If you've got a Wistia form (i.e., Turnstile) on your video and you've racked up submissions, use the Conversion tab in your media analytics to review the data you've collected.
Tip
To access this page, navigate to your video's manage page, click "Analytics," then choose the "Conversion" tab.
From the Conversion tab, you can see how your form performed, segment and filter submission data, identify new vs. returning viewers, and more.
Form performance
Within the Conversion tab of the media analytics page, you can analyze your form's performance with total impressions, total submissions, and completion rate based on the date range you select. This data is displayed as a graph as well.
Total impressions refers to the number of opportunities viewers had to submit their contact information using a lead capture form.
Total submissions refers to the number of leads submitted by the viewers who saw the lead capture form.
Completion rate is calculated by dividing the number of viewers presented with the Wistia form by the number of those who submitted it. For example, out of the 165 people who had the opportunity to submit their information, 23 did so.
Note
Form submissions are only available in this report from August 1, 2023, onwards, and are limited to submissions from Wistia forms. Conversion analytics exclude third-party forms like HubSpot, Marketo, and Pardot.
Form submissions
Below the form performance graph in Conversion analytics, you'll find more granular form submission data, including information on individual viewers. We'll show you an identified viewer count, the number of new contacts added, and an audience table with tons of details.
Note
The audience table is currently limited to viewers who submitted a Turnstile.
The audience table is a collection of viewer email addresses, submission dates, and contact statuses (new or returning) gathered from your Wistia form.
Note
Someone is considered a new contact if this is their first recorded interaction within the past 2 years.
The audience table also displays the following data, if captured:
Viewer name (if required on the form)
Referrer
UTM source
UTM medium
UTM campaign
UTM content
UTM term
Audience touchpoints
Click the magnifying glass icon next to a viewer's name or email to reveal a contact card. This card shows a contact's total touchpoints, contact details, and a chronological activity timeline across videos and webinars.
A touchpoint is recorded when a known contact:
Submits a video form
Registers for a webinar
Attends a webinar
Note
Each interaction increments a running total over a rolling window of the last 2 years.
Export form submission data
Click “Export” within the audience table to generate a CSV report of all, new, or returning viewers collected in the selected date range.
Or, share a link to your current filtered view by clicking "Share," then copying the provided link.
