When using an email automation platform, you might notice that the video analytics data, particularly views, shows different numbers than the total emails sent. This discrepancy can occur because video views are often tracked using cookies and URLs, which can be blocked by ad blockers or privacy settings. As a result, the reported number of views may differ from the actual number.

On the other hand, video plays are tracked directly from our database, making them a more accurate reflection of user engagement. This means that the number of plays is the most reliable metric available when assessing how many recipients are actually interacting with the video content.

In video analytics, views are recorded when someone opens the video, while plays are recorded only when the video actually starts to play. It’s common to see a difference between these two metrics. The number of plays tends to be more reliable because it is tracked directly through our database, whereas views depend on cookies and URLs, which can be affected by ad blockers and other privacy tools.

When comparing video analytics to email open rates, the tracking methods differ significantly. Email opens are typically tracked using a small, invisible image pixel embedded in the email. When the recipient opens the email, the pixel is automatically downloaded, signaling that the email has been opened. This method does not rely on cookies, therefore a difference can be expected.

In summary, while views and plays are both valuable metrics, plays offer a more accurate measure of engagement. When comparing these to email open rates, it’s important to understand the different tracking methods to accurately interpret the data.