One key step in making any form of improvement is to identify what you want to improve. Regarding webinar metrics, what matters most to one company might be a low priority for another. Irrespective of your current webinar marketing goals, understanding the core metrics and KPIs shared in this post will help you measure success toward accomplishing the most important webinar goal.
Whether you are interested in growing brand awareness or aiming for improved marketing ROI, learning how to measure webinar success with the core performance metrics will put you on the right track. But the first thing is simply knowing the webinar KPI to track.
What are webinar metrics?
Webinar metrics are quantitative measurements used to assess the performance and effectiveness of webinars, typically in the context of online events, training sessions, or marketing campaigns. Because there are different types of webinars and formats, some metrics that matter in one context might be a low priority in another. While some webinar platforms will give you access to basic webinar analytics and stats, there is much more you can track and gain insights for progressive improvement. But that will only happen if you commit time to go a little deeper.
Benefits of tracking webinar metrics
Better marketing decisions – The success of your webinar strategy depends on the promotional effectiveness. However, one thing you'll notice very often is that the effectiveness of webinar promotion channels and strategies is hardly equal when you compare them. In this case, tracking the key metrics will help identify the top-performing channels and use the insights to make better webinar marketing decisions.
Improved webinar attendee experience: Though it may have to do with qualitative measures of webinar success, attendee experience is one interesting area you can always improve. Unfortunately, you may not be able to identify the best opportunities for improvement if you are not tracking the most important webinar metrics and KPIs related to attendee experience. Regardless of your chosen platform, webinar surveys will help you gain valuable insights after each webinar.
Higher marketing ROI: Instead of relying solely on guesswork, the data from your webinar analytics will help you identify potential opportunities to increase your marketing ROI. Interestingly, tracking the key webinar metrics is the foundation for hosting a successful webinar and improving ROI.
8 Webinar metrics to measure for success
Though tracking every imaginable metric and KPIs might not make sense, we have highlighted the most important ones you should be tracking. Even when the platform you choose doesn't provide deeper analytics, you can leverage some powerful webinar software integrations to set up, track, and pull the most important data point you need to accomplish your business or marketing goals.
1. Webinar landing page click through rate
Webinar landing page click-through rate (CTR) is a metric that measures the percentage of people who visit a webinar's landing page and then proceed to click on a specific element, such as a registration button or a call-to-action link. It is a crucial indicator of the landing page's effectiveness in driving user engagement and conversions, as a higher CTR indicates a higher level of interest and intent among visitors to participate in the webinar.
In this case, getting people to view your landing page link is one thing, but convincing them to click, register, and attend your webinar is an entirely different challenge. Irrespective of the industry or location, audience engagement in this context starts with an attractive webinar topic. More than anything else, the topic and value propositions are the two most important factors most prospects consider while deciding whether to attend or move on.
For some people, tracking the CTR may look like it could be better. But if you use different channels to promote your virtual events, comparing the top and lowest performing will help you make better decisions for your next webinar.
2. Total registration by webinar promotion channel
Getting some channel-by-channel CTR data is good, but more is needed to tell you the whole story. The actual measure of your webinar's attractiveness and effectiveness of the promotion strategy is the total number of registrants you bring from each channel. You may choose what seems to be a trendy topic, but if the CTR and registrations are falling below your expectations, you need to start thinking differently.
In most cases, the chosen topic needs to be more attractive, or the promotional efforts must be fixed. You need to track this webinar marketing KPI well enough to save money on things that don't work.
3. Webinar registration page conversion rate
Webinar registration page conversion rate is the percentage of visitors who land on a webinar's registration page and complete the desired action, usually signing up or registering for the webinar. It is a key metric for assessing the page's ability to convert interested visitors into registered attendees, reflecting the registration process's effectiveness and the webinar offer's overall appeal. A higher conversion rate indicates a more efficient and persuasive page copy.
While the total registration from each promotion channel matters a lot, the rate at which your page converts visitors into registrants is another important metric to track. Higher conversions mean that your page title, webinar value propositions, and call to action are working well.
If you are not getting good results in this regard, choose a webinar software platform with great features for running landing page A/B testing. And that will help you track the number of registrations from different versions of your page.
If you notice that you are getting higher conversions from a few selected promotional channels, you have to spend more of your resources on those channels. But then, you have to set the tracking system in place first.
4. Registrant to attendee conversion rate
What percentage of your registrants end up attending the live webinar? That's what this metric is all about. It is not enough to get people to register. The success of your webinar depends mainly on the number of attendees who make time to participate in the live virtual event. If you get a high number of registrations, but the attendance rate is very low, the overall webinar marketing ROI will be very poor. Hence, only the people who registered for your webinar and attended live you can convert into paying customers.
Based on some recent webinar statistics, the average attendance rate across many industries is between 35% and 50%. If your current rate constantly falls below this range, you need to do some things differently. For example, you may need to improve your webinar promotion strategies and pre-event invitation emails. Moreover, data-driven audience segmentation, better reminder emails, and A/B testing could help you achieve higher rates in this context.
5. Average webinar view duration
Audience engagement metric is another way to measure the success of your webinars. The key question is this – to what extent are your attendees engaged throughout the webinar?
Average webinar view duration in this context is the mean amount of time attendees spend watching a webinar. It provides insight into attendee engagement and the overall effectiveness of the webinar content. A longer average view duration suggests that participants found the material engaging and valuable, while a shorter duration may indicate a lack of interest or relevance. This metric is essential for webinar organizers to assess and enhance the quality of their presentations.
If most of your attendees are usually dropping off before the end of the event, here are some of the major areas to look for improvement opportunities.
- Topical alignment with audience interest
- Chosen webinar format
- Core presentation content
- Usage of engagement tools
- Attractive offer at the end
All things being equal, tracking and improving the view duration after every webinar will have a positive impact on other webinar success metrics.
6. Webinar lead generation
Among every other important metric, you should measure the webinar's impact on quality leads generation for your business. Depending on how your systems are set up, tracking sales-qualified lead (SQL) generation from your webinars increases the chances of achieving success.
Unless you are doing it solely for growing brand awareness, tracking, segmenting, and nurturing the leads you generate from a webinar is another proven way to gauge the success of the events.
Specifically for lead generation purposes, the key questions include the following –
- Who registered for the event?
- Who attended the live event?
- Why did they attend?
In this case, you shouldn't disregard those who registered but didn't attend the webinar. They are all part of measuring the B2B webinar metrics.
7. Lead to sales conversion rate
If you don't track closed deals, the financial success of a webinar is usually incomplete. Don't rely on webinar lead generation and engagement metrics only. Once again, getting it right depends on how your webinar analytics and tracking systems are set up. With the data derived from the tracking systems, you can empower your sales and customer success teams to get higher conversions from your webinars.
The important question is this – what percentage of your total leads are you converting into sales or paying customers? If you generate leads but the sales conversion rate is very low, you need to rethink your webinar topics, value proposition, target audience segments, and promotional channels.
8. Webinar replays vs live attendance rate
Assuming you don't know, bear in mind that some people will intentionally come to register for your webinar just to have access to the replay content. However, if you are not tracking replay data from your webinar platform, you are missing some valuable insights.
Given that live event attendees often convert more than replay content viewers, tracking these metrics will help you identify specific opportunities for improvement. For example, you can use the data from your tracking systems to engage prospects who did not attend but viewed your replay content from beginning to end.
Before now, you may not have considered or tracked some of the metrics mentioned in this post. Regardless of your background or experience, one important thing to remember is that your chosen platform may have only some of the features required for all these webinar performance metrics. In that case, consider using webhooks and APIs to achieve more profound webinar analytics.
While some metrics seem less important than others, tracking them is usually better than relying on guesswork. Even when you have abundant resources to accomplish your goals, failing to take the right actions won't get you the best results. And that's why the insights derived from these metrics will put you on the right track.