If you’re sharing your videos across multiple platforms, like websites, emails, ads, events, or social media, Wistia will provide a breakdown of where your viewers are coming from and which channels drive the most traffic to your videos.

To access your traffic analytics, navigate to the “Analytics” page below the media title.

On the “Analytics” page, open the "Traffic" tab, where you’ll find a breakdown of page referral, UTM parameter, and viewing device metrics.

Referral data indicates the previous webpage viewers were on before accessing the site with your embedded media.

For each referrer, you’ll see the referral URL, visit count, play count, and average engagement percentage (i.e., how much of the video your audience watched on average). Click on any category to reverse the sorting order.

There are a few reasons why a referrer might be labeled "Unknown" in Wistia. The viewer may have:

A referrer may also show as "Unknown" if the website has a strict referrer policy, wraps the player in a custom iframe, or self-hosts or modifies the embed code.

A UTM parameter is a short snippet of code you can add as a tag at the end of your page’s URL to track the metrics and performance of your marketing campaigns.

Here’s an example of a link with a UTM parameter: http://www.example.com/videoABC?utm_campaign=blog+post

UTM parameters can help you identify websites, pages, articles, and posts that drive traffic to your videos.

There are five UTM parameters you can track in Wistia:

Once you’ve appended a UTM parameter to a page where your media is embedded, Wistia will display visits, plays, and engagement analytics on the "Traffic" page.

A UTM campaign is a custom parameter used to identify which campaign a media is associated with. For example, you might have a campaign for your “Summer Sale”: http://www.example.com/videoABC?utm_campaign=summer+sale

Once you’ve added the campaign UTM, you can see which campaigns are driving

traffic to your Wistia media.

UTM source refers to the page or site viewers were on before they got to your video. By adding the utm_source parameter to the URL of your page, you can track the primary traffic source for your media. Examples of traffic sources include Facebook, Google, or an email list. The traffic source is more general, rather than a granular look at a specific Facebook post or blog post.

Example: www.example.com/VideoABC?utm_source=facebook

Adding a UTM Medium parameter lets you track how viewers discover the page with your embedded media. This covers various channels like social media, affiliates, organic search, paid ads, newsletters, and email.

Example: www.example.com/VideoABC?utm_medium=email

UTM content identifies the specific content or link a viewer clicked. Use it to tell apart variations within the same campaign, such as two buttons in one email or two versions of an ad.

Example: www.example.com/VideoABC?utm_content=header_button

UTM term identifies the keywords used in paid search campaigns.

Example: www.example.com/VideoABC?utm_term=video+hosting

The “Viewing device” section categorizes visits, plays, and engagement analytics by screen size. Screen size refers to the device type viewers use to play your media, such as a desktop or tablet.