TwentyThree comes with analytics for video-specific behaviour such as loads, plays engagement, dropoff and interaction. This gives deep information about how video is used and performance. To allow video usage to be tracked alongside all your other web content, you can connect your players and TwentyThree-hosted web pages to web analytics tools such as Google Analytics (or GA).

When you connect to Google Analytics, all player events are tracked along with all visits to your video hub, video pages and landing pages on TwentyThree. The collected data can then be used in Google Analytics to track user journeys, to score conversion values and much more.

Connecting to Google Analytics

To connect TwentyThree with Google Analytics, navigate to the "Connect" section under "Video Attribution" in the left side menu.

Next, click on the Google Analytics icon in the Library and use your GA property identifier to complete the connection.

When you connect Google Analytics, you get a number of configuration options:

• Google Analytics ID: This is the identifier of the property in Google Analytics that you want to use for tracking.
• Track player events: When this option is enabled, events in the player such as loads, plays, progress and completion are tracked within Google Analytics. These events can be used to create segments, filter and goal funnel later on.
• Track page views on video section: When this web page view option is turned on, the Google Analytics tracking code will be automatically include in all TwentyThree-hosted web pages served to customers. This means that page views will appear in GA alongside your normal web analytics.
• Track video plays as page views (not recommended): With the feature on, a page view event is tracking in Google Analytics every time a player is loaded. Tracking player loads as page views will allow a lot flexibility in how testing and funnels are set up. This also means that you'll have page view tracking on video loads when the video player is embedded outside of your own pages. Note that since the player will often be embedded on a page that already has tracking, enabling this options also inflate visitor stats by counting the same page view multiple times.

Testing the connection

When the connection has been enabled, go to any page or player with the tracking active. After this, open up the Real time Overview within Google Analytics to verify that data is showing up.

Using player events

When player event report is turned on, a number of events are forwarded to Google Analytics: 

• Play: The viewer started playing the video. 
• Pause: The viewer paused the video. 
• 25 Watched: The viewer played the 25% percentile of the video. 
• 50 Watched: The viewer played the 50% percentile of the video. 
• 75 Watched: The viewer played the 75% percentile of the video. 
• 100 Watched: The viewer played the 100% percentile of the video. 
• Finished: The viewer finished playing the video.

Each of these events are tracked alongside the title of the video in question, so you can narrow down events for further analysis.