By Andrew Angus on July 10, 2012

We throw around a lot of impressive video statistics. For example, video helped Rypple increase conversions by 20% and an audience will remember 68% more from watching a video than reading plain text. But how can you be sure those stats will ring true for you and your business? Well, comprehensive video analytics can help.

Before we get to some of our favourite analytical tools, note that split testing is one of the easiest ways to generate analytics. All you have to do is record your baseline metrics using your current analytical tools, add the video to your website and then record the metrics again a week later. If there’s a large spike in sales, page views, signups or whatever else you might measure your success by, you know video is working for you!

Still, that method will really only give you an overview of how your video is performing. These five video analytics tools will show you even the smallest details.

1. Ooyala

With Ooyala’s recent announcement that they will be focusing on content discovery and analytics, there’s no denying that they’re a great option. Having received over $40 million in funding to date, it goes without saying that their processes are a success.

Ooyala has committed to providing asset performance, social sharing, video engagement and custom analytics. Still, Ooyala is not right for every business. They’re ideal for large video launches with mass appeal.

2. Vidyard

Vidyard is an expert business video hosting and analytics provider. Companies like Ernst & Young and Unbounce have entrusted their video analytics to Vidyard. With a stunning custom video player and real-time analytics (we’re talking second by second), Vidyard is perfect for anyone looking for a custom solution. Some key metrics include views, average attention span, minutes watched and most popular region. You can check out a live demo here.

3. YouTube Analytics

As a leader in the space, it’s no surprise that YouTube offers an analytics suite. First, YouTube offers basic analytics, which you can set to private or public. You’ll find total views, number of comments, number of favourites, number of likes, number of dislikes, discovery events (referrals and embedded), etc. Nothing too high-level yet.

Fortunately, YouTube also offers more advanced analytics. Channel subscriber changes, video engagement, demographics – the list goes on. This is an ideal choice for anyone on a small budget.

4. Google Analytics

Yet another industry leader has made its way to the list. Google Analytics, with some fine-tuning, can be used to provide video analytics as well. One of the easiest ways to track video analytics is using the Event Tracking feature. Simply select “Video” as the category, select the action you want to analyze (play, pause, stop, finished) and add a name for the label.

Sounds simple, right? Unfortunately, it gets a bit more complicated. Depending on how you host your video, you’ll need to add some extra code to your website. For example, tracking YouTube videos and tracking flash videos.

5. Vimeo Analytics

Vimeo offers basic analytics and advanced analytics, much like YouTube. Basic analytics are available to everyone, but only Vimeo Plus users can access the advanced analytics ($9.95/month).

Advanced analytics show comments, likes, total loads and total plays by day. Vimeo Plus also allows you to view analytics on embedded videos and your demographic. Vimeo is perfect for anyone looking to launch a high-quality, creative video on a budget.

With these comprehensive video analytics tools to choose from, you can’t go wrong. It all comes down to your video goals and budget. One thing is for sure though. To give your video real value, you absolutely must be using a tool that simplifies your video analytics and makes them actionable!

 

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