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Video Metrics
How are the metrics on the table calculated?
How are the metrics on the table calculated?
Erika Lehmann avatar
Written by Erika Lehmann
Updated over a week ago

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1. Plays

Total number of times your video has been watched.

*Note: If autoplay is on, a play counts as soon as the video starts playing. Even if the viewer unmutes and restarts the video while autoplay is still on, the play count remains 1.

2. Play Rate

The play rate is the percentage of sessions where your video was played. It's calculated by dividing the number of successful plays by the total number of sessions.

successful plays / sessions

A successful pay occurs when someone in their session begins playback.

Example: if there were three sessions and only one played the video, the play rate would be 33%

3. Unique Plays

Total number of times your video has been watched, excluding repeat viewers.

4. Engagement

This is the average of the overall engagement of your video. The formula is:

engagement = totalWatchedTime / (totalWatches * videoLength)

(total watched time is a summary of all watches from everyone)


Total Watched Time: 100 minutes (the combined time all viewers spent watching your video)

Total Watches: 20 times (your video has been watched 20 times)

Video Length: 10 minutes

Engagement =

Total Watched Time /

Total Watches×Video Length

Engagement =

100 minutes / 20 × 10 minutes

Engagement =

100 / 200

Engagement = 0.5

So, in this example, the engagement would be 0.5 or 50%. This means that, on average, viewers are watching half of your 10-minute video.

*Note: Sessions in the context of video analytics refer to instances when the video is loaded. This concept is akin to Google Analytics, where 'sessions' indicate the times your webpage was loaded.

5. Conversions

These are the number of people who converted for this video. I.e. the number of viewers who completed the desired action for this video (opt-in for your list, bought your product, etc.)

6. Conversion Rate

This represents the percentage of viewers who have converted out of the total number of people who watched your video.

To calculate it, we use a simple formula:

(Conversions x 100) / Unique Plays

7. Average Order

This is the total revenue of all conversions divided by the total number of people who converted.

*Note: you set the revenue per conversion when you're creating a new conversion

8. Revenue

Total income calculated for this video, based on the conversion value you gave your conversion when you created it.

9. Unmute Rate

This is how often users unmute a video. We only count a video as ‘unmuted’ in the following cases:

- The smart autoplay overlay to unmute the video is clicked

- The ‘Play’ button on the Control Bar is clicked

- The Volume button on the Control Bar is clicked


You can calculate your video's total watch time by using this formula:

[plays] * [engagement] * [video length]

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