If you’re sending out Loom videos as part of your B2B sales process, you want proof that someone actually watched them—and, ideally, that your video nudged them closer to “yes.” This guide is for sales pros, founders, or anyone using video to move deals forward who’s tired of guessing what happens after you hit “send.”
Here’s how to actually track viewer engagement with your Loom videos, spot the signals that matter, and avoid the analytics noise that wastes your time.
Why Tracking Loom Video Engagement Matters in B2B Sales
You’ve spent time making a Loom video, personalized it, and sent it to a prospect. Now what? Are they actually watching it? Did they drop off halfway? Did they forward it to a decision-maker, or ghost you completely?
Here’s the reality: most prospects won’t reply just to say, “Hey, nice video!” But engagement data gives you a silent signal—something to guide your next move. It helps you:
- Prioritize follow-ups: See who’s actually interested, not just who’s polite.
- Refine your pitch: If everyone bails at minute two, you know where you lost them.
- Spot buying signals: Multiple views or shares can mean real interest.
- Cut through wishful thinking: Don’t chase “maybes” who never watched.
But don’t get too starry-eyed about analytics. Not every metric is useful, and some are just noise. Let’s break down what’s worth tracking—and how to do it.
Step 1: Understand What Loom’s Analytics Actually Show
Loom offers built-in analytics, but they’re not magic. Here’s what you get with a Business or Enterprise plan:
- Views: How many times your video was played.
- Viewers: Who watched (if they’re logged in or you require email verification).
- Watch Time: How much of the video was watched (as a percentage and total time).
- Engagement: Reactions, comments, and replies.
What’s good: - You can see if your video was watched, and sometimes by whom. - You get basic watch time data, which at least tells you if people are bailing early.
What’s so-so: - If viewers aren’t logged in or verified, they’ll show up as “Anonymous.” - Views don’t always equal unique people—someone can rewatch, or forward the link.
What to ignore: - Reaction emojis (hearts, waves, etc.)—fun, but not a sales signal. - Superficial “view” counts. Focus on who watched and how much.
Pro Tip: If your prospect’s company uses strict IT policies, Loom’s viewer identification may not work reliably. Don’t assume “Anonymous” means “not interested.” Sometimes it’s just tech getting in the way.
Step 2: Set Up Your Loom Links for Maximum Tracking
If you just grab your Loom’s public link and fire it off, you’ll get minimal data. Here’s how to improve your tracking odds:
1. Require Email to View
- Go to your Loom video’s Share settings.
- Toggle on “Only people with the link and an email address can view.”
- This prompts viewers to enter their email before watching.
- Now, Loom will show you who watched (assuming they use their real email).
Downsides: - Adds a small barrier—some prospects won’t bother. - Not foolproof; people can use junk emails.
Worth it? - For high-value deals, yes. For quick outreach, maybe not—test and see.
2. Personalize Each Link (for VIP Prospects)
For your top prospects, consider making a separate Loom video or duplicate for each person or account. This way, you know exactly who the video was meant for when you check analytics.
- Use the prospect’s name in the video title.
- Mention their name or company in the video itself.
It’s extra work, but the clarity is worth it for big deals.
3. Use CTAs Wisely
Loom lets you add a call-to-action button (like “Book a call” or “Reply”). Use it to track if someone is taking your next step.
- Go to your video, click “Add CTA,” and set a clear action.
- Loom tracks CTA clicks—so you see if the video actually drove engagement.
Don’t overthink the CTA. One clear ask is better than three options.
Step 3: Actually Use the Analytics (Without Drowning in Data)
Once people start watching, here’s how to read Loom’s analytics in a way that actually helps you sell.
What to Look For
- Full Watches: Did they watch the whole thing, or bail early?
- Replays: Multiple views from the same person can be a buying signal.
- Shares: If you see unusual views from the same company domain, your video might be circulating internally.
- Comments/Replies: Actual questions or comments are gold—reply fast.
Red Flags
- Zero views: Time to resend, or try a different channel.
- Short watch times: Your video is too long or boring. Keep it under 2 minutes if possible.
- Anonymous viewers only: If you’re not getting any ID’d viewers, check your share settings and your prospect’s IT situation.
Don’t Obsess Over
- Emoji reactions: Fun, but not a deal signal.
- Vanity metrics: High view counts from the wrong people don’t matter.
Pro Tip: If you’re sending the same video to multiple prospects, keep a spreadsheet of who got which link and compare with Loom’s viewer list. It’s manual, but it helps catch when a video is being shared or ignored.
Step 4: Integrate Loom Analytics Into Your Sales Workflow
Tracking is only useful if you actually use the info. Here’s how to put it to work:
1. Triage Your Follow-Ups
- Watched, but didn’t reply: Follow up with a reference to something in the video. (“Saw you checked out the demo—any questions?”)
- Didn’t watch: Resend or pick up the phone. Maybe your subject line didn’t land.
- Watched multiple times: Strike while the iron’s hot—there’s interest or internal discussion.
2. Sync With Your CRM (If You Can)
- Loom has some integrations (like with Salesforce), but they’re basic.
- For serious tracking, manually log key viewer events in your CRM.
- If you use tools like HubSpot, you can sometimes embed Loom videos in emails and track opens/clicks that way—just don’t expect perfect fidelity.
3. Keep Your Videos Short and Targeted
- The shorter your video, the higher the completion rate.
- For intros or cold outreach, 60–90 seconds is ideal.
- Save longer walkthroughs for prospects who ask.
Step 5: Advanced Tactics (If You Really Want to Nerd Out)
If you’re running volume outreach or want more granular data, try these:
1. Use Unique Links (URL Parameters)
- Some folks add UTM parameters or unique codes to each Loom link.
- You can pair this with your CRM to see who clicked which link, even if Loom’s viewer ID isn’t perfect.
- Not officially supported, but works for some setups.
2. Combine with Email Tracking Tools
- Use email tools (like Yesware, Outreach, or HubSpot) to track if your Loom link was clicked.
- Combine click data with Loom’s video analytics for a fuller picture.
3. Export Analytics for Reporting
- Loom lets you export viewer data (CSV).
- If your boss wants a report, or you need to spot trends, this is the way.
A Reality Check
- Don’t get lost in the weeds. More data isn’t always better.
- Tools like Vidyard or BombBomb offer more advanced video analytics, but they’re pricier and more complex. Loom’s simplicity is its strength for most B2B sales teams.
Final Thoughts: Don’t Let Analytics Be the Boss
Tracking Loom video engagement can absolutely help you close more deals—but don’t let the data paralyze you. Focus on:
- Sending clear, short videos.
- Watching for real buying signals (full watches, replays, shares).
- Following up quickly with people who engage.
Skip the vanity stats and fancy dashboards. Use just enough data to make your next move smarter. Keep it simple, keep it human, and improve as you go.