How does Analytics work?

VTurb Analytics is a tool that provides data and graphs to track your sales video's metrics.

With it, you can analyze your video's performance and use the data to better understand your VSL's results.

Key Metrics of Analytics

VTurb's Analytics provides a comprehensive view of essential metrics to track your sales video's performance and create strategies to optimize it. Here are some of them:

Views: Counts how many times the page with the player was loaded.

Unique Views: Shows how many different users viewed your page with the player. Note that one user can view it more than once, increasing the number of views.

Plays: Indicates how many times the video was started by users.

Unique Plays: Indicates how many unique users started the video. Similar to unique views, one user can start the video multiple times.

Engagement: Shows the average total engagement of the video. It's calculated by dividing the total time watched by the total number of plays multiplied by the total duration of the video.

Play Rate: Shows the percentage of unique plays compared to the number of unique views of the video.

Button Clicks: Records the total number of clicks on the checkout button.

Conversions: Records the total number of conversions generated by the video.

Conversion Rate: Shows the conversion percentage by dividing conversions by the number of unique plays.

Revenue: Shows the total amount generated from conversions.

RPV (Revenue per View): Available exclusively in A/B Test Analytics, the RPV metric indicates the average revenue generated per unique video view. It enables a direct comparison of the financial performance of the tested variations.

The calculation is:

RPV = Total Revenue ÷ Unique Views

Analytics Viewing Options

Analytics offers different ways to view and analyze your video's data.

Retention

• Retention allows you to track viewer behavior throughout video playback.
• You can analyze General Retention and filter the data by Countries, Devices, Operating Systems, Browsers, Traffic Sources, and Conversions.
• The chart also makes it easier to identify drop-off points throughout the video.

To learn more about all the features available in this view, see: How to use Retention to analyze your video's performance

Timeline View

The Timeline View offers a timeline chart that summarizes your video's main metrics, providing a quick overview of its overall performance over time.

To learn how to use this view, see: How to use Timeline View to track your video's performance

Funnel View

The Funnel View allows you to visualize your video's metrics in a funnel format with numbers and percentages.

To learn how to use this view, see: How to use Funnel View in Analytics

Live

The Live option allows you to identify how many users are watching the video at that moment, as well as their locations and the devices they are using.

To learn how the user count works and how to track real-time data, see: How to track viewers in real time with Live Analytics

Best Times

Best Times allows you to view your VSL's performance based on the days of the week and time ranges.

The feature is also available in A/B Test Analytics, allowing you to compare the performance of the videos included in the test.

To learn how to analyze time ranges and interpret the results, see: How to use Best Times to analyze your video's performance

Benchmarks

Benchmarks allows you to compare your video's performance with data from similar videos, helping you understand how your main metrics compare to market references.

To learn more about the feature, see: How to use Benchmarks to analyze your video's performance

Reset Metrics

You can also reset your video's Analytics metrics if you want to start a new analysis.

If your video is participating in any Turbo Test, Headline Test, Smart autoplay Test or Test A/B Test, this option will not be available.

After resetting, Analytics will start counting new data from the next full hour.

For example:

• If Analytics is reset at 12:19 PM, the new data will start being counted from 1 PM.
• If it is reset at 3:58 PM, the new count will start at 4 PM.

To reset your video's Analytics, click the icon indicated below:

VTurb Tips

Wait for a relevant number of views

It is advisable to have at least 200 unique views before conducting a deeper analysis of your Analytics metrics.

Before that, it is normal to observe fluctuations, as the data does not yet have sufficient statistical relevance.

Check Congruence

If your Play Rate is low, check whether there is congruence between your ads and the landing page.

Test different Headlines

Try different headlines above the video to increase curiosity and encourage viewers to start the VSL.

You can use Headlines™ to perform these tests.

Additional Resources

• To better understand how VTurb features relate to your metrics, check out our complete article.
• See also our tips for maximizing Engagement and Play Rate.
• Learn how to add your security domains to improve data accuracy.
• Learn more about How to Use UTMs in VTurb.

Done!

Now you know the main metrics and viewing options available in VTurb Analytics.

Use the dedicated articles for each feature to dive deeper into your analysis and make the most of all the available resources. 🚀

Updated on: 09/15/2026