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• 16 Website Metrics to Track If You Want to Grow Your Business

  9 avril 2024, par Erin

  Conversion rate.

  Bounce rate.

  Sessions.

  There are dozens of metrics to keep up with in web analytics. It can be confusing at times trying to keep up with everything.

  But, if you want to improve your website performance and grow your business, you need to know what they are and how they work.

  Why ?

  Because what you measure gets managed. This is true in your personal life and business. You must track various website metrics to help your business reach new heights.

  In this guide, you’ll learn about the most important website metrics, why they’re important and how to track them to grow your brand.

  What are website metrics ?

  Your website is your digital headquarters.

  It’s not a static place. Instead, it’s a vibrant, interactive hub your visitors and customers can engage with daily.

  Every time a user interacts with your website, you can track what’s happening.

  Website metrics help you measure how much your visitors and customers interact with your website. 

  These engagement metrics help you understand what your visitors are doing, where they’re coming from, how they’re moving on your website and how long they stay. They can even give you insights into what their goals are.

  

  If you aren’t tracking your website metrics, you won’t know how effective your website is.

  By paying close attention to your key metrics within a web analytics platform like Matomo, you’ll be able to see how well your marketing is doing and how your visitors are engaging so you can improve the user experience and increase conversions.

  16 website metrics to track

  Here are the top 16 website metrics you need to be tracking if you want to grow your business :

  1. Pageviews

  A pageview is the number of times a web page has been viewed. 

  Many pageviews can indicate a successful search engine optimisation (SEO) or marketing campaign — it can be used to show positive results for these initiatives.

  It can also help you determine various issues on individual pages. For instance, performance issues or poor website structure can cause visitors to get lost or confused while navigating your website.

  

  2. Average time on page

  Average time on a page is simply the time visitors spend on a specific page (not the entire website) ; tracking users’ time on various pages throughout your website can give you insights that can help you improve certain pages.

  If you get tons of traffic to a particular page, but the average time a visitor stays on that page is minimal, the content may need some work.

  Tracking this data can help determine if your website is engaging for your visitors or if you need to modify certain aspects to increase your visitors’ stay. Increasing the average time on the page will help boost your conversions and search engine rankings.

  3. Actions per visit

  Actions per visit is a key metric that tracks the average number of actions a visitor takes every time they visit your website. This data can help you track your audience engagement and the effectiveness of your content across your entire website.

  An action is any activity performed by your visitors on your website like :

  • Outlinks
  • Downloads
  • Page views
  • Internal site searches

  The higher your actions per visit, the more engaging your audience finds your website content. A side effect of increased actions is staying longer on the site and more likely to convert to your email list as a subscriber or pay for products as a customer.

  4. Bounce rate

  Like a bouncy ball, your website’s bounce rate measures how many users entered your site and “bounced” out without clicking on another page. This metric can be extremely helpful in determining user interest in your content. 

  You might be getting many visitors to your website, but if they “bounce” after visiting the first page they land on, that’s a great indicator that your content is not resonating with your audience.

  Remember, this metric should be taken with a grain of salt. 

  Your bounce rate may indicate that visitors are finding the exact information that they wanted and leaving pleased, so it’s not a black-and-white metric.

  For example, if you have a landing page with a high bounce rate, then that’s likely not a sign of a good user experience. But, if you have a knowledge base article and they just need to find some quick information, then it could be a good indicator.

  5. Conversions

  The first step in tracking conversions is defining what a conversion is for your website. 

  Do you want your audience to :

  • View a blog post
  • Purchase a product
  • Download an eBook
  • Sign up for a consultation call

  Determine what that conversion is and track how often users take that action on your website.

  This helps you understand if your marketing and content strategies are working toward your pre-defined conversion goal.

  

  6. Conversion rate

  A conversion rate is the percentage of visits that triggered a conversion. Knowing this metric lets you plan, budget, and forecast future growth.

  For example, 5% of your website visitors take action and convert to customers. With this information, you can make better informed financial decisions regarding your marketing efforts on your website to help increase traffic and future conversions.

  While there are basic conversion rate benchmarks to strive toward, it ultimately depends on your goals and the specific conversions you decide to track that are best for your business. 

  That being said, Matomo has some best practices to help you optimise your conversion rates, no matter what conversion metric you are tracking.

  7. Exit rate

  While “bounce rate” and “exit rate” are similar, “exit rate” is the percentage of visits to a website that ended on a particular page.

  Knowing which pages have the highest percentage of visitors exiting your website gives you key information on the pages that may need to be improved.

  If you see that your “exit rate” is highest on pages before the checkout (or other CTA’s you have established), you will want to dive into what’s causing visitors to leave from that page. For example, maybe it’s the content, the copy or even a broken link.

  This is a great metric to help determine where you have breakdowns between you and your visitors. Improving your exit rate can help guide visitors through your website funnel more easily and boost your conversion rates. 

  

  8. Top pages

  The top pages on your website are the pages that receive the most visits. Understanding what your top pages are can be crucial in planning and guiding your marketing strategies moving forward.

  Your top pages can help you determine the most engaging content for your audience. This can be extremely helpful in guiding your visitors to certain pages that other users find more valuable.

  It also helps you determine if you need to focus more attention on different parts of your website to increase user engagement in those areas.

  For example, maybe your most-viewed pages have less copy and more photos or videos. Understanding this lets you know that incorporating more media into other pages will boost future engagement.

  9. Traffic sources

  Your traffic sources are the channels that are driving visitors to your website. The four most common traffic sources are :

  • Direct Entry : Typing your website URL into their browser or visiting via a bookmark they saved
  • Websites/Referral : Clicking on a link to your site from another website
  • Search Engines : Using search engines (Google, Bing or Yahoo) to find your website
  • Campaigns : Visitors directed to your website through specific marketing campaigns, such as email newsletters, Google Ads, promotional links, etc.
  • Social Networks : Visitors accessing your website by clicking on links shared on social media platforms like Facebook, X (Twitter), LinkedIn, etc.

  Understanding where your visitors are coming from can help you focus your marketing efforts on the traffic sources with the highest conversion rates. 

  Suppose your email marketing campaign isn’t driving any traffic to your website, but your ad campaign is responsible for over 25% of your conversions. In that case, you might consider doubling your advertising efforts.

  10. Form average time spent

  Forms are a crucial part of your website’s marketing strategy. Forms can help you :

  • Learn more about your visitors
  • Gather feedback from your audience
  • Convert visitors into email subscribers
  • And more

  Form average time spent is the average amount of time a visitor spends on a specific form on your website. The time is calculated as the difference between the first interaction with a form field (for example, a field focus) and the last interaction with a form.

  Want to convert more visitors into leads ? Then, you need to understand your form analytics better. Learn more here.

  11. Play rate

  If you want to keep your audience engaged (and convert more visitors), you need to publish different types of media.

  But if your video or audio content isn’t performing well, then you’re wasting your time.

  That’s where play rate comes in. It’s calculated by analysing visitors who watched or listened to a specific media after they have visited a web page.

  With play rate, you can track any video, podcast, or audiobook plays.

  You can easily track it within Matomo’s Media Analytics. The best part ? This feature works out of the box, so you don’t need to configure it to start leveraging the analytics.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  12. Returning visitors

  Returning visitors are users who visit your website more than once over a specific time.

  You will want to measure the number of returning visitors to your website, as this information can give you additional insights into your marketing strategies, company branding and content.

  It can also help you better understand your customer base, giving you a clearer sense of their top desires and pain points.

  13. Device type

  Device type tracks the different devices visitors use to visit your website. These could be :

  • Tablets
  • Mobile phones
  • Desktop computers

  Knowing what your visitors are using to access your website can help you improve the overall user experience.

  For example, if 80% of your visitors use mobile phones, you could think about optimising your web pages to format with mobile devices. 

  

  14. Top exit pages

  Top exit pages are the pages that a visitor leaves your website from the most.

  Each web page will have a specific exit rate percentage based on how many people leave the website on a particular page.

  This can be quite helpful in understanding how visitors interact with your website. It can also help you uncover and fix any issues with your website you may not be aware of.

  For instance, one of your product pages has the highest exit rate on your website. By looking into why that is, you discover that your “Add to Cart” button isn’t functioning correctly, and your visitors can’t buy that particular product, so they exit out of frustration.

  15. Marketing attribution

  Marketing attribution (multi-touch attribution) helps you see which touchpoints have the greatest impact on conversions.

  Within Matomo, revenue attribution involves assigning credit for revenue across multiple touchpoints that contribute to a conversion.

  Matomo’s multi-touch attribution models use different weighting factors, like linear or time decay, to allocate credit to each touchpoint based on its influence.

  Matomo’s multi-touch attribution reports provide insights into how revenue is distributed across different touchpoints, marketing channels, campaigns, and actions. These reports allow you to analyse the contribution of each touchpoint to revenue generation and identify the most influential interactions in the customer journey.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  16. Event tracking

  Every website has multiple actions a user can perform called “events”. These could be downloading a template, submitting contact information, signing up for a newsletter or clicking a link.

  Tracking events can give you additional context into what your visitors are interested in or don’t care about. This allows you to target them better through those events, potentially creating new, unique conversions and boosting the growth of your business.

  It can also lead to discovering potential issues within your website if you notice visitors aren’t taking action on certain CTAs, such as broken links or lack of content on certain pages. By uncovering these issues, you can quickly fix them to increase your conversions.

  

  Start tracking your website metrics with Matomo today

  There’s much to consider when creating and running your website, such as the design, copy and flow. 

  While these are necessary, tracking your website’s data is one of the most important aspects of running a site. It’s crucial in helping you optimise your site’s performance and create a great experience for your visitors.

  Every interaction a visitor has on your site is unique and leaves valuable clues you can use to improve all aspects of your site experience. 

  Understanding what your visitors like, what website performance issues they’re running into and how they interact across your website is crucial to improving your marketing and sales efforts.

  While tracking this much data can feel overwhelming, having all your key metrics in one place and broken down into easy-to-understand benchmarks can help alleviate the stress and headache of data tracking. 

  That’s where a web analytics platform like Matomo comes in.

  With Matomo, you can easily track, store and analyse every piece of data on your website automatically to improve your site performance and user experience and drive conversions. 

  With Matomo, you can take back control with a platform that gives you 100% data ownership.

  Used on over 1 million websites in over 190 countries, Matomo gives you :

  • Accurate data (no data sampling)
  • Privacy-friendly and GDPR-compliant analytics
  • Open-source access to create a custom solution for you

  Try Matomo for free for 21 days now. No credit card required. 

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

  Your email address
  

  Your website address
  

  Your Analytics subdomain will be .matomo.cloud (change)

  Choose your analytics subdomain
  

  .matomo.cloud

  I accept the terms and conditions and data processing agreement (DPA)

  
  Your information will be used to create an account on our cloud service. For more information please consult our privacy policy.
  
  
  

  Start improving your websites now

  

• CRO Program : Best Practices and KPIs to Track [2024]

  8 mai 2024, par Erin

  Driving traffic to your website is only one part of the equation ; the second part is getting those visitors to convert by completing a desired action — creating an account, signing up for a newsletter or completing a purchase. 

  But if you fail to optimise your website for conversions, you’ll have a hard time guiding visitors further down the funnel and turning them into customers.

  That’s where a CRO program (or conversion rate optimisation) can help. 

  This article will cover conversion rate optimisation best practices and outline key metrics and KPIs to start tracking to see an improvement in your conversion rates.

  What is a CRO program ? 

  In the simplest terms, a CRO program — also called a CRO plan — is a digital marketing strategy. It focuses on implementing different tactics that can lead to an increase in conversion rate and maximising revenue. 

  

  One thing to remember is that the definition of “conversion” varies from business to business. The most obvious type of conversion would be a financial transaction or a completed form — but it comes down to what you consider a valuable action. 

  Many different actions can count as conversions, depending on your marketing goals. 

  Besides making a purchase, other common examples of key conversion moments include creating a new account, signing up for a free trial, booking a demo and subscribing to an email newsletter. 

  Another thing worth noting is that while the average conversion rate on e-commerce websites is 3.76%, it might fluctuate across different industries and device types. Case in point — desktop devices have higher conversion rates than mobile devices, clocking in at 4.79% and 3.32%, respectively. 

  So, in addition to defining your key conversion moments, you should also go over conversion insights relevant to your specific industry. 

  

  The importance of conversion rate optimisation 

  You’d be right to assume that the ultimate goal of a conversion rate optimisation process is to drive revenue through higher conversion rates — but don’t focus solely on the numbers. The core principle of a CRO program is improving the customer experience. Once you’ve achieved that, the increase in conversion rate will follow. 

  

  According to a recent report, global conversion rate optimisation (CRO) software sales are expected to reach $3.7 billion by 2032 — up from $1.1 billion in 2021. 

  This growth indicates the increasing interest in strategies and tools that can help optimise the conversion funnel. Businesses are looking for ways to keep potential customers engaged and improve the average conversion rate — without necessarily increasing their spending. 

  Here are a few reasons why a CRO program deserves a spot in your broader digital marketing strategies : 

  • It can lower your cost per acquisition (CPA) : A CRO program is about optimising your conversion funnel by leveraging existing assets and website traffic rather than increasing your spending — which lowers the costs of acquiring new customers and, in turn, drives ROI. 
  • It can maximise customer lifetime value (CLV) : If you can turn one-time buyers into repeat customers, you’ll be one step closer to building a loyal user base and increasing your CLV. 
  • It can lead to increased sales and boost your revenue : Higher conversion rates typically mean higher revenue ; that’s arguably the most obvious benefit of implementing a CRO program. 
  • It improves the overall user experience : The goal is to make your site more accessible, easier to navigate and more engaging. Delivering the experience people want — and expect — when navigating your website is one of the core principles of a CRO program.
  • It helps you to get to know your customers better : You can’t meet your customers’ needs without taking the time to know them, create user personas and understand their preferences, pain points and conversion barriers they may be facing. 

  Conversion optimisation gives you a competitive edge in revenue and brand reputation. 

  5 CRO best practices 

  

  Here are five conversion rate optimisation strategies and best practices that can make a real difference in the customer experience — and drive potential conversions. 

  Create a CRO roadmap in advance 

  First and foremost, you’ll need a well-defined “game plan” that aligns with and reflects your conversion goals. 

  A CRO roadmap is a detailed manual that outlines how to implement different elements of your CRO-related efforts. Marketing teams can refer to this step-by-step framework for test planning, prioritisation and resource allocation while optimising their marketing strategy. 

  While conversion rate optimisation can be a complex process — especially when you don’t know what to tackle first — we’ve found that there are three things you need to consider when setting the foundations of a successful CRO program : 

  • The “why” behind your website traffic : You’re likely using different online marketing strategies — from SEO to pay-per-click (PPC). So, it’s best to start by gathering channel-specific conversion insights through marketing attribution. Then identify which of these efforts have the biggest impact on your target audience. 
  • The so-called “conversion blockers” that tell you where and why visitors tend to leave without completing a desired action : Funnel analysis might reveal problematic pages — drop-off points where you tend to lose most of your visitors. 
  • Your “hooks” : User feedback can be of great help here ; you can learn a lot by simply asking your customers to fill out a quick online survey and tell you what motivated them to take action.

  Before working on that “game plan,” perform a pre-test analysis. 

  Matomo combines web analytics and user behaviour analytics with features like Heatmaps, Session Recordings, Form Analytics, Funnel Analytics, A/B Testing and User Flow. It can give you those initial benchmarks for measuring progress and a potential increase in conversion rate. 

  Validate your ideas with A/B and multivariate testing 

  Conversion rate optimisation is an iterative process. So, it shouldn’t come as a surprise that A/B testing variants of page layouts, CTAs, headlines, copy and other elements is a big part of it.

  Multivariate and A/B testing allows you to test a wide range of elements across your site and identify what works — and, more importantly, what doesn’t — in terms of driving conversions.

  On that note, Matomo’s A/B Testing feature can support your conversion rate optimisation process by identifying variants that perform better based on statistical significance. 

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  Get to know your website visitors 

  Driving conversions comes down to understanding potential customer’s pain points and needs — and delivering an experience that positions you as the solution and gets them to take action. 

  Here are a few things that can help you understand your website visitors better : 

  • Collecting customer feedback through surveys and using it to identify main areas for improvement 
  • Creating detailed customer personas and optimising your website design and messaging based on your target audience’s pain points, needs and wants 
  • Using heatmaps — colour-coded data visualisation tools that illustrate user interactions — and scroll maps to get a comprehensive overview of online sessions and identify the most engaging elements and those that stand out as potential conversion barriers 

  Matomo’s Heatmaps can help you identify the most-clicked elements on the page and show how far users scroll — providing powerful user insights you can use to optimise these pages.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  Remove friction points 

  As we previously discussed, identifying friction points and barriers to conversion — issues that prevent visitors from converting — is one of the crucial aspects of developing a CRO plan. 

  Many different “conversion blockers” are worth looking into, including : 

  • Lengthy or otherwise complex checkout processes 
  • No guest checkout feature 
  • Device type, browser and OS compatibility issues 
  • Slow site speed and other technical issues
  • Lack of free shipping and limited payment methods 
  • Absence of social proof (customer reviews and testimonials) and trust badges

  Once you’ve identified what’s slowing down or completely discouraging users from reaching key conversion moments, take the time to address it. 

  Switch to text-based CTAs 

  Calls-to-action (CTAs) play a crucial role in guiding customers from interest to action. However, sometimes they fail to do their job — encouraging website visitors to proceed to the next step — effectively. 

  The most obvious reason is that your CTAs aren’t visually engaging or clear enough. In that case, you can try using action-oriented language and stronger visual elements and aligning the CTA copy with the context of the page. 

  But more often than not, the issue comes down to a phenomenon called “banner blindness” — the tendency of website visitors to ignore (either intentionally or unintentionally) elements on a page that resemble banner ads. 

  And if that’s what’s preventing visitors from converting, consider switching to text-based CTAs. 

  Conversion rate optimisation metrics and KPIs 

  At this point, you should know the outcomes you hope to achieve. Your next step should be to figure out how you’re going to measure and analyse results — and identify the changes that made the most impact on your conversion funnel. 

  After all, your CRO action plan should be based on data — assumptions and “gut feelings” will rarely lead to a notable increase in conversion rates. 

  

  That brings us to key performance indicators (KPIs) : 

  Tracking CRO metrics and website KPIs can help you understand the customer’s journey and path to purchase, identify opportunities for improving the user experience (UX) and determine how to optimise conversions.

  That said, you shouldn’t try to track every metric in the book ; think about your ultimate goal and identify the metrics and KPIs most relevant to your business. 

  We’ll assume that you’re already tracking macro- and micro-conversions. However, we’ve outlined a few additional key conversion rate optimisation metrics you should keep an eye on to make sure that your CRO program is performing as intended : 

  • Cost-per-conversion : By measuring how much you spend on each successful conversion — again, completed forms, sign-ups and sales all count as key conversion moments — you’ll be in a better position to assess the cost-effectiveness of your online marketing strategies.
  • Starter rate : This metric tells you the number of people who start filling out the form, after seeing it. This metric is particularly important for companies that rely on getting leads from forms. 
  • Average order value (AOV) : This metric is important for e-commerce sites to understand the value of their transactions. AOV calculates the average monetary value of each order.

  That’s not all ; you can also use a web analytics tool like Matomo to gain granular insights into visitors : 

  • Unique, new and returning visitors : Tracking the number of new and returning visitors your website gets within a given timeframe will help you understand your user base and determine if your content resonates with them. While you want a constant stream of new traffic, don’t overlook the importance of returning visitors ; they’re the foundation of a loyal customer base.
  • User flows : By analysing the user flows, you’ll have a visual representation of how visitors use your website, which will help you understand their journey and the specific path they take. 
  • Bounce rate : This metric tells you how many users viewed a single page on your site and ended up leaving before they took any kind of action. As such, it’s a clear indicator of how good your content, CTAs and website layout are at keeping users engaged.
  • Exit rate : Another key metric to track is the exit rate — the percentage of users who drop off at a specific page. High-exit pages usually lack important information and CTAs, cause frustration or otherwise fail to meet users’ expectations. Keep in mind that there’s a difference between bounce rate and exit rate — the latter involves users who viewed at least one other page. 

  There are many other user engagement metrics you should keep an eye on in addition to the ones mentioned above — including time on-page, actions per visit, scroll depth and traffic source. You’ll find all this information — and more — in Matomo’s Page Analytics Report. 

  Conclusion 

  Implementing a CRO program can be a time-consuming and iterative process. However, it’s vital for guiding your marketing efforts and making data-driven decisions that’ll ultimately help you drive growth and reach your business goals. 

  It’s best to start by identifying where your website visitors come from and what contributes to — or prevents them from — taking further action. But that’s easier said than done. You’ll need to leverage web analytics tools like Matomo to gather powerful user insights and monitor your website’s performance. 

  As an all-in-one, privacy-friendly web analytics solution, Matomo combines traditional web analytics and advanced behavioural analytics — delivering a consistent experience based on 100% accurate, unsampled data.

  Join the 1 million websites that have chosen Matomo as their web analytics platform. Start your 21-day free trial today — and see how Matomo can help you improve your website’s conversion rates. No credit card required.

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

  Your email address
  

  Your website address
  

  Your Analytics subdomain will be .matomo.cloud (change)

  Choose your analytics subdomain
  

  .matomo.cloud

  I accept the terms and conditions and data processing agreement (DPA)

  
  Your information will be used to create an account on our cloud service. For more information please consult our privacy policy.
  
  
  

  Start improving your websites now

  

• FFmpeg fails to draw text

  6 avril 2024, par Edoardo Balducci

  I've rarely used ffmpeg before, so, sorry If the question is too dumb.
I have a problem adding a text layer to a video frame using ffmpeg.

  


  This is my current code :

  


  import subprocess
from PyQt5.QtGui import QPixmap, QImage
from PyQt5.QtWidgets import QLabel

class VideoThumbnailLabel(QLabel):
    def __init__(self, file_path, *args, **kwargs):
        super().__init__(*args, **kwargs)
        self.video = video
        video_duration = self.get_video_duration(file_path)
        thumbnail_path = self.get_thumbnail(file_path, video_duration)
        if thumbnail_path:
            self.setPixmap(QPixmap(thumbnail_path).scaled(160, 90, Qt.KeepAspectRatio))
        self.setToolTip(f"{video.title}\n{video.description}")

    def get_video_duration(self, video_path):
        """Returns the duration of the video in seconds."""
        command = [
            'ffprobe', '-v', 'error', '-show_entries',
            'format=duration', '-of',
            'default=noprint_wrappers=1:nokey=1', video_path
        ]
        try:
            result = subprocess.run(command, stdout=subprocess.PIPE, stderr=subprocess.PIPE, text=True)
            if result.returncode != 0:
                print(f"ffprobe error: {result.stderr}")
                return 0
            duration = float(result.stdout)
            return int(duration)  # Returning duration as an integer for simplicity
        except Exception as e:
            print(f"Error getting video duration: {e}")
            return 0

    def get_thumbnail(self, video_path, duration):
        """Generates a thumbnail with the video duration overlaid."""
        output_path = "thumbnail.jpg"  # Temporary thumbnail file
        duration_str = f"{duration // 3600:02d}:{(duration % 3600) // 60:02d}:{duration % 60:02d}"
        command = [
            'ffmpeg', '-i', video_path,
            '-ss', '00:00:01',  # Time to take the screenshot
            '-frames:v', '1',  # Number of frames to capture
            '-vf', f"drawtext=text='Duration: {duration_str}':x=10:y=10:fontsize=24:fontcolor=white",
            '-q:v', '2',  # Output quality
            '-y',  # Overwrite output files without asking
            output_path
        ]
        try:
            result = subprocess.run(command, stdout=subprocess.PIPE, stderr=subprocess.PIPE)
            if result.returncode != 0:
                print(f"ffmpeg error: {result.stderr}")
                return None
            return output_path
        except Exception as e:
            print(f"Error generating thumbnail with duration: {e}")
            return None


  


  and it is used like this :

  


  for i, video in enumerate(self.videos):
    video_widget = VideoThumbnailLabel(video.file)
    video_widget.mousePressEvent = lambda event, v=video: self.onThumbnailClick(
        v
    )
    self.layout.addWidget(video_widget, i // 3, i % 3)


  


  I'm facing a problem where I am not able to get the thumbnail if I try to add the duration (I've tested it without the draw filter and worked fine)

  


  I get this error (from the result.returncode) that I'm not able to comprehend :

  


  ffmpeg error: b"ffmpeg version 6.1.1 Copyright (c) 2000-2023 the FFmpeg developers\n  built with Apple clang version 15.0.0 (clang-1500.1.0.2.5)\n  configuration: --prefix=/opt/homebrew/Cellar/ffmpeg/6.1.1_4 --enable-shared --enable-pthreads --enable-version3 --cc=clang --host-cflags= --host-ldflags='-Wl,-ld_classic' --enable-ffplay --enable-gnutls --enable-gpl --enable-libaom --enable-libaribb24 --enable-libbluray --enable-libdav1d --enable-libharfbuzz --enable-libjxl --enable-libmp3lame --enable-libopus --enable-librav1e --enable-librist --enable-librubberband --enable-libsnappy --enable-libsrt --enable-libssh --enable-libsvtav1 --enable-libtesseract --enable-libtheora --enable-libvidstab --enable-libvmaf --enable-libvorbis --enable-libvpx --enable-libwebp --enable-libx264 --enable-libx265 --enable-libxml2 --enable-libxvid --enable-lzma --enable-libfontconfig --enable-libfreetype --enable-frei0r --enable-libass --enable-libopencore-amrnb --enable-libopencore-amrwb --enable-libopenjpeg --enable-libopenvino --enable-libspeex --enable-libsoxr --enable-libzmq --enable-libzimg --disable-libjack --disable-indev=jack --enable-videotoolbox --enable-audiotoolbox --enable-neon\n  libavutil      58. 29.100 / 58. 29.100\n  libavcodec     60. 31.102 / 60. 31.102\n  libavformat    60. 16.100 / 60. 16.100\n  libavdevice    60.  3.100 / 60.  3.100\n  libavfilter     9. 12.100 /  9. 12.100\n  libswscale      7.  5.100 /  7.  5.100\n  libswresample   4. 12.100 /  4. 12.100\n  libpostproc    57.  3.100 / 57.  3.100\nInput #0, mov,mp4,m4a,3gp,3g2,mj2, from '/Users/edoardo/Projects/work/test/BigBuckBunny.mp4':\n  Metadata:\n    major_brand     : mp42\n    minor_version   : 0\n    compatible_brands: isomavc1mp42\n    creation_time   : 2010-01-10T08:29:06.000000Z\n  Duration: 00:09:56.47, start: 0.000000, bitrate: 2119 kb/s\n  Stream #0:0[0x1](und): Audio: aac (LC) (mp4a / 0x6134706D), 44100 Hz, stereo, fltp, 125 kb/s (default)\n    Metadata:\n      creation_time   : 2010-01-10T08:29:06.000000Z\n      handler_name    : (C) 2007 Google Inc. v08.13.2007.\n      vendor_id       : [0][0][0][0]\n  Stream #0:1[0x2](und): Video: h264 (High) (avc1 / 0x31637661), yuv420p(progressive), 1280x720 [SAR 1:1 DAR 16:9], 1991 kb/s, 24 fps, 24 tbr, 24k tbn (default)\n    Metadata:\n      creation_time   : 2010-01-10T08:29:06.000000Z\n      handler_name    : (C) 2007 Google Inc. v08.13.2007.\n      vendor_id       : [0][0][0][0]\n[Parsed_drawtext_0 @ 0x60000331cd10] Both text and text file provided. Please provide only one\n[AVFilterGraph @ 0x600002018000] Error initializing filters\n[vost#0:0/mjpeg @ 0x13ce0c7e0] Error initializing a simple filtergraph\nError opening output file thumbnail.jpg.\nError opening output files: Invalid argument\n"


  


  I've installed both ffmpeg and ffmprobe in my machine :

  


  ┌(edoardomacbook-air)-[~/Projects/work/tests-scripts]                                                                                                                                   
└─ $ ffmpeg -version && ffprobe -version                                                                                                                                                              2 ⚙ 
ffmpeg version 6.1.1 Copyright (c) 2000-2023 the FFmpeg developers
built with Apple clang version 15.0.0 (clang-1500.1.0.2.5)
configuration: --prefix=/opt/homebrew/Cellar/ffmpeg/6.1.1_4 --enable-shared --enable-pthreads --enable-version3 --cc=clang --host-cflags= --host-ldflags='-Wl,-ld_classic' --enable-ffplay --enable-gnutls --enable-gpl --enable-libaom --enable-libaribb24 --enable-libbluray --enable-libdav1d --enable-libharfbuzz --enable-libjxl --enable-libmp3lame --enable-libopus --enable-librav1e --enable-librist --enable-librubberband --enable-libsnappy --enable-libsrt --enable-libssh --enable-libsvtav1 --enable-libtesseract --enable-libtheora --enable-libvidstab --enable-libvmaf --enable-libvorbis --enable-libvpx --enable-libwebp --enable-libx264 --enable-libx265 --enable-libxml2 --enable-libxvid --enable-lzma --enable-libfontconfig --enable-libfreetype --enable-frei0r --enable-libass --enable-libopencore-amrnb --enable-libopencore-amrwb --enable-libopenjpeg --enable-libopenvino --enable-libspeex --enable-libsoxr --enable-libzmq --enable-libzimg --disable-libjack --disable-indev=jack --enable-videotoolbox --enable-audiotoolbox --enable-neon
libavutil      58. 29.100 / 58. 29.100
libavcodec     60. 31.102 / 60. 31.102
libavformat    60. 16.100 / 60. 16.100
libavdevice    60.  3.100 / 60.  3.100
libavfilter     9. 12.100 /  9. 12.100
libswscale      7.  5.100 /  7.  5.100
libswresample   4. 12.100 /  4. 12.100
libpostproc    57.  3.100 / 57.  3.100
ffprobe version 6.1.1 Copyright (c) 2007-2023 the FFmpeg developers
built with Apple clang version 15.0.0 (clang-1500.1.0.2.5)
configuration: --prefix=/opt/homebrew/Cellar/ffmpeg/6.1.1_4 --enable-shared --enable-pthreads --enable-version3 --cc=clang --host-cflags= --host-ldflags='-Wl,-ld_classic' --enable-ffplay --enable-gnutls --enable-gpl --enable-libaom --enable-libaribb24 --enable-libbluray --enable-libdav1d --enable-libharfbuzz --enable-libjxl --enable-libmp3lame --enable-libopus --enable-librav1e --enable-librist --enable-librubberband --enable-libsnappy --enable-libsrt --enable-libssh --enable-libsvtav1 --enable-libtesseract --enable-libtheora --enable-libvidstab --enable-libvmaf --enable-libvorbis --enable-libvpx --enable-libwebp --enable-libx264 --enable-libx265 --enable-libxml2 --enable-libxvid --enable-lzma --enable-libfontconfig --enable-libfreetype --enable-frei0r --enable-libass --enable-libopencore-amrnb --enable-libopencore-amrwb --enable-libopenjpeg --enable-libopenvino --enable-libspeex --enable-libsoxr --enable-libzmq --enable-libzimg --disable-libjack --disable-indev=jack --enable-videotoolbox --enable-audiotoolbox --enable-neon
libavutil      58. 29.100 / 58. 29.100
libavcodec     60. 31.102 / 60. 31.102
libavformat    60. 16.100 / 60. 16.100
libavdevice    60.  3.100 / 60.  3.100
libavfilter     9. 12.100 /  9. 12.100
libswscale      7.  5.100 /  7.  5.100
libswresample   4. 12.100 /  4. 12.100
libpostproc    57.  3.100 / 57.  3.100


  


  Does anyone see the problem ?

  


  ---

  


  P.S. : I know that I havent provided a minimal reproducible example, but since I don't know where the problem lies I didn't want to exclude anything