ANALYTICS
Webinar analytics: find the step where people drop, then fix it
Webinar analytics tracks everything between the first visit to your registration page and the last payment: who signed up, who turned up, how long they stayed, who saw the offer and who bought. It is worth one decision per webinar, which step to fix next. Here are the numbers that matter, how to read them, and what Webinly reports for you.
The webinar metrics that matter
Seven steps, each with a number worth watching and a question it answers.
| Step | What to measure | What it tells you |
|---|---|---|
| Registration page | Visits, and registrants divided by visits | Whether the page keeps the promise the ad or email made. |
| Show-up | Registrants who joined, as a share of all registrants | Whether your reminders and your time slot work. |
| Watch time | Average time watched; how many were still there at 25%, 50%, 75% and 100% | Where the talk loses people, and how many were left at the pitch. |
| The offer | Saw the offer, opened checkout, clicked your links | Whether the offer and the price land. |
| The sale | Sales, revenue, average order value, buyers divided by attendees | What the webinar actually earned. |
| Value of a signup | Revenue divided by registrants | The number to set against what an ad pays for each signup. |
| Source | Signups and sales by campaign, ad set and creative | Which ads to keep paying for. |
How to read webinar funnel analytics
Find the biggest drop between two neighbouring steps and fix only that one. Work from the top: a better offer does nothing for people who left before it appeared.
- Few visitors register
The page asks for too much or promises something the ad did not. Match the headline to the ad and ask for name and email only.
- Registrants do not show up
Check the reminders and the time slot first. Our attendance calculator plans on 40% of registrants live and 30% automated, as benchmarks, not measurements of your audience.
- People leave before the pitch
The drop-off chart shows where. Cut the middle, or bring the offer forward to where most people are still watching.
- They see the offer and never open checkout
A price, proof or deadline problem. A short survey to the people who saw it and did not buy tells you which.
- They open checkout and do not pay
Your warmest leads. Follow up the same day, with the checkout one click away.
More on the first two in how to increase webinar attendance, and on the last one in webinar follow-up.
Webinar reporting in Webinly
Webinly reports in two places, built from what already happens on your pages, in the room and in your emails, so there is nothing to install. Both come with every plan.
Analytics: every webinar on one page
Analytics in the dashboard menu covers the last 7, 30 or 90 days, or all time. At the top: revenue from every sale in the period, with the number of sales, then registrations, show-up rate and the share of registrants who watched 80% or more. Revenue from won deals on booked calls sits beside it, never added in, and a second currency is listed separately, not converted.
Below that, a conversion funnel (registered, attended, engaged, paid) shows each step as a share of the one before, and traffic sources break down registrations by UTM source, with paying registrants and revenue for each. Untagged signups count as direct. A table ranks up to your 50 newest webinars by any column, from registrations and show-up rate to average watch, conversion and revenue. Further down: who keeps coming back across your webinars, and how the emails your account sends perform (sent, delivered, opened, bounced, spam complaints). Your dashboard home shows the headline numbers for today or the last 7 or 30 days, each compared with the period before.
Each webinar’s report
A webinar’s Analytics tab holds the detail, filtered to today, 7 days, 30 days, all time or dates you pick:
- Landing page
Visits to the registration page with bots left out, the registration rate, and the split between mobile, desktop and tablet.
- The webinar
Attendance rate, daily registrations against attendance, when people sign up and join in the webinar’s own timezone, completion rate, and average time watched, measured from time actually spent watching. On live and scheduled webinars, live and replay each get attendees, attendance rate, average watch and completion; an always-on webinar shows who watched their session, average watch and who watched to the end. A drop-off chart shows how many attendees reached 25%, 50%, 75% and 100%.
- Links, referrals and email
Who clicked each link you showed, so you know whom to follow up. Who brought in the most registrants through their personal invite link. Sent, delivered, opened, clicked, bounced and spam complaints for the webinar’s emails, plus a per-email table of sends, opens, clicks and open rate that you can sort by open rate.
- People and their answers
Every registrant marked no-show, watched or completed, with watch percentage, searchable. With a post-webinar survey attached: the most common reason, the average rating and the written answers. The full chat history is one click away. Your own test registrations are badged in the list and left out of the signup and attendance counts, the watch percentages and the drop-off chart.
The webinar revenue report
For offers sold inside the webinar, the Revenue and selling card shows revenue, sales, average order value, conversion (sales divided by attendees) and revenue per registrant. A money funnel counts how many signed up, watched, saw the offer, opened checkout and paid, with abandoned checkouts below it. Order bumps, upsells and downsells each show how many sales took them and what they added, and a chart shows where in the video offers were shown, clicked and bought. The buyers list shows who bought what, for how much and whether it was delivered, and exports to CSV. More on in-webinar offers.
Webinar conversion tracking, down to the ad
The registration form keeps each signup’s UTM tags. The report groups signups by campaign, ad set and creative, with the last 24 hours and 7 days beside the total, and the sales and revenue each produced, because every in-webinar order carries the buyer’s signup tags.
For your ad platforms, add a Meta, TikTok, Google Analytics 4 or Google Tag Manager ID in Settings, then Tracking. Your webinar pages and forms then send page views, checkouts started, registrations and purchases with their amount. The pixels are on by default and stop for any visitor who picks Reject all on the cookie banner. You choose which events each pixel sends. A Microsoft Clarity ID adds session recordings.
Sales, deals and bookings
The Sales page lists every order: offers sold in a webinar room, through a funnel, a payment link or a form, and courses bought on their own, with the total collected in each currency. Paid webinar tickets and paid event places are not on it; both count on Analytics. The CRM has its own reports for deals (open pipeline, forecast, win rate, lost reasons) and booking analytics for calls (show rate, bookings that became won deals, where bookings came from). Each contact’s history and scores are in the webinar CRM.
Date ranges, filters and exports
| Where | Range and filters | Export |
|---|---|---|
| Analytics (all webinars) | 7, 30 or 90 days, or all time | No export |
| A webinar's Analytics tab | Today, 7 days, 30 days, all time, or your own from and to dates, counted in the webinar's timezone | Buyers list and chat history, as CSV; on Scale, the totals through the API |
| Sales | Orders from webinar rooms, funnels, payment links, forms and courses (not paid tickets or paid events); search, filter by source and status | No export |
| Contacts | All contacts, or the ones matching your search, tag or stage filter | CSV |
What it does not do
Revenue is not converted between currencies. Analytics and your dashboard home count every sale, from paid tickets on paid webinars to offers sold in the room, funnels, courses, forms and events. A second currency is shown on its own line, never added in, and on Analytics won deals from booked calls stay beside revenue, never added to it.
No export of the totals, no PDF, no scheduled report. The CSV exports are lists: a webinar’s buyers, its chat history and your contacts. The totals and charts on Analytics and the webinar report have no export button, there is no PDF, and no report is emailed to you on a schedule. On Scale, an API key with the Read analytics scope, made in Settings, Developers, returns a webinar’s registrations, attendance, completion rate and average watch.
A click is not a sale. A handout or link card in the room that points to your own site shows clicks and who clicked. What they did there, Webinly cannot see.
Some numbers are estimates or wait for data. Visits count visits, not people, and the registration rate appears only once visits are at least as many as registrants. Opens are rough in both directions: some mail apps open every message to protect privacy, and emails you send to a whole list count as sent and delivered but never as opened. There is a device split but no country breakdown, and poll results show only in a live webinar’s control room while the poll runs, not in the report (automated webinars have no control room).
Setting it up
- 1. Tag every link you share
utm_source for the channel, utm_campaign for the campaign, utm_content for the ad set and utm_term for the creative. Untagged signups all land in one bucket.
- 2. Sell through the checkout in the room
That is what ties a sale to its ad and fills the revenue report. A handout or link card that sends people to your own site gives you clicks only.
- 3. After each webinar, change one thing
Open its Analytics tab, find the biggest drop, fix that step, then compare the next run against this one.
Common questions
- What is webinar analytics?
- Measuring each step from the first visit to your registration page to the last payment (registered, showed up, stayed, saw the offer, bought) and where each person came from, so you know which step to fix before the next webinar.
- Which webinar metrics matter most?
- Show-up rate, how many people were still watching when the offer appeared, buyers divided by attendees, and revenue per registrant. The last one is what a signup is worth, so it tells you how much you can pay an ad for one.
- How do I track which ad produced webinar sales?
- Put UTM tags on every ad link and sell through the checkout inside the webinar. Each order carries the buyer's signup tags, so the webinar's Analytics tab shows signups, sales and revenue per campaign, ad set and creative.
- Does Webinly count replay viewers separately?
- Yes, on live webinars and scheduled automated ones. The report splits attendees, attendance rate, average watch and completion into live (in-session, on an automated webinar) and replay, and shows replay watch time on its own line once someone has watched the replay. An always-on webinar, where each person's session starts a number of minutes you set after they sign up, shows who watched their session, their average watch and who watched to the end instead.
- Is analytics included in every plan?
- Yes. The account-wide Analytics page and each webinar's report come with every plan. Figures for live broadcasts appear only on Pro and Scale, the plans that can go live.
See where your next webinar loses people
Every webinar gets its own report from the first visit, next to one view of all your webinars.
Your card is saved when you pick a plan. On a first plan the first charge is 14 days later, with one webinar and 50 registrations in between. Cancel any time from the billing page.
Related reading
- The webinar funnel guide: each step from ad to sale, and what good looks like at each.
- Customer data platform: the per-person view behind these totals.
- Webinar CRM and lead scoring: turning what attendees did into who to call first.
- In-webinar offers and checkout: the sales the revenue report counts.
- Webinar attendance calculator: how many registrants to expect in the room.
Last updated 2026-09-27. Reports, ranges and exports were checked against the product that day. Something out of date? Email us.
One product, every part connected.
- CRM and lead scoringDeals, calls, and who is ready to buy.CRM and lead scoring: how it works
- Offers and checkoutTimed offers they pay for without leaving the room.Offers and checkout: how it works
- Registration pagesTurn a click into a seat, with reminders built in.Registration pages: how it works