How do I track video watch time and conversion on a landing page?

To track video watch time and conversion on a landing page, you usually want to measure two things:

1. Engagement with the video
2. Whether viewers convert after watching

Here’s a practical setup:

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1) Track video watch events

Use your analytics tool (Google Analytics 4, Mixpanel, Amplitude, etc.) and fire events for key video milestones such as:

• video_start
• video_25
• video_50
• video_75
• video_complete

Also track:

• Total watch time
• Pause/play
• Seek
• Mute/unmute
• Fullscreen

Example (GA4-style event tracking)

If you use a custom HTML5 video or a video platform with an API (YouTube/Vimeo), you can send events like:

gtag('event', 'video_progress', {
  video_title: 'Demo Video',
  percent_watched: 50
});

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2) Track conversions separately

Define your landing page conversion clearly, for example:

• Form submit
• Demo request
• Purchase
• Email signup
• Button click to checkout

Then send a conversion event when that action happens:

gtag('event', 'generate_lead', {
  method: 'landing_page_form'
});

In GA4, you’d mark this event as a conversion.

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3) Tie watch time to conversion

To understand whether the video helps conversion, capture both events with a shared session/user context.

What to analyze

Look at:

• Conversion rate for users who watched the video vs. those who didn’t
• Conversion rate by watch depth:
  • 0–24%
  • 25–49%
  • 50–74%
  • 75–99%
  • 100%
• Average watch time among converters vs. non-converters

This tells you whether the video is actually helping.

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4) Use a video player that supports analytics hooks

Common options:

• YouTube IFrame API
• Vimeo Player API
• Wistia
• Mux
• HTML5 video events

These let you detect progress milestones and send analytics events.

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5) Add UTM / campaign tracking

If traffic comes from ads, email, or social, make sure the landing page also stores:

• utm_source
• utm_medium
• utm_campaign
• utm_content
• utm_term

Then you can compare watch time and conversions by campaign.

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6) Recommended implementation pattern

A simple approach:

1. Page loads
2. Record session/source data
3. Track video milestones
4. Track conversion event
5. Analyze funnel:
   • landing page view → video watched → conversion

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7) Best tools depending on your stack

If you want simple:

• GA4 + GTM (Google Tag Manager)

If you want product analytics:

• Mixpanel
• Amplitude
• PostHog

If you want video-specific analytics:

• Wistia
• Mux
• Vimeo analytics

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8) Example funnel to report

A useful report might be:

• 1,000 landing page visits
• 620 video plays
• 310 watched 50%+
• 120 conversions total
• Conversion rate:
  • video viewers: 18%
  • non-viewers: 7%

That gives you a clear view of impact.

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If you want, I can give you:

1. a GA4 + GTM setup,
2. a JavaScript example for HTML5/YouTube/Vimeo, or
3. a full funnel tracking plan for your landing page.