> ## Knowledge Base Index > Fetch the complete knowledge base index at: https://help.pandavideo.com/sitemap.xml > Use this file to discover available pages before exploring further. > Pure-Markdown content can be obtained by appending a '.md' suffix to the content URLs listed in the sitemap (without the trailing slash). # Analytics: How do metrics work on Panda Video? # How Analytics Metrics Work at Panda Video Understanding the performance of your videos is essential for making strategic decisions, optimizing VSLs, and increasing conversions. With that in mind, Panda Video provides a complete **Analytics** dashboard, with clear, visual, and actionable metrics. In this article, you'll understand **each Analytics tab**, what it represents, and how to use this information to your advantage. --- ## Summary * [How to Access Analytics](#2-how-to-access-analytics) * [Analytics Overview](#2-analytics-overview) * [Plays](#2-plays) * [Retention](#2-retention) * [Devices](#2-devices) * [Browsers](#2-browsers) * [Locations](#2-locations) * [Referrals](#2-referrals) * [Users](#2-users) * [UTM](#2-utm) * [Lives](#2-lives) * [Best Times](#2-best-times) * [How to Export Analytics Reports](#2-how-to-export-analytics-reports) * [Why Analytics Works Better on Desktop](#2-why-analytics-works-better-on-desktop) * [Continue Learning About Analytics](#2-continue-learning-about-analytics) --- ## How to Access Analytics In the sidebar of your Panda Video account, click on **"Analytics"**. Upon accessing, you'll see a **summary of the last 30 days**, including: * Key performance metrics; * Bandwidth usage per play, DRM, and download; * Top 5 most viewed videos; * Real-time users (last 5 minutes). | Learn more about [detailed bandwidth consumption here](https://help.pandavideo.com/en-us/article/bandwidth-consumption-detail-kvbiml/). --- ## Analytics Overview In the top right corner, the **"More metrics"** button allows you to access all available tabs in Analytics, separated by information type. Each tab offers a different reading on audience behavior and your videos' performance. --- ## Plays The **Plays** tab shows the number of times your videos were played. Here you can monitor: * Total plays; * Unique plays (one per user); * Evolution over time (daily, weekly, or monthly). This is essential for measuring the reach of your campaigns. --- ## Retention In the **Retention** tab, you can see the average percentage of the video that users watched. You can identify: * At which points users drop off; * Which parts of the video are most watched; * Overall retention rate. This data helps optimize your script and video structure. | Learn more about [how to track and set target retention](https://help.pandavideo.com/en-us/article/retention-how-to-track-and-set-targetpitch-retention-analytics-190htad/). --- ## Devices The **Devices** tab shows which device types are used to watch your videos. Examples: * Desktop * Mobile * Tablet Understanding this helps adapt your pages and players to the main audience. --- ## Browsers Similar to devices, the **Browsers** tab shows which browsers are used: * Chrome * Safari * Firefox * Edge, etc. Useful for identifying compatibility issues. --- ## Locations In the **Locations** tab, you can see where your viewers come from. Available data: * Countries * States/Regions * Cities Essential for segmentation and geolocation strategies. --- ## Referrals In the **Referrals** tab, you identify **where the traffic comes from** to your videos. Examples: * Websites * Sales pages * External platforms * Direct traffic This tab is essential for understanding: * Which channels convert more; * Where to focus your marketing efforts; * The efficiency of your pages and integrations. --- ## Users The **Users** tab provides data on who is watching your videos. You can analyze: * Number of unique users; * Viewing frequency; * Consumption behavior over time. This information helps better understand your audience profile. --- ## UTM UTMs serve to track the exact origin of a site's traffic, allowing you to identify which campaigns, ads, or specific links are generating views and conversions (Google Ads, Emails, etc). When a visitor accesses your site through a URL with UTMs, this information is captured by your site. From there, if there's a Panda video on the page, we'll display these UTMs in our Analytics report, allowing you to see how each campaign impacted the video's performance. If you have URLs like: ``` site.com/product?utm_source=instagram&utm_campaign=launch ``` ``` site.com/product?utm_source=google&utm_campaign=remarketing ``` Panda's Analytics will show the video performance separately for each of these sources and campaigns. | To test if UTMs are being captured, access your page with UTM parameters and verify if the data appears in Panda's report after video playback. With UTMs you can basically: * Identify which UTMs generate more plays; * Compare campaigns, ads, or traffic sources; * Evaluate performance of different marketing strategies. This tab is ideal for those working with **paid traffic, launches, or multiple simultaneous campaigns**. || Important: For UTMs to be captured correctly, you need to add an additional script to your page, right after the player embed. See the complete step-by-step guide in the article [How to capture UTM tags in the Player](https://help.pandavideo.com/en-us/article/how-to-capture-utm-tags-in-the-player-1szwpsu/). --- ## Lives The **Lives** tab shows data about your live streams made on Panda Video. You can see: * Number of viewers; * Average watch time; * Peak concurrent viewers. --- ## Best Times In **Best Times**, you can see when your audience is most active. Useful for scheduling: * Launches; * Email sends; * Ad publications. --- ## How to Export Analytics Reports To export a report: 1. In Analytics, select the desired filters; 2. Click on the **"Export"** button; 3. Download the file in CSV format. This allows detailed analysis in spreadsheets or BI tools. --- ## Why Analytics Works Better on Desktop Analytics was designed to display metrics, charts, and tables clearly, which requires more screen space. On mobile devices, the lack of space can hide information and make analysis more difficult. To take full advantage of all features and view data without limitations, we recommend accessing it from a desktop or laptop. --- ## Continue Learning About Analytics * [How to Compare Video Performance](https://help.pandavideo.com/en-us/article/how-to-compare-video-performance-analytics-1xj0dt/) * [How Cost per Play and per User is Calculated](https://help.pandavideo.com/en-us/article/how-is-the-cost-per-play-and-per-user-calculated-analytics-18357sm/) * [Target/Pitch Retention: How to Track and Set](https://help.pandavideo.com/en-us/article/retention-how-to-track-and-set-targetpitch-retention-analytics-190htad/)