Engagement analytics

Engagement analytics show what attendees did during a webinar or video session, not just who signed up. Typical measures include how long each person stayed, when they left, whether they answered polls, asked questions, clicked offers or chatted. The results appear in a report per event and often per person, and can be exported to a CRM. BigMarker, Demio, eWebinar, GoTo Webinar, Livestorm, Loom, Webex Events and Zoom Webinars are examples of tools that offer some form of it.

A registration list tells you who was interested. Engagement data tells you who was actually interested. Someone who stayed for the full hour, asked about pricing and clicked the offer is a much warmer lead than someone who joined for two minutes. Sales teams can use that to decide who to call first, and marketers can see which parts of a session lose people.

It matters if webinars are a lead source and you follow up with a sales team. If you run internal meetings or occasional sessions with no follow-up, attendance numbers may be all you need.

Depth varies widely, from a simple attendance count to per-person activity timelines.

• Is the data available per attendee, or only as event totals.
• Which actions are tracked: watch time, polls, questions, chat, clicks and offers.
• Can the data be sent to your CRM or email tool, or exported as a file.
• Is it available on every plan, or only on higher ones.