A method is provided that includes retrieving user interface (UI) analytics data describing interactions with a UI provided by an online service, and retrieving media player state information describing interactions with video data included in the UI. The method further includes generating, based on the UI analytics data and the media player state information, UI data describing how the video data affects usage of the online service and how one or more elements within the UI affect user access to the video data, and presenting a comparison between a first subset of the UI data where the video data is not viewed and a second subset of the UI data where the video data is viewed to facilitate evaluation of how viewing the video data on the UI affects navigation to and from the UI.