Abstract: Techniques for web and visual content interaction analytics are described, including capturing data associated with a web activity from one or more sources, the data including at least a video comprising eye-gaze data and the one or more sources comprising at least a visual imaging device configured to capture the video, initiating the capturing the data using an on-page module or script, transmitting the data comprising at least the video from the visual imaging device to a server configured to perform one or more transformations associated with the data, analyzing the data transmitted from the visual imaging device to the server to determine one or more values to generate an analytics report associated with the web activity and the one or more sources, and presenting the analytics report graphically on a display.