5 Video Metrics Shopify Stores Must Track

87% of customers say videos influence their buying decisions, and 64% are more likely to buy after watching a product video. To make the most of video content, Shopify store owners need to track these 5 key metrics:

• Video View Count: Measures how many times your videos are watched. Helps assess visibility and audience growth.

• Click-Through Rate (CTR): Tracks how many viewers take action (e.g., clicking a product link) after watching a video.

• Watch Time: Shows how long viewers stay engaged, revealing how well your videos connect with the audience.

• Video-Driven Sales: Tracks purchases influenced by videos, helping measure ROI.

• Impact on Orders: Shows how videos increase average order value (AOV) and encourage larger purchases.

Quick Tips:

• Ideal Video Length: 21–34 seconds.

• Best Format: Vertical videos (40% higher engagement).

• Placement: Homepage (just below the fold) or product pages for maximum impact.

By focusing on these metrics, you can refine your video strategy, boost engagement, and drive more sales. Tools like ReelTok can simplify tracking and provide actionable insights.

How To Track And Analyze Sales And Performance Metrics In ...

1. Video View Count

Video view count shows how many times your product videos have been watched. It's a straightforward way to measure your content's reach and initial impact.

What Counts as a View?
A view is recorded each time someone starts playing your video. While the exact criteria can vary, the first play typically signals initial engagement.

Why It’s Important
Tracking view counts helps you:

• Measure how visible your videos are and monitor audience growth.

• Compare how different video styles or formats perform.

• Spot which products are attracting the most attention.

For example, vertical videos tend to get 40% more views than square or landscape formats [1]. This is especially useful for Shopify store owners focusing on mobile shoppers.

How to Increase Views
To get more views, keep your videos short and engaging - aim for 21–34 seconds [1]. Place them prominently on your homepage, just below the fold, to catch attention.

Once you’ve boosted views, dig into click-through rates to see how viewers interact with your content after watching.

2. Video Click-Through Rate

Video click-through rate (CTR) tracks how many viewers click on product links or calls-to-action (CTAs) after watching your video. It’s a direct way to see how well your videos turn viewers into potential customers.

CTR is a key indicator of performance - 87% of customers say videos influence their buying decisions [1].

What CTR Tells You

• Which products catch the most attention

• How effective your CTAs are

• Whether your video placement works

• How well your messaging connects with viewers

What Makes a Good CTR?
CTR benchmarks differ by industry and video type, but shoppable videos tend to perform best when they’re:

• Short (21–34 seconds is ideal)

• Vertical (this format sees 40% higher engagement compared to others) [1]

How to Boost Your CTR

• Use Engaging Content
  Keep videos short and focus on formats like:

  • User-generated reviews

  • Founder stories

  • Product demos

  • Unboxing clips [1]

• Place Videos Strategically
  Add shoppable videos where they naturally fit into the customer’s browsing experience [1].

• Craft Clear CTAs
  Make your CTAs stand out and encourage immediate action. Videos with clear CTAs significantly influence purchasing decisions [1].

Next, we’ll dive into how video watch time reveals deeper engagement patterns.

3. Video Watch Time

Video watch time measures how long viewers stay engaged with your videos. While metrics like view counts and click-through rates (CTR) show initial interest, watch time digs deeper, revealing how well your content connects with your audience. With short-form video now making up 82% of all online content [1], understanding this metric is key to improving your video strategy.

Why Watch Time Matters

Watch time gives you a clear picture of how well your videos communicate your message and influence buying decisions. Longer watch times often mean viewers are more engaged, which helps them understand your product better, builds trust, and encourages purchases. In fact, 64% of online shoppers are more likely to buy a product after watching a video [1].

What Works Best for Watch Time

Short, to-the-point videos tend to perform well in e-commerce. The longer viewers stay engaged, the more informed and confident they become about making a purchase. Beyond length, the format of your videos also plays a major role in retaining your audience.

How Format Affects Engagement

The way you present your videos can make or break viewer retention. High-quality formats that match your audience's preferences can keep them watching longer, improving the chances they’ll take action.

Types of Content That Keep Viewers Watching

Different styles of video content lead to varying levels of engagement. The goal is to create content that’s both informative and engaging, while effectively showcasing your products in a way that keeps viewers interested.

Tips to Boost Watch Time

Here are some strategies to improve your video performance:

• Place videos strategically - ReelTok suggests positioning them just below the fold on your homepage.

• Keep your messaging clear and concise.

• Use real demonstrations to highlight your products.

• Show your products in action to make them relatable and appealing.

When done right, video content can directly impact your bottom line. In fact, 81% of marketers report that video increases sales [1]. By focusing on watch time, you can create videos that not only grab attention but also drive real results.

4. Video-Driven Sales

Track how your videos contribute to sales to understand their direct impact on revenue. This metric helps you identify purchases influenced by video content.

Understanding Video Sales Attribution

Videos play a major role in shaping buying decisions. By monitoring video-driven sales, you can measure the return on investment (ROI) of your video marketing efforts and adjust your approach to get better results.

Key Performance Indicators

Here are some important metrics to watch:

• Direct conversions: Sales that happen right after someone interacts with a video.

• Attribution window: Purchases made within a set period after watching a video.

• Average order value: Comparing the value of orders from customers who engaged with videos versus those who didn’t.

Placement Impact on Sales

Where you place your videos matters. For instance, putting a video just below the fold on your homepage can boost engagement and lead to more sales.

Optimizing Video Content for Sales

To get the most out of video-driven sales:

• Use user-generated content and founder stories to make your videos relatable.

• Highlight product demos and unboxing moments to showcase value.

• Experiment with vertical video formats to keep viewers engaged [1].

Measuring Success

The numbers don’t lie - 81% of marketers say videos directly boost sales [1]. Use analytics tools to refine your strategy and confirm the ROI of your efforts.

Next, see how ReelTok simplifies tracking these metrics for your Shopify store.

5. Video Impact on Orders

Videos can play a big role in increasing average order value (AOV) by helping customers make confident choices and encouraging them to add more items to their carts.

Measuring Video-Influenced AOV

Keep an eye on these key indicators to understand how videos affect AOV:

• Pre-video vs. post-video AOV: Compare order values before and after adding video content to your site.

• Video-engaged vs. non-engaged customers: Analyze the spending habits of customers who watch videos versus those who don’t.

• Product bundle performance: Check how videos featuring multiple items impact the size of customer orders.

Impact on Purchase Behavior

Here’s what recent data shows: 87% of customers say videos influence their buying decisions, 64% are more likely to make a purchase after watching a video, and 81% of marketers have seen direct sales growth from using video content [1].

Strategic Video Placement

Optimize Your Homepage

Place eye-catching videos just below the fold on your homepage. This prime spot grabs attention and lets you showcase multiple products together, encouraging customers to buy more.

Enhance Product Pages

Include videos on product pages that show how items work together. For example, demonstrate how a shirt pairs with pants or accessories. This approach can inspire customers to buy sets instead of single products.

Measuring Success Indicators

Use these metrics to gauge how well your videos are driving sales:

Optimization Tips

Want to maximize the impact of your videos? Try these ideas:

• Use videos to naturally highlight product combinations.

• Focus on showing the benefits of buying multiple items together.

• Demonstrate how products fit into everyday life.

• Keep videos short - aim for 21 to 34 seconds to hold viewers’ attention [1].

Up next, learn how ReelTok simplifies tracking these performance metrics.

How ReelTok Tracks Video Performance

ReelTok's analytics dashboard provides detailed insights into your video metrics, helping you fine-tune your video strategy. With this tool, you can monitor key metrics like views, click-through rates (CTR), watch time, video-driven sales, and order impact - essential elements for driving Shopify success.

Real-Time Performance Monitoring

ReelTok offers real-time analytics so you can see how your videos are performing as they’re being watched. The dashboard organizes key metrics into several categories:

Advanced Analytics Features

Impression Tracking

Keep tabs on how often your videos are viewed across different placement locations. The Starter plan supports up to 30,000 monthly impressions, while the Growth plan increases this to 100,000. This data helps pinpoint which placements drive the most views.

Multi-Product Performance

If you're on the Growth plan or higher, ReelTok enables you to analyze videos featuring multiple tagged products. Use this info to make smarter decisions about bundling and promoting products together.

These advanced tools provide the data you need to refine your strategy and maximize your video's return on investment.

Data-Driven Optimization

Videos play a huge role in influencing shopping behavior - 87% of customers say videos help them decide what to buy, and 64% are more likely to shop online after watching a video [1]. ReelTok’s analytics help you:

• Pinpoint the ideal video length (21–34 seconds performs best)

• Evaluate placement performance across carousel, stories, and floating widget formats

• See why vertical videos generate 40% more engagement than square or landscape formats

Custom Analytics Support

For $299/month, the Scale plan offers:

• Custom analytics tailored to your needs

• 1:1 Slack support for interpreting data

• Advanced tracking for up to 500,000 video impressions

These features are designed to help you focus on the metrics that matter most, ensuring your video marketing strategy keeps improving.

Performance Optimization Tips

Use ReelTok’s insights to sharpen your strategy by focusing on these areas:

• Content Type Performance: Analyze which video styles - like user-generated content, founder-led clips, or product demos - drive the most engagement.

• Placement Optimization: Heat mapping tools highlight the best video locations for maximum impact.

• Loading Speed: ReelTok’s lazy loading technology ensures your videos load quickly, keeping your site performance intact.

Conclusion

Tracking video metrics is crucial: 87% of customers say video impacts their buying decisions, and 81% of marketers report increased sales [1].

The key metrics - view count, click-through rate, watch time, video-driven sales, and order impact - offer a clear path to understanding customer behavior and improving content performance.

"ReelTok videos bring a new interactive feel to my website. I’ve been searching for an affordable, smooth video solution, and this is perfect. Super easy to attach products to videos." [1]

"The app is amazing, and I love it. You can use it for PDP pages, landing pages, and anywhere it fits. It’s fast in terms of load time, and they’re adding new features daily. Awesome customer service - they’ve got your back. 1000% recommended." [1]

These testimonials highlight effective strategies for video marketing. To maximize results:

• Keep videos between 21–34 seconds for optimal engagement.

• Use vertical formats, which generate 40% more interaction compared to square or landscape videos.

• Track performance in real time across various placements.

• Use analytics to fine-tune your approach.

With 64% of shoppers more likely to buy after watching a video [1], ReelTok's video tracking tools empower Shopify store owners to make data-driven decisions, boosting both engagement and sales.