SaaS Video Analytics: What to Measure (And What to Ignore)
You've launched your explainer video. Now what? If you're only tracking views, you're missing the real story.
Here are the metrics that matter for SaaS:
- View-through rate (VTR): What percentage of viewers watch the full video? If it's under 40%, your video is too long or too boring.
- Drop-off points: Where do viewers stop watching? This tells you which section needs improvement.
- Conversion rate: How many viewers take the desired action (sign up, book a demo)? This is the ultimate metric.
- Interaction rate: If you have interactive elements, track clicks. This shows what features prospects care about.
We worked with a SaaS company that discovered 70% of viewers were re-watching the security section. They made security the lead in all sales calls, and MQL-to-SQL conversion rose 24%.