You can use YouTube analytics to measure the success of your YouTube marketing efforts. You can use them to monitor your progress towards specific goals like growing subscribers or increasing video views and to see what is working and which flops.
Marketers can track almost everything from the YouTube Studio dashboard, from YouTube channel analytics to real-time video metrics. Just because you can track it all doesn't mean you should. Especially if you don't know how to turn raw data into meaningful information.
Learn what makes a viewer a subscriber. Start discovering new opportunities, opportunities not missed. Tap the right YouTube metrics to understand what your audience values and how to retain them.
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How to use YouTube Analytics
Here's how to use YouTube Analytics on desktop and mobile.
How to see analytics on YouTube
1. Sign in to your YouTube account.
2. Click your profile icon in the upper right corner and select YouTube Studio.
3. In the Channel Dashboard, select the option Analytics from the left menu.
4. Switch between overview, reach, engagement, target group and sales.
5. Choose Advanced mode In the top right corner is a more detailed breakdown of the channel and video analytics.
To download a report in Advanced mode, click the down arrow in the upper right corner. Set your parameters, then choose Google Sheets or CSV File and click Download.
From Advanced modeyou can also click Compare with in the upper right corner. This is a great way to compare channel growth year on year, video versus video, or any other aspect.
How to See YouTube Analytics on Mobile
1. Open the YouTube app.
2. Tap your profile icon in the upper right corner. Tap YouTube Studio.
3. Download the YouTube Studio app.
4. Open YouTube Studio and log into your account.
5. On the dashboard under, click Analytics, click See more.
6. Switch between overview, sales, discovery, audience, interactive content and playlists.
YouTube metrics explained
You can measure almost anything with the YouTube analytics tools. However, it is not enough to just record numbers. We break down what each YouTube metric measures, why it's important, and how it fits your overall performance prospects.
YouTube channel metrics
Record all of your channel performance, identify average trends, and get an overview of what works best with these YouTube channel metrics.
Subscribers: The number of people who have subscribed to your YouTube channel. In the overview area of the YouTube analytics dashboard, you can see how many subscribers you have gained in a selected period. Hover over (or tap) the icon to see how that number compares to your typical subscriber growth.
Real-time views: The number of views your most recently published videos have received in the last 48 hours. This metric is a great way to track the performance of a YouTube Live or YouTube Premiere video, or a recently published video.
Top videos: A snapshot of your top performing videos based on views over time. Adjusting the time frame will help you identify your videos with the best performing ever. Or, opt for a shorter period of time to see if certain videos have reappeared.
Channel views: The number of times your channel was viewed. Hover over (or tap) the icon next to this metric to see how it compares to the average number of views your channel is receiving.
Channel watch time: The total time, in hours, that people spent watching videos on your channel over a period of time. You can also compare this value to your average time by hovering over or tapping on the icon.
Use YouTube audience metrics to understand who is watching your videos. Use these insights to educate your content and community management strategies.
Unique viewers: An estimate of the total number of people who have viewed your videos in a given time period. Unlike channel views, this metric doesn't include multiple views of the same person.
Average views per viewer: The average number of times a viewer has watched videos on your channel. This metric includes views of multiple videos as well as multiple views of the same video.
When your viewers are on YouTube: A bar graph that shows the days and times when most of your viewers are on the platform. Use this information to help schedule uploads at optimal times. If you have an active community tab, make sure that an administrator is available at this time to post and respond to comments.
Audience demographics: Take into account the age, gender, and location of your audience on YouTube. You can use this information to plan content aimed at viewers or create content for a segment that your current audience lacks. Also, be sure to check that viewers are using closed captions and what languages are used most so that you can customize them accordingly.
YouTube recognition metrics
How good is your YouTube SEO? Learn how people are discovering your videos on and off YouTube, and tailor your advertising, algorithm, and keyword usage accordingly.
Impressions and CTR: Every time someone sees the thumbnail for your video, an impression is recorded. Impressions click-through rate measures the percentage of people who clicked the thumbnail to view your video.
A high click-through rate is a good indication that your thumbnails and keywords are effective. However, you need to check the playback time and average viewing time stats to see if your video seals the deal.
Tip: Find similarities between high and low CTR videos. Do they have something in common?
Traffic sources: See where and how people find your videos. YouTube traffic sources include search, browse, playlists, and suggested videos, all of which are supported by the YouTube algorithm to varying degrees.
Other sources are Direct URL or External. Click on each source to view a breakdown and drill down further. If you expected more traffic, keep these tips in mind to promote your channel.
Tip: Check to see if people have viewed your video on YouTube or embedded it on a website. Go to the Range tab and click Advanced mode. Click there More Drop down menu under the date and select Playback locations.
Top YouTube search terms: Under Traffic Source: YouTube Search you can see the most important search terms that led people to your videos. This should give you a good indication of whether your SEO strategy is effective or needs tweaking in some areas. If a video is searched a lot, consider adding it to a playlist so other people can discover your related content.
YouTube video metrics
Whether it's a large production or a no-frills livestream, it's worth tracking individual YouTube video metrics. When you click on a video you land on a similar dashboard with the tabs "Overview", "Reach", "Engagement", "Audience" and "Revenue". Only all data refer to the video in question.
Views: The number of times your video has been viewed, including repeated views of the same person.
Video subscribers: The number of people who signed up after watching your video. This metric offers one of the strongest indications that your content is connected to viewers. On the other hand, you can also see the number of subscribers lost with a particular video.
Watch time: The accumulated time people spent viewing your video (or videos). click See more to see how that number changes over time. Has your watch time been constant since the video was released, or are there spikes that you can correlate to specific events?
Audience loyalty: See how far people have come through your video. The audience engagement report gives you an average view time. It also shows you where the views drop off. Do you notice a major slump? Watch your video to understand why people may have left a particular mark.
Tip: Retention always decreases gradually, so focus on sudden drops. If you see spikes, these indicate that viewers are re-viewing certain parts of your video.
YouTube engagement metrics
See how and what people are engaging with on your channel. On the desktop, you can find engagement metrics under engagement Tab. On the phone, tap Interactive content Tab.
preferences and dislikes: While they are often viewed as vanity metrics, likes and dislikes can give you an idea of what people thought of your video. When a video gets a lot of dislikes, take some time to read the comments and analyze people's feelings. Comments are another form of engagement and can be an invaluable source of qualitative data.
Tip: In the Time Monitoring diagram on the desktop, click See more to see how many times your video has been shared.
Map and end screen reports: Once you've added interactive content to your videos, these reports will give you an idea of the elements that work best. Look at yours Top cards and Top-end screen element types all in all. See the number of times people clicked a card or an end screen of a particular video Clicks per map displayed and CTR of the end screen element.
Here you can find definitions for certain map and end screen metrics.
Top playlists: See which playlists are in high rotation. Keep track of your most popular playlists, overall views, average viewing time, and viewing time. look at it The playlist will start and Playlist exit rate Further information on the engagement. To improve overall retention, YouTube suggests placing the videos with the highest retention in advance.
Tip: Add relevant popular videos from fellow creators to your playlists for better findability and retention. See which playlists your videos have been added to in Traffic Sources.
YouTube sales metrics
If your account is eligible for YouTube monetization features, you can track your earnings in the Earnings tab.
Estimated earnings: How much revenue your channel generated in a selected period. This number includes all forms of monetization, while Transaction Revenue estimates the net income from transactions for paid content like Super Chat.
Sources of income: A Breakdown of How Your Videos Make Money on YouTube.
Place video ads on YouTube? Many of the same rules and metrics apply. The Google Ads Center can help you unzip any format and understand how to track it.
Popular YouTube analytics tools
In addition to YouTube Studio, use these YouTube analytics tools to see how your channel is doing as part of your broader marketing efforts.
Add YouTube Analytics insights to your Hootsuite dashboard using the Channelview Insights app. With this integration, you can analyze the performance of your YouTube video and channel along with all of your other social media channels. You can also schedule automatic, regular reports.
The only thing Google and YouTube have in common aside from a parent company is that they are all about search and traffic. Set up YouTube tracking in Google Analytics to see in more detail how users reach your channel. Further information on the use of Google Analytics for social tracking can be found here.
Whenever you include links to your website, social media accounts, or specific products (and you should) make sure you are using UTM parameters. Add these short text codes to your URLs so you can keep track of where the traffic is coming from. You will get a fuller picture of how YouTube marketing relates to your overall social media goals.
Track when your brand or YouTube channel is mentioned on YouTube and beyond. With Mentionlytics you can monitor social conversations about your brand, products, competitors or keywords. Find out how people are reacting to your videos, add trending keywords to your video metadata, and identify influencers or partners who you may be able to work with on future projects.
Most people think of numbers when it comes to analytics, but Brandwatch helps improve the conversation, mood, and tone on YouTube, along with tons of other resources. With the Brandwatch integration, you can monitor how people talk about your YouTube content on social media – analysis that goes far beyond likes, dislikes, and manually sifting through comments.
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