Account-level Audience analytics
The Audience page brings viewer activity from all your videos and webinars into one place. It shows who's watching, how many contacts you're capturing, which companies they're from, and how each person interacts with your content.
To access account-level Audience analytics, click "Audience" in the side navigation.
Audience summary
At the top of the Audience page, four summary cards show activity for the date range you picked, compared with the previous period.
Viewers: Unique people who watched a video or webinar. Identified viewers have a known email address. Anonymous viewers don't.
New contacts: People identified for the first time in the selected period. The dashed line shows the previous period's daily average.
Companies: Companies with at least one identified contact who had a touchpoint in the selected period.
Touchpoints: Interactions from identified contacts. One person can have many touchpoints. The following counts as a touchpoint: Video watches, Form submissions, Webinar registrations, Series registrations, and Webinar attendance.
Audience table
Explore contacts
On the Audience page, select "Contacts" in the Audience table. Search for a person, or sort by touchpoints to see your most engaged contacts. Click a contact to open their profile.
The table shows each contact's touchpoints in the selected date range and their latest activity. The profile shows their contact details and full activity history, including viewing heatmaps and watch percentages.
Note
A contact's profile counts touchpoints from the past 2 years, so it may show a higher number than the table, which only covers your selected date range.
Explore companies
On the Audience page, select "Companies" in the Audience table. The Companies view groups contacts by company or email domain. For each company, it shows the number of contacts, their touchpoints, and the latest activity.
Click a company to open its profile. Click any person in the company profile to open their contact profile.
Tip
Activity from several people at one company can point to an account worth a closer look. Look at the type of activity, how recent it is, and whether people come back over time, not just the number of touchpoints.
Explore anonymous viewers
On the Audience page, select "Anonymous" in the Audience table.
This view covers people who engaged with your content but whose email address isn't known yet. Use it with the Viewers card to see how much of your audience is identified. Click an anonymous viewer to open their profile and view their full activity history.
Tip
To identify more of your audience, add forms to high-intent videos and use registration on your webinars.
Account-level Audience analytics FAQ
How is this different from video or webinar audience analytics?
Video and webinar audience analytics focus on a specific piece of content or event. Account-level Audience analytics brings activity together across the program so you can investigate people and companies more broadly.
What’s the difference between viewers and contacts?
The viewer overview includes identified and anonymous viewers. Contacts are known people whose associated activity you can explore individually.
What counts as a touchpoint?
The Audience page includes video watches, form submissions, webinar registrations, attendance, and series registrations. Touchpoints represent interactions; one person can have multiple touchpoints.
Why does a contact’s profile show a different touchpoint count from the table?
The table reflects the selected date range on the page. The contact profile shows touchpoints over the past 2 years, so it may include additional history. The timeframe appears alongside the profile’s count.