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Webinar Metrics

Webinar metrics are measurements that show organizers how successful their webinars are.

What are Webinar Metrics?

Webinar metrics inform organizers on how successful their webinars are. They help you understand if specific goals have been met. They will usually be made available in the webinar dashboard, or in different tools via integrations. These metrics can guide companies in deciding when to change their webinar strategy.

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To assess your webinar strategy against others in the industry, check out Webinar Metrics: The Secret to Maximizing your ROI.

What are the Most Important Webinar Metrics?

There are a number of key webinar metrics, also called KPIs, to pay attention to. Some of the most important metrics are the registration rate, source of registration, attendance rate, watch time, and attendee engagement.

Webinar Registration Rate

This metrics tracks the number of people, or registrants, that have signed up for a webinar.

The best webinar softwares track this information with registration pages. In some cases attendees are manually invited or registered through an integration.

The registration rate is how many people go from the webinar landing page and actually register to a webinar. Typically, a webinar registration page has a conversion rate of 30%. The best registration pages see conversion rates of 40% or more, however, it depends a lot on the source of the traffic.

If there is low traffic to your landing page consider changing your webinar promotion strategy. If there is high traffic but only a few registrations you may need to make a change to the content on the landing page. This could also indicate that the wrong audience has been targeted for the webinar.

Source of Webinar Registrations

Source tracking tells you where webinar registrations are coming from. When you track the registration source you’ll be able to change your strategy in real-time. This way you can focus on the channels that are bringing in the most registrations.

Webinar platforms like Contrast track sources automatically based on referrer, however for the best results you should use UTM parameters.

Source of webinar registrations on Contrast

Webinar Attendance Rate

An attendee is a registrant who has actually attended the webinar, whether it's a live webinar or an on-demand webinar.

Most webinar softwares automatically logs attendees as they watch content. Attendance rate can be calculated as follows:

attendees (live OR on-demand) / # total registrations = attendance rate %
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Looking to increase your webinar attendance rate? Check out our guide.

Webinar Watch Time

Watch time tells how long an attendee watched a webinar. The longer attendees watch your webinar, the more time they have to engage.

A high watch time indicates the content was compelling. If you have a low average watch time then you’ll want to rethink how you format your session.

Engagement Metrics (Polls, Questions, Chats)

Metrics that measure engagement include the number of polls, questions, and chat messages. A successful webinar relies on audience engagement because engagement allows you to understand audience intent.

Attendee intent indicates an interest (or intent) to take further actions like purchasing or signing up for a demo. Intent signals empower you to follow up with personalized insights or campaigns.

Webinar Replay Views

Numbers have shown that a majority of webinar views are on the replay. This is why it's so important to have your webinar available on-demand.

Low on-demand views usually means that you need to put more effort into promoting the replay of your webinar. This can be done through repurposing your webinar content or increasing other marketing efforts.

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