Demo analytics: what to measure.

The five numbers that change decisions

1. Completion rate, against this demo's own history. A 40% week is only bad if the demo used to do 55%.
2. The parking stop: the step with the largest drop to the next. It names the exact screen, hotspot, or gate to fix — the only metric with a built-in to-do.
3. CTA click rate. The demo exists to send people somewhere; this is whether it does.
4. Plays by source and referrer. The same lane on the pricing page, a /demo URL, and an outbound link performs differently — this is how you learn which placement pays.
5. Drives by account (from personalized links and lead companies): for sales, who is engaging and how deeply, per deal.

What to ignore

• Raw play counts without a source split — a spike from a newsletter tells you about the newsletter, not the demo.
• Cross-company completion benchmarks with no named source. Length, placement, and audience swamp tool effects; compare a demo against itself.
• One average across different lanes. A three-stop pricing-page lane and a twelve-stop onboarding lane should never share a target.
• Day-one numbers. Ad blockers and short sessions under-report; the shape stabilises over a week.

The ten-minute weekly read

1. Open the funnel for your main lane. Find the biggest drop.
2. Decide the likely cause in order of frequency: hard-to-find hotspot, a gate too early, a screen that answered the question, sheer length.
3. Change exactly one thing.
4. Note completion and CTA rate; compare next week against this one.
5. Once a month, read sources: kill or fix the placement with plays and no completions.

Leads with the drive attached

The most underused demo metric is on the lead, not the dashboard: a form submitted mid-demo arrives with the drive — stops reached, time spent, CTA clicked — and that context is what makes demo leads worth more than form fills. Score on it, route on it, and write the first reply from it.

In Tellane

The analytics page carries all five: KPIs with deltas and sparklines, the per-stop funnel with the parking stop named, CTA clicks, sources, referrers, devices, countries, accounts, a prospect-link table, recent drives, and a live view — with CSV export for anything you want in a spreadsheet. Leads carry their drive and a 0–100 score.