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Media Analytics

Track video and audio engagement on your website.

Overview

Media Analytics tracks how visitors interact with video and audio content on your website. Understand what content gets watched, how long people stay engaged, and where they drop off — essential for optimizing your media content strategy.

Navigate to Media in the main menu to access this feature.

Supported Media Types

Ghost Metrics automatically tracks media from:

Video Platforms

  • HTML5 video — Native browser video elements
  • YouTube — Embedded YouTube players
  • Vimeo — Embedded Vimeo players

Audio

  • HTML5 audio — Native browser audio elements
  • SoundCloud — Embedded SoundCloud players

Other Players

  • Most JavaScript-based video players
  • Custom video implementations (may require configuration)

What’s Tracked

For each media file, Ghost Metrics captures:

Engagement Metrics

  • Impressions — How many times the media was visible on a page
  • Plays — How many times playback was started
  • Play rate — Percentage of viewers who hit play
  • Average watch time — How long visitors watched/listened
  • Completion rate — Percentage who watched to the end
  • Unique viewers — Individual visitors who watched

Behavior Metrics

  • Pause events — When visitors pause
  • Seek events — When visitors skip forward or backward
  • Full-screen events — When visitors go full-screen

Drop-Off Data

  • Viewing timeline — Where in the video viewers stop watching
  • Drop-off points — Specific moments where viewers leave

Viewing Media Analytics

  1. Navigate to Media
  2. See a list of all tracked media files
  3. Click any media item for detailed analytics
  4. Explore engagement reports and viewing patterns

Media Overview

The overview shows all your media with:

  • Play counts
  • Average watch time
  • Completion rates
  • Engagement scores

Individual Media Reports

For each video or audio file:

  • Performance over time
  • Audience retention graph
  • Engagement breakdown
  • Traffic sources to the media

Understanding Media Metrics

Play Rate

Percentage of visitors who saw the media and pressed play.

Low play rate may indicate:

  • Video thumbnail isn’t compelling
  • Video isn’t prominent enough on the page
  • Autoplay might be more appropriate (use carefully)
  • Visitors don’t understand what the video is about

Average Watch Time

How long viewers watch before leaving.

Low watch time may indicate:

  • Content doesn’t match expectations
  • Video is too long
  • Quality issues (audio, video, pacing)
  • Content isn’t engaging

Completion Rate

Percentage of viewers who watch to the end.

Low completion rate may indicate:

  • Video is too long
  • Content loses interest partway through
  • Key message should come earlier
  • Call-to-action is being missed (if at end)

Engagement Timeline

Shows what percentage of viewers are still watching at each point in the video.

Use this to identify:

  • Where viewers drop off
  • Which segments are most engaging
  • If viewers skip certain parts
  • The effective length of your content

Common Use Cases

Optimize Video Length

  1. View the engagement timeline
  2. Find where significant drop-off occurs
  3. Consider shortening videos to that point
  4. Front-load important content before drop-off

Improve Video Content

  1. Identify videos with low completion rates
  2. Watch for patterns in drop-off points
  3. Analyze what’s happening in the video at those moments
  4. Revise content to maintain engagement

Measure Video ROI

  1. Track which videos drive conversions
  2. Compare video viewers vs non-viewers
  3. Attribute goal completions to video engagement
  4. Justify video production investment

A/B Test Thumbnails

  1. Create different thumbnail versions
  2. Track play rates for each
  3. Identify which thumbnails drive more plays

Evaluate Video Placement

Compare performance when video is:

  • Above vs below the fold
  • On different pages
  • With different surrounding content

Healthcare Video Strategies

Provider Introduction Videos

Track to ensure:

  • Patients watch enough to feel connected
  • Key information is delivered before drop-off
  • Videos help drive appointment requests

Procedure/Treatment Videos

Monitor:

  • Are patients watching the full explanation?
  • Where do they have questions (rewinds)?
  • Do these videos reduce call volume?

Facility Tour Videos

Measure:

  • Do virtual tours drive visits?
  • How much of the tour do people watch?
  • Which departments/areas generate most interest?

Patient Testimonials

Analyze:

  • Which testimonials resonate most?
  • How long should testimonials be?
  • Do testimonials drive conversions?

Best Practices

Track All Meaningful Media

Ensure all your important videos are being tracked. Missing data = missed insights.

Compare Similar Content

Benchmark similar videos against each other:

  • Which provider intro performs best?
  • What makes high-performing videos different?

Analyze by Traffic Source

Video performance varies by how visitors arrive:

  • Social media visitors may engage differently
  • Paid traffic might have different expectations
  • Email visitors may be more targeted

Track media performance over time:

  • Is engagement changing?
  • Are new videos performing better/worse?
  • Seasonal patterns in viewership?

Combine with Other Data

Use media analytics alongside:

  • Heatmaps — See where video players get clicked
  • Session recordings — Watch how visitors interact with videos
  • Goals — Connect video views to conversions

Mobile vs Desktop

Video engagement often differs on mobile:

  • Shorter attention spans
  • Sound may be off
  • Full-screen behavior varies

Configuration Options

Tracking Settings

Configure which media types to track and how:

  • Enable/disable specific player types
  • Set minimum play duration to count as a “view”
  • Configure which events to track

Custom Media Tracking

For custom video players or unique implementations, contact support for tracking configuration assistance.

Limitations

  • Some embedded players may have tracking limitations
  • Videos loaded dynamically may need additional configuration
  • Offline video playback isn’t tracked
  • Very short videos may have less detailed engagement data

Next Steps

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