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
The "Referral" displays 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.
Unknown referrer
There are a few reasons why a referrer might be labeled "Unknown" in Wistia. The viewer may have:
Pasted the URL directly in their browser address bar.
Visited the URL through a browser bookmark.
Visited the site as the first page in a window or tab.
Used security software that stripped the referrer from all requests.
UTM parameters
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 types of UTM parameters, and the three you can track in Wistia are:
Campaign
Source
Medium
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.
UTM Campaign
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
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 are Facebook, Google, or the name of 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
UTM Medium
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
Viewing device
The “Viewing Device” section categorizes visits, plays, and engagement analytics by screen size. Screen size represents the device type that viewers use to play your media, like a desktop or tablet.
