What metrics should we track to optimise interactive video performance?

Why do the right metrics matter for interactive video?

Interactive video is more than a prettier version of traditional video. It lets buyers choose their own path, explore topics in different orders, and signal intent through clicks, not just views. That means you have far richer data than a simple “view count” or “watch time” – but only if you know what to track and how to interpret it.

Most legacy video metrics were built for passive formats: impressions, views, average view duration. They tell you who pressed play, but not whether viewers understood your product better, progressed in their journey, or became pipeline. Interactive video, by contrast, can show exactly which paths buyers took, which questions they cared about most, and what they did afterward. The right metrics let you convert that behaviour into optimisation and, ultimately, revenue.

Think of measurement in layers: engagement (are they interacting?), conversion (are they taking the next step?), and pipeline (does it impact sales?). A good measurement strategy covers all three.

What core engagement metrics should we track first?

Engagement metrics tell you whether your interactive video is capturing attention and inviting interaction. They are the foundation for everything else; if nobody engages, nothing downstream will matter.

Key engagement metrics include:

• Play rate: The percentage of page visitors who click to start the experience. Low play rates suggest issues with placement, thumbnail, or framing.
• Bounce rate: Bounce rate tells you how many visitors leave the page without taking any further action. When interactive video is placed well, it typically reduces bounce because visitors have something engaging, human, and immediately useful to interact with — a trend echoed in customer results showing bounce rate improvements on pages featuring ReelFlow experiences . If bounce remains high, it’s a sign that the video may not be visible soon enough, the first 3–5 seconds aren’t earning attention, or the surrounding page content is creating cognitive overload.
• Time on site: Time on site shows whether buyers are staying long enough to meaningfully explore. Interactive video tends to lift this metric because short segments and branching paths give visitors reasons to continue engaging. Customers using ReelFlow commonly report 2–3× increases in time on site when interactive flows are active . If time on site doesn’t rise, review the first 10 seconds of your video, the clarity of each segment, and whether you’re offering enough branching paths to sustain interest.
• Events per session: This measures how many meaningful interactions a visitor takes during a single visit — clicks, path choices, CTA taps, video branch selections. Interactive video should increase this number because it gives visitors intuitive, low-effort actions that guide their research. Higher events per session correlate with deeper engagement and more educated prospects — a pattern seen in early ReelFlow deployments where buyers progressed further into the site and toward converting pages after engaging with flows . If events per session are low, consider whether your flow is too linear, too long, or not offering enough relevant next steps.

Which interaction metrics matter most for optimisation?

Interaction metrics are what make interactive video different from standard video. They show you what buyers actually choose, not just what they were shown. These signals are particularly valuable for understanding intent and refining your narrative.

Important interaction metrics include:

• Branch click-through rate: The percentage of viewers who click each option (e.g. “See pricing”, “See product demo”, “See customer proof”). This shows which topics resonate most.
• Path distribution: How many visitors follow each journey (e.g. CMO vs RevOps vs Founder; small team vs enterprise).
• Drop-off by branch: Where viewers exit the experience within specific paths.
• Step-to-step conversion: The proportion of viewers who move from one chapter or decision point to the next.

These metrics help you make tactical improvements. For example, if 60% of viewers choose “Show me pricing” but 70% drop off in that branch, you know pricing clarity—not awareness—is your bottleneck. You can then shorten that segment, simplify the explanation, or add reassurance about implementation and ROI.

What conversion metrics should we connect to interactive video?

Engagement and interaction are useful, but conversion metrics connect them to something the business cares about: actions that move prospects closer to buying. This is where interactive video becomes part of your funnel rather than a standalone asset.

Key conversion metrics to track:

• CTA click-through rate: The percentage of viewers who click calls to action like “Book a demo”, “Start free trial”, or “See pricing”.
• Form conversions from viewers vs non-viewers: Compare demo or trial submission rates for those who engaged with the video versus those who did not.

How do we measure impact on pipeline and sales?

To prove that interactive video is doing more than “engaging visitors”, you need to connect its metrics to pipeline and revenue. This means linking behaviour data to contacts, accounts, and opportunities in your CRM.

Pipeline-oriented metrics include:

• Leads influenced by interactive video: Prospects who engaged with a specific flow before converting.
• Opportunity creation rate: The percentage of video-engaged leads that become opportunities versus those who never engaged.
• Win rate by engagement: Whether deals where key stakeholders engaged with interactive video close at a higher rate.
• Sales cycle length: Whether deals influenced by interactive video move from stage to stage faster.

How does ReelFlow help track and optimise interactive video performance?

ReelFlow is designed to treat interactive video as a first-class part of your GTM system, not a vanity add-on. Instead of limiting you to basic view counts, it provides path-level analytics tailored for B2B websites and buyer journeys.

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FAQ

What’s the single most important metric to start with?

If you’re starting from scratch, focus on play rate and CTA click-through rate. Together they show whether your experience attracts attention and drives action.

How long should we wait before judging performance?

Give each new flow enough traffic and time to gather reliable data before making big changes.

Do we need multi-touch attribution for interactive video?

It helps, but it’s not mandatory. Even simple comparisons between date periods with video, and without video, can reveal meaningful performance differences.