with a UTM parameter: http://www.example.com/videoABC?utm_campaign=blog+post

With Wistia, UTM parameters can help you identify websites, pages, articles, and posts that drive traffic to your videos.

There are five types of UTM parameters, and the three you can track in Wistia are:

Once you’ve appended a UTM parameter to a page where your media is embedded, Wistia will display visits, plays, and engagement analytics on the "Traffic" page.

A UTM campaign is a custom parameter used to identify which campaign a media is associated with. For example, you might have a campaign for your “Summer Sale”:

Example: http://www.example.com/videoABC?utm_campaign=summer+sale

Once you’ve added the campaign UTM, you can see which campaigns are driving traffic to your Wistia media!

The UTM ‘Source’ refers to the page or site viewers were on before they got to your video. By adding the utm_source parameter to the URL of your page, you’ll be able to track the primary traffic source for your media. Examples of traffic sources are Facebook, Google, or the name of an email list. The traffic source is more general, rather than a granular look at a specific Facebook post or blog post.

Example: www.example.com/VideoABC?utm_source=facebook

Adding a UTM Medium parameter lets you track how viewers discover the page with your embedded media. This covers various channels like social media, affiliates, organic search, paid ads, newsletters, and email.

Example: www.example.com/VideoABC?utm_medium=email

The Viewing Device section shows Visits, Plays, and Engagement analytics categorized by Screen Size. Screen Size represents the device type, like Desktop or Tablet, that viewers use to play your media.

The “Engagement” tab of your media analytics page outlines the all-time plays and engagement rate from your viewers.

Below the engagement graph is a list of heatmaps detailing each viewer’s interactions with your media.

Check out our user engagement overview for more information.

If you’ve used the Publish to Social feature to share your video, analytics from your social posts will populate in the “Social” tab.

Review our Publish to Social article for more information.

Analytics in the “Conversion” tab include submissions from Wistia forms (i.e., Turnstiles).

“Total impressions” refers to the number of opportunities viewers had to submit their contact information using a lead capture form.

“Total submissions” refers to the number of leads submitted by the viewers who saw the lead capture form.

“Completion rate” is calculated by dividing the number of viewers presented with the Wistia form by the number of those who submitted it. For example, out of the 165 people who had the opportunity to submit their information, 23 did so.

Below the graph is a list of all collected names, emails, and submission dates. Click “Export” to generate a CSV report of all submissions in the selected date range.

Missing data or having trouble with your media analytics? Review our analytics troubleshooting article for some common troubleshooting steps.