Do you understand the data you get after a live show on Facebook or YouTube? Get acquainted with these video analytics terms to create a game plan on how to continuously improve your future live shows.
Live Video Analytics Terms to Remember for your Journey
Do you listen to your viewers’ input on how to improve your live streams for better engagement and retention? But how can you get their opinions accurately?
Monitoring your video analytics is a great way to do that!
You may not be getting explicit feedback from your target audience, but checking and analyzing your video’s insights will give you a glimpse of what they think of your broadcasts.
Know how your videos are received by your target audience by understanding these video analytics terms.
Facebook Live Analytics Terms
Facebook is fairly new to the live streaming game compared to other platforms, but it has been improving and updating its system. And existing business pages in the platform are starting to explore the value of live video content for their sales and marketing funnel.
If you handle a page that just started live streaming, don’t just focus on the tools you need. Equip yourself with these video analytics terms to improve your marketing strategies as well.
All Posts Published
This section in the Facebook Insights shows an overview of all the published posts and how well they’re performing in engagement and reach. To view the metrics on your live broadcast, just click on the post with the video camera.
Total Video Performance
This section shows you the overall performance of all your live videos. You will be able to see how well your broadcasts are doing based on the views they gained. Remember though that this covers all the videos you posted and does not show the metrics of individual shows.
In this Facebook Insight metric, you can see the number of video views per specific time frame, total minutes viewed, concurrent viewers, and average watch time.
Total Minutes Viewed
The total number of minutes viewed on all your videos including replays. These are broken down by percentage into organic vs paid; posted, crossposted, or shared; followers and non-followers; as well as live and not.
Also known as Peak Live Viewers, it indicates the highest number of people who watched your video at the exact same time while it was live.
Average Watch Time
To get the average watch time of your broadcasts, Facebook divides the total view time of your videos with the number of times your videos were played.
This shows you how long your audience watched your live. Through this metric, you’ll know exactly when people decided to stop watching your live stream. You’ll also see the highs and dips through the show, helping you figure out what segment of your broadcast catches the most attention.
Video views are divided into the number of people who watched your live for one minute, 15 seconds, and 3 seconds. When you measure the time your audience spent watching your broadcast, you can plan your next show to include topics and activities that will encourage them to stay longer.
Funnels are designed to guide people from being a cold audience to a warm customer. Your funnels will depend on the data you need to monitor in a certain time frame. By setting it up, you’ll see how your audience is reacting to your videos. You can check how many people who engaged with your videos become an actual paying customer.
Measuring clicks allow you to see what’s driving traffic in your live stream. It shows you how many people actually watch your video attentively versus just allowing it to play in the background.
There are three types of clicks to monitor:
- Clicks to Play – how many people clicked on your video to play it.
- Link Clicks – how many times a link included in your video post was clicked on.
- Other Clicks – how many times people clicked on the other links you provided in the post.
Audience and Engagement
Knowing who your audience is and what keeps them interested greatly affects your engagement metrics. How will you elicit a response from your viewers if you’re not attracting their attention?
With insights from this metric, you’ll know how far your videos are reaching and how invested people are with them.
The number of people who saw activity on your page and can be divided into three sections:
- Organic – viewers who saw your video on directly from your page.
- Paid – viewers who saw your video through a boosted ad.
- Viral – viewers who saw your video through a friend who shared your post.
This measures the number of people who saw your video through organic or paid means. It shows you the fluctuations of your video reach over time, giving you an idea of which topics you should be allocating more promotional budget on.
- Organic: Unique viewers who saw your video directly from your page.
- Paid: Unique viewers who saw your video through a boosted ad.
This metric shows the number of viewers who reacted to your video. You’ll be able to see who liked, commented, clicked, and shared your video. You will also see the negative feedback it received. Any engagement rate above 1% is considered good.
Unlike YouTube, Facebook doesn’t have a dislike button for posts and videos. But you can still track negative feedback for each of your videos through the following:
- Post hides – when viewers hide your posts from their timeline. This means they don’t think your content is relevant to them.
- Spam reports – when viewers reports your page or post as spam. This happens when they see too many of your videos or posts on their timeline.
- Page unlikes – when viewers rescind their follow or like on your page. This means they don’t want to be updated with your page’s content anymore.
YouTube Live Analytics Terms
YouTube is the biggest video streaming platform right now and businesses are diving into it to expand their reach. But with the huge opportunity comes a dilemma: you’re competing with millions, if not billions, of content creators!
One of the surefire ways to attract more views is to continuously improve your videos. Fortunately, gathering the right data can help with planning for your next video. But before diving into the data, you need to first understand these metrics and their relevance to your live video marketing plans.
For Channel Growth
These metrics will give you the ammunition to reach more people and entice them to subscribe to your channel.
Total Watch Time
The total number of hours people spent watching your live streaming. Monitoring this metric helps you find out what specific events cause dips and spikes in your channel. Compare your watch time on a weekly basis to figure out which topics attract the most views.
This is the number of YouTube users who subscribed after watching your live stream. Becoming a subscriber means they want to watch more videos, live broadcasts, and other content from your channel.
This shows your audience’s general information: location, age, and gender. Knowing this information helps you understand how to tweak your video according to your viewer’s needs.
This metric measures the number of times your video was viewed from the beginning. A playback can happen during the actual live when the video was reloaded or every time someone rewatches the video from the very beginning.
Peak Concurrent Viewers
This data records the highest number of viewers who watched your video while it was live. Compare the concurrent viewers of your broadcasts to know which shows bring in the most people. Many factors affect the rise in concurrent viewers, including your guest, your topic relevance, and engagement activities.
This tracks the number of views a YouTube video or Live video gains in the first 48 hours of publishing. It’s an important metric to measure how well a video is performing.
This measures all the income your channel has accumulated over a specific time period, including any type of monetization as well as the net revenue from Super Chat and other paid content.
If you want to improve your interaction with your viewers, get acquainted with these analytics terms. These will paint a picture of how you can encourage your viewers to comment, react, and stay until the end of the broadcast.
Likes and Dislikes
You can get a sense of what your audience thinks of your video through the vanity metrics. The more views a video gets, the more likely it will get more likes or dislikes.
Average Watch Time
This tells you time your viewers spent watching you broadcast divided by the number of times it was played back.
This measures the number of times a viewer clicked on your video’s thumbnail after seeing it. It also shows how well your thumbnail captures your target audience’s interest enough to start watching your show.
What aspect of video analytics do you have a hard time understanding? And how is it important to your live video journey? Share your thoughts in the comments section below!
Going live is one of the best ways to create content without spending hours on production. Sign up with BeLive today and start live streaming to improve your page or channel engagement!
Pam Amantiad is a Content Writer in BeLive’s Marketing Team. With a degree in Creative Writing, she has nearly a decade of experience in digital marketing, particularly in content creation as a copywriter and a freelance blog writer. Not contented with producing written outputs, she dove into the world of live video marketing in 2019 and hasn’t left since.