If you’re creating videos with Hourone, you probably care less about vanity stats and more about what’s actually working. This guide is for anyone who wants to get real answers from engagement metrics—without drowning in meaningless data or fluff graphs. Whether you’re in marketing, training, or just trying to see if anyone watched your explainer, you’ll find direct, honest ways to get the most out of your Hourone dashboards.
1. Understand What "Video Engagement" Actually Means
Before you start clicking around, let’s clear up what matters. In Hourone, "video engagement" isn’t just about how many people hit play. Real engagement is about whether viewers stick around, interact, and take action. The dashboards will show you a bunch of numbers, but some are worth your time and some aren’t.
Key metrics to know:
- Views: The raw number of times your video loaded. Not the same as people actually watching.
- Watch Time: Total minutes watched. More useful than views, but still doesn’t tell you if people cared.
- Average View Duration: The average time a viewer spends watching. A quick way to spot drop-off.
- Completion Rate: Percentage of viewers who watched all the way to the end. Gold standard for engagement.
- Click-through Rate (CTR): If you have calls to action, this shows if viewers took the next step.
- Rewatches: How often people go back and replay sections. Usually means you hit a nerve—or confused them.
What to ignore:
Don’t get distracted by “impressions” (how many times a video thumbnail was seen) or “likes” if they don’t tie to your actual goals.
2. Get Familiar With the Hourone Dashboard Layout
If you haven’t spent much time in the dashboard, it can feel overwhelming. Hourone’s dashboards split analytics into different tabs or panels. Don’t worry about poking around; you can’t break anything by looking.
Where to find your metrics:
- Dashboard Home: Usually shows top-level stats for all your videos.
- Individual Video Page: Click on a specific video for detailed analytics.
- Engagement Tab: The meat of what you want—view duration, drop-off points, and more.
Pro tip:
Take five minutes to just click through each section. You’ll save yourself a lot of “where the heck is that?” headaches later.
3. Step-by-Step: Measuring Engagement in Hourone
Let’s get practical. Here’s how you actually pull up and analyze your engagement metrics in Hourone.
Step 1: Log In and Navigate
- Log into your Hourone account.
- Go to the main dashboard (usually the landing page after login).
- If you have lots of videos, use search or filters to find the one you care about.
Step 2: Select a Video
- Click on the video thumbnail or title.
- This takes you to the video’s individual analytics page.
Step 3: Find the Engagement Section
- Look for tabs or menu items labeled “Analytics,” “Engagement,” or something similar.
- You’ll see charts and numbers for views, watch time, completion rate, etc.
Step 4: Zero In on Key Numbers
- Average View Duration: Is it close to the full length of your video? If not, see where viewers drop off.
- Completion Rate: Anything above 50% is good for longer videos. Lower? You might have a problem.
- Drop-off Graph: Most dashboards show a chart of where viewers leave. Watch for sudden declines—this tells you exactly where people get bored or lost.
- CTR (if available): If you included a link or button, this tells you if anyone clicked it.
Step 5: Download or Export Data (Optional)
- Some dashboards let you export data as CSV or PDF. This is handy for sharing with teammates or pulling into spreadsheets for deeper analysis.
What to skip:
Don’t waste time with “peak concurrent viewers” or “impressions” unless you’re running a live stream or a big PR campaign.
4. How to Actually Analyze What You See
Numbers are only useful if they help you make decisions. Here’s how to turn raw stats into action:
Look for Patterns, Not Perfection
- If your average watch time is way below the video length, your intro is probably too long or the content isn’t compelling enough.
- If everyone drops off at the same spot, that’s your weak link—consider editing or re-recording that section.
- If your CTR is low, maybe your call to action is buried or unclear.
Compare Across Videos
- Don’t sweat one video bombing. Compare performance across several videos to spot what’s working.
- Did shorter videos get higher completion rates? Did certain topics do better?
Don’t Obsess Over Small Fluctuations
- Some days will just have weird stats. Maybe someone looped your video by accident. Look at weekly or monthly trends for a clearer picture.
Honest Take: What Works (and What Doesn’t)
- Works: Watching your drop-off points and iterating your content.
- Doesn’t: Chasing higher “views” as a sole metric. Views without engagement mean nothing.
- Ignore: Vanity metrics like “likes” or “shares” unless you’re measuring brand awareness.
5. Make Your Metrics Actionable
Numbers are only useful if you do something with them. Here’s how to act on what you find:
- Edit ruthlessly: If viewers always leave after 30 seconds, cut the fluff up front.
- Test different CTAs: Swap out links or messages and see if CTR improves.
- Try new formats: Shorten videos, add captions, or try different presenters if certain styles get better engagement.
- Set realistic benchmarks: Don’t expect everyone to finish a 10-minute video. Use your own averages as a guide, not someone else’s “industry standard.”
Pro tip:
Keep a simple spreadsheet of your key metrics. Tracking over time is more valuable than any one "viral" spike.
6. Common Pitfalls (And How to Avoid Them)
Even smart folks fall into these traps:
- Chasing the wrong numbers: If your boss wants “more views,” explain why completion rate is what really matters.
- Ignoring context: A training video might have lower engagement than a marketing teaser. That’s normal.
- Overreacting to outliers: One weird data point doesn’t mean you should overhaul everything.
Avoid analysis paralysis:
Pick one or two metrics that actually matter to your goals. Track them. Ignore the rest.
7. When to Dig Deeper (And When Not To)
Sometimes you need more detail than the default dashboard gives you. But don’t overthink it unless you have a good reason.
- Dig deeper if: You’re running a big campaign, need to report to higher-ups, or see a sudden, unexplained drop in engagement.
- Don’t bother if: You’re making small tweaks or just need a high-level sense of what’s working.
If Hourone’s built-in analytics aren’t enough, you can always export the raw data and analyze it in Excel or Google Sheets. But for most people, the dashboard is more than enough.
8. Keep It Simple and Iterate
The best way to get good at measuring video engagement is to just start. Don’t wait for the “perfect” dashboard or overcomplicate your process.
- Pick a couple of metrics that actually matter to you.
- Check them regularly and look for real patterns—ignore random spikes or dips.
- Make small changes and see what happens.
That’s it. No magic, no hype—just a straightforward way to actually learn from your videos and make them better next time.