YouTube is the second-largest search engine on the planet after Google. And if you’re using video as a marketing strategy, you’ve undoubtedly already put some time, energy, and creativity into making videos for your own YouTube channel. “YouTube Analytics“.
However, to make the most of YouTube as a platform for engaging your audience, you can also mine YouTube Analytics for a trove of treasures to enhance the performance of your videos.
How to use YouTube analytics
You may use YouTube analytics to examine information about your channel’s general performance, your postings, and your target demographic. You may develop a content strategy to promote channel growth using these engagement metrics.
- On your desktop, sign in to your YouTube account.
- Select YouTube Studio by clicking on the profile symbol in the upper right corner.
- Your YouTube channel’s analytics dashboard will appear after clicking that. Choose Analytics from the left menu or click “Go to Channel Analytics,” which is next to the video thumbnails for your top videos, to continue.
- To find the data you need, switch between the Overview, Content, Audience, and Research tabs on the analytics page for your channel.
- If you select Advanced Mode in the top right corner of your channel’s analytics page, you can also find additional information about specific video analytics and your channel.
- Select the characteristics you wish to monitor in Advanced Mode, then select the download icon in the top right corner if you want to download a report. The report can then be downloaded as a Google Sheet or.csv file.
- If you don’t already have it, download the YouTube Studio app for your iPhone or Android device.
- Open the YouTube Studio app and sign in to your account.
- The app’s dashboard will appear after clicking it. The number of subscribers you have, the number of times your channel has been seen, and even the number of hours viewers have spent watching your videos can all be seen in this summary. Select “Get More” to view more detailed information.
YouTube metrics explained
It’s crucial to be aware of the metrics that YouTube Studio allows you to track if you want your social media and YouTube marketing initiatives to be successful.
The General or Overview tab gives a brief overview of the performance of your YouTube channel and videos. You may observe:
- How many views does your channel have?
- How much time have people spent watching videos on your channel in “Watch Time“?
- The number of subscribers you have
- Your estimated revenue earned (if you’re part of the YouTube Partner Program)
- A comparison of your recent videos and channel’s performances with past data
- Which of your videos has received the most views in the last 28 days?
- Real-time views that show you the overall views for your channel in the past 48 hours and 60 minutes
- Stories, which show how your most recent stories have performed in the past seven days.
- Latest Content, which shows you how your most recent uploads have been performing in the past 24 hours.
You may check whether portions of your videos are keeping your target Audience Retention by using the Audience Retention tool. This is a fantastic tool for YouTube artists and influencers to continuously enhance their video marketing techniques.
The Content tab shows how people find your content, what content they’re watching, and how they interact with your videos.
On this tab you’ll find:
- Views: The number of views your content (videos, shorts, livestreams) has had
- Impressions: How often a thumbnail of your content was shown to YouTube users, and how often that resulted in users clicking on that thumbnail and watching your content (Impressions click-through rate)?
- Average view duration: The average time a viewer watches your videos
- How viewers find your videos: Was it through the short feed, suggested videos, a YouTube search, an external Google search, etc.?
- Top videos: The videos that have the most views and are top-ranked amongst your content
- Key moments for audience retention: What aspects of your videos piqued your viewers’ interest? You can even compare the retention of your last 10 videos of similar length.
- Remixed: Your total remix views and how they rank
- Post impressions: How many times has one of your posts been shown to YouTube users?
You can find out how YouTube users found you by finding the Reach tab. You will get a summary of the views, impressions, click-through rate, and the number of distinct viewers that clicked on your content as usual.
You can also find data on:
- Traffic source types: How users are finding your content and channel It will even let you tell whether they found your channel via an embedded link, an external search on YouTube, or another search engine.
- Suggested videos: After a video has finished playing, more videos may start to play. These videos may be your own or belong to someone else.
- Playlists: Which playlists include your videos, and how much traffic do certain playlists get?
- Bell notifications sent: This represents the number of alerts that were sent to your subscribers.
You can tell how long users are watching your content on the Engagement tab. As soon as you click on the tab, the key metrics card will provide the average view time and watch time.
This tab also has information on:
- Audience retention: Which sections of your videos captured the interest of your viewers? Even your most recent ten videos of a comparable duration may be compared for retention.
- Likes (versus dislikes): Please use some quick input on how viewers typically feel about your videos.
- End screen element click rate: How many times did an audience of one of your videos click on a link that was included in the end screen?
- Top tagged products: This is a reference to content creators that advertise products and tag them in their videos. This measure will record which products received the greatest interaction.
The Audience tab gives details about your audience. The number of subscribers you have, the proportion of new and returning viewers, as well as the number of unique viewers, are a few examples.
You’ll also find metrics on:
- The Videos growing your audience: This metric tracks your audience’s activity throughout your channel and records any new viewers you’ve acquired over the last 90 days across all devices.
- When your viewers are on YouTube: This is based on the fact that YouTube as a whole and your audience have been engaging with one another. Over the past 28 days, this data has been monitored across all devices.
- Subscriber bell notifications: The track of subscribers who really get alerts from your channel is monitored (instead of having them blocked because of YouTube or device settings).
- Watch time from subscribers: This metric distinguishes between the watch time of subscribers and non-subscribers.
- Age and gender: Identify the target audience for your videos. All viewers who have signed up are tracked by age and gender across all devices.
- Other channels your audience watches: This metric keeps track of the other channels your audience has engaged with during the last 28 days.
- Other videos your audience watched: This metric tracks other videos that your audience has seen in the past seven days.
- Top geographies: this will let you tell which regions of the globe are seeing the most play on your videos.
- Top subtitle/CC languages: will reveal how many people in your audience use CC or subtitles.
Only creators who are enrolled in the YouTube Partner Program have access to the Revenue tab. This tab tracks your YouTube earnings and calculates measures like your expected revenue, RPM (revenue per mile), and playback-based CPM (cost per mile).
There is also data on:
- Monthly estimated revenue: Based on your activities over the past six months, calculate the revenue for your channel.
- Revenue sources: tracks the sources of your YouTube revenue (i.e., affiliate marketing, product placement, etc.).
- Transaction revenue: Your net revenue is estimated for you using this metric. You get your YouTube channel’s net earnings by taking your gross revenue, taking out all commercials, Super Chat, premium content, and refunds, and then subtracting that amount.
- Top-earning videos: You’ve earned the most revenue in a particular time frame from these videos.
- Ad types: This will detail the purchase platform you used and the ad types you used. Note that this metric only accounts for impressions and revenue from YouTube ads.
You can see what your audience is searching for on YouTube using the Research tab. It’s almost like getting a glimpse into the minds of your audience.
You’ll find data like:
- Searches across YouTube: shows the most popular search topics among all YouTube users during the last 28 days.
- Your viewer’s searches: reveals the keywords and subjects that members of your audience (and viewers of channels like yours) have been looking for on YouTube over the last 28 days.
Best YouTube analytics tools
Of course, the dashboard that comes with YouTube Analytics isn’t the only data source you have access to.
You can understand YouTube better by using these other third-party websites and tools:
- Social Blade: Use Social Blade to get some insight into how other channels are doing and compare them to your own if you’ve ever wondered about your rivals, possible business partners, or role models on YouTube.
- VidIQ: This Chrome extension shows a scorecard next to the YouTube video you’re watching, providing comprehensive information at a glance to assist you as you navigate the site.
- Google Analytics: This is a powerful analytics tool that offers a wealth of information about your audience. It tracks and examines the traffic to your channel and other websites that have embedded YouTube videos. Google Analytics provides you with more in-depth information on how users find you and how interesting they find your content on YouTube and your other websites.
How to analyze YouTube videos
1. Understand watch time
There is no arguing that views are an important metric for assessing a YouTube video’s performance.
Views are a measure of performance, but they won’t provide you with enough information to significantly enhance your YouTube videos, and YouTube doesn’t place much value on them given the popularity of clickbait strategies that artificially inflate view counts.
Instead, watch time, a more significant metric that is important to pleasing YouTube’s algorithm should be examined alongside views.
Watch time, or the projected total minutes spent watching your content, is more important from YouTube’s standpoint than a raw view. This is made evident by the redesigned Analytics dashboard, which includes an entire area devoted to this new, more insightful video performance metric.
If you find that your viewers aren’t sticking around for very long, think about starting again and making more interesting videos for them. You may also need to spend time on better video editing software or top-notch mobile video editing software to give your videos a little additional shine.
However, as we’ll discuss further down in this piece, watch time and views are really only helpful indications when compared to other data that may help you increase the discoverability and quality of your content.
2. Keep an eye on your real-time report
To exclude spammy and low-quality views from the total, YouTube verifies the view count. A two-day lag often exists between the number of views that YouTube publicly shows and those that appear on your dashboard.
To gauge the early reach of your videos, it is crucial to use the real-time report for your channel. This report shows you the expected number of views for your channel as a whole and past videos over the past 48 and 60 minutes.
Not only is YouTube’s real-time report fascinating to see when you publish a new video or advertise it via one of your owned or sponsored channels.
You may find spikes in views that indicate someone has shared your video with a new audience on Reddit or another social network by keeping an eye on this page in the Analytics dashboard.
By interacting with the poster, thread, or publication at these times, you may keep the momentum going and get additional views for your video before it fizzles out.
3. Identify your traffic sources
Finding out the specific origin of your viewers is important when measuring the reach of your video.
On the Traffic Sources tab of your YouTube Analytics panel, a different graph showing multiple traffic sources and the overall quantity per source is shown. This indicates the methods used by your viewers to locate your videos.
With the help of this report, you can determine which source of traffic is best for your channel as a whole and for each video you make.
Don’t only focus on the quality of the views they’re producing; not all sources will provide you with traffic of the same number.
You may start implementing strategies to better optimize your video or future material to appear for the keywords people could use to find your content, for instance, if your video is receiving high-quality views through YouTube search.
Use this view to determine which traffic sources are important to your video marketing plan and which sources need improvement.
4. Determine your audience demographics
Visit the Audience page of your YouTube statistics to get a better understanding of your audience. Using factors like age, gender, locality, device, and more, these interactive graphs let you see who is watching your videos.
A chunk of your potential buyers that you couldn’t reach via traditional search engines will almost surely see your ecommerce product videos. Reviewing the gender and age of the viewers of your videos may provide new insights on which to base future product videos.
The differences in their video audience’s location between geographies are not especially bothersome to many companies. A viewer is a viewer.
However, as an ecommerce business, if you want to reach them with targeted adverts or content, the location of your potential customers may be very important to you as an online retailer.
By choosing a specific nation, a new age and gender graph for that nation will appear, allowing you to explore the geographic facts further. If you discover any geographic patterns with this data, you may produce location-specific videos in the future.
5. Track your subscriber rate
In an ecommerce context, YouTube subscribers may be current or potential customers who are interested in your products or a particular kind of content.
Therefore, it’s important to keep an eye on changes in your subscriber base. This will enable you to comprehend the whole audience reach of your YouTube content as a whole, as opposed to just one particular video, and how each video affects the number of subscribers you have or lose.
It should go without saying that the more subscribers you have, the more people will have access to your channel’s video content through the YouTube homepage’s subscription stream. Consequently, your products and brand will get greater exposure.
Gaining subscribers may be greatly aided by using calls to action in the form of YouTube cards or a pitch that you film as part of your video.
You may determine your subscriber ratio for a video in addition to your subscriber rate by dividing the number of views by the net subscriber gain. Consider spending extra time (or money) advertising a video if it does exceptionally well in terms of gaining subscribers.
6. Study social shares
Your videos may get a lot of exposure on social media. It’s wise to keep track of who and how your content is being shared.
You may view the total number of shares you have obtained over time and across multiple platforms, such as social networks and messaging services, in YouTube Channel Analytics.
To increase the efficacy of sharing, particularly if your audience is already sharing your videos, take measures to integrate your video content into your social media strategy.
7. Monitor comments
An important aspect of audience engagement is commenting. Keeping track of who is leaving comments and what they are saying may help you enhance engagement for that video or other content, or even help you turn viewers into paying customers.
You can view the frequency and dates of your comments by selecting the Comments tab in the YouTube Analytics section. There is also a section that shows the total number of comments you have left on each video.
Even if these figures are intriguing, the Community section may also help you take advantage of chances to interact with your audience and get useful feedback.
Look for chances to:
- Highlight any products or services you sell.
- Delight your viewers with insight or an amusing remark.
- Direct viewers to other related content or resources you’ve created.
It’s important to present your brand as engaging and interesting. To provide constructive feedback, respond to comments on your video. Additionally, by doing this, you’ll get more comments overall, which shows viewers that a video is interesting.
To point your audience to relevant sections of your website, you may even tack one of your comments to the top.
8. Check your likes and dislikes
Likes and dislikes exemplify viewer feedback on your videos.
You may track viewer responses to certain videos over time in the Channel Content tab. Even though you should be aware of your dislikes since you want to reduce them, dislikes are important and should be weighed against the number of likes you’ve received.
If your videos are getting a lot of dislikes, ask yourself the following questions:
- Are you reaching the wrong audience?
- Are people simply disagreeing with what you’re saying?
- Do you need to improve your production quality or delivery?
- Did your video fail to deliver on what was promised in the title?
To know what improvements you may make moving forward, you can often uncover the cause of an unusually high number of dislikes in the comments.
Measure channel performance, grow your YouTube presence
You shouldn’t overlook data as a marketer or creative. Otherwise, you’re always shooting in the dark and unsure of whether you’re approaching or eclipsing your target.
Do you use any additional YouTube analytics techniques to gauge your strategy? What have you discovered to be effective while producing and marketing your YouTube content? In the comments section below, please share your advice and tips.
YouTube analytics FAQ
By logging into YouTube Studio and selecting the Analytics tab from the left sidebar, you may view YouTube analytics. A YouTube analytics tool like Social Blade is another option.
Yes. You may use Google Analytics or YouTube Studio to examine YouTube analytics and the general performance of your channel for free.
Both people who visit your website via YouTube and those who do so may be tracked by Google Analytics.
1. Head to the YouTube Studio.
2. Select Analytics from the left menu.
3. Find the report you want to download.
4. Click “See More.”
5. Adjust the report to your liking.
6. At the top, select Export current view.
7. Choose your file format.