Google Analytics vs. TubeMogul: How to Best Track Your Video’s Performance, A Conversation

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Google analytics logo and tubemogul logo

Any product or web site owner can attest that going deeper into analytics and search engine optimization can be a rewarding experience. Today we will take a look at various methods of measuring the performance of video on your web site.

By learning more about how visitors are viewing your video content, you will have a better of understanding of how to modify your content strategy and improve your site’s user experience.

Today, we will place you in the middle of a conversation about online video tracking. Imagine that you are Chad, a web-savvy manager trying to increase brand awareness for your company by incorporating video into your online content strategy. As Chad, you have created a campaign of videos, and you are ready to conquer the world. You just posted your company’s first video…

…Well, Chad, you’ve completed your video. Congratulations! You’ve brought your vision to life. No small feat. And because you read that article on, you know that advertising with video makes good financial sense.

“But how good?” you say. “Isn’t there some way to track how many people are viewing my video? And how much of my video they’re watching? And maybe what general geographic area they’re watching it from?”

Why yes, Chad. For starters, sites like YouTube now allow you to track a whole lot of statistics for free. On their web site, you can view an individual video’s statistics right beneath the video window.

It’s easy. First, make sure you’re on the YouTube video’s page itself, not the user’s YouTube Channel Page.  Then click on the little graph icon in the lower right hand corner just below the video window. This will show you statistics for the video, including total views, interactions, total links to the video, geographical location of viewers and any honors the video has received.

screenshot of analytics view with graphs and data

“That’s fantastic news!” you say. “I guess I’m all set then!”

Not so fast, buddy. That would work fine if the only place your video lived was on YouTube, but you’ve surely posted it on Vimeo and all kinds of other places too, including your own web site. And don’t you want to know how your video is doing there as well?

“Why yes, but how would one go about tracking all of that information?” you say.

Well, two of the most popular options are Google Analytics and TubeMogul. Google Analytics has become a fundamental tool for tracking information about websites. There’s nary a Web nerd on the internets who isn’t intimately aware of the sheer power of the great “GA,” as it is so quaintly abbreviated.

“Well, there’s my answer then! Google Analytics it is!”

Hold your horses! Google Analytics is very powerful but, get this, it doesn’t natively track video information.

“Oh, hell. We’re doomed,” you say.

For the love of Pete, Chad. Relax. It doesn’t natively track it, but there are a variety of video tracking plug-ins that allow Google Analytics to keep track of all kinds of video information. It’s as simple as embedding a little bit of code that tracks events on your site.

Well, and then there’s always TubeMogul.

“What’s that?”

TubeMogul does a bunch of stuff, some of it free, and some of it for money. One of the more powerful functions is called “OneLoad.” It allows you to distribute a video to multiple sites with a single upload. It’s seriously easy. You just sign up for accounts with the video hosts you’ll want to post, upload your video to OneLoad, add keywords and other metadata, pick a category for your video, and then “launch” your video to multiple places with one click. It also lets you track statistical information about those videos, which is very nifty.

“Well that sounds great! But didn’t I hear that you can’t monitor the video statistics of your own website with that?”

Whoa. You did some research, didn’t you Chad?

“I had my assistant research it for me.”

That sounds about right. Ok, well, that used to be true. But now TubeMogul has a service called InPlay that lets you track statistics from your own site as well.

“Wow, sounds awesome!”

Well I have to run now, Chad. Good luck tracking your video statistics.

“Thanks! Hey, could you help me update my OS before you leave?”

Not today, Chad. Not today.

Mightybytes is a Chicago-based digital agency and Certified B Corporation. Connect with us on Twitter or get in touch via our contact form.