Wistia’s integration with Google Analytics
The Wistia + Google Analytics integration brings Wistia's video analytics into your GA4 account. Once you’ve set up GA4 on your site, Wistia automatically passes along video events—like plays, watch progress, form fills, and CTA clicks—to GA4. With that data handy, you can measure video performance alongside your other website metrics. Plus, spin up audiences based on how viewers interact with your content. That way, you can target and reach folks who already engage with your videos.
How the Wistia + Google Analytics integration works
Get video data in GA4 automatically
As soon as the integration is enabled, Wistia starts sending video engagement events into GA4. Each embedded video is tracked individually, even when multiple videos appear on the same page, giving you granular insight into performance.
See which videos drive the most engagement
Track watch behavior with events triggered when someone watches 25%, 50%, 75%, and 100% of a video. Spot exactly where viewers drop off so you can optimize content for retention.
Connect engagement to conversion
When viewers submit an in-video form or click a CTA, those actions are sent to GA4 as events. From there, you can connect them to conversion goals to measure how video drives leads, sign-ups, and sales.
Build Google Ads audiences with video data
Automatically create custom audiences in Google Analytics using video data like play rates, percent watched, CTA clicks, and conversions. Your most engaged video viewers are valuable prospects, which makes them an ideal audience for strategic retargeting campaigns.
Data shared with Google Analytics
See how the Wistia + Google Analytics 4 integration helps you track video engagement events alongside your other website metrics.
| Feature | Available for | Data sync | Data sent to GA4 |
|---|---|---|---|
| Video engagement | VideoChannels | → | Play, 25%, 50%, 75%, 100% |
| Call to action click | VideoChannels | → | CTA link clicked |
| Form submit | VideoChannels | → | Email captured via Turnstile |
| Subscribed | Channels | → | Channel subscription |