The successful creators on YouTube are known to be very particular about their video performances and audience insights. As this analytic information lends support to them for understanding audience & their preferences besides managing the whole channels properly.
It is essential for YouTube creators to know how to use YouTube analytics in order to compare, quantify and determine what works and what fails on the platform.
This ropes in more opportunity to add value to the channel and its subscribers thereby improving its viewership, engagement and other added benefits.
In this blog, we will discuss how to use YouTube analytics and its metrics to improve existing channels as well as know the important parameters on the beta creator studio.
How to use YouTube Analytics?
Well, brand marketers are the most benefited from the complete study of how to use YouTube analytics along with understanding the value added by the major metrics available under the creator studio menu.
As YouTube in connection with Google is the primary choice of the search engine over any other video hosting site, it is a complete ocean of opportunity & audience for brands. The YouTube algorithm is in sync with the Google accounts that makes optimization finer and as google searches show YouTube content at top it helps generate organic traffic.
There are just a few steps to reach the parameters and begin using analytics to understand how to use YouTube analytics for an improved channel.
- Log on to the YouTube channel
- Select the profile icon on the top right corner of the screen
- Click on Creator Studio that lies next to the cogwheel icon of the settings option
- It will open the Creator Studio Dashboard with the basic parameters like views, subscribers, watch time and estimated revenue on the page
- On the left side of this page, there will be a list of option on the menu, select Analytics to further learn about how to use YouTube analytics.
Overview of YouTube Analytics Homepage
The analytics page has a header with drop-down menus that consist of options which will take creators towards the desired metrics for more details & data. The time period for examining the data insights can be adjusted here as per needs. Usually, the data obtained is of 28 days by default that can be changed as and when required by the admin.
The demography and the locations can be set according to the insights of the area to be evaluated for better performance. Channel host can add numbers to the information as well by exporting data in the form of excel sheets or CSV files by clicking on the Export Report option at top right corner.
There is a question mark icon in grey available for users who want to know more about any specific function of the page or learn how to use YouTube analytics in depth.
Metrics on analytics page can be categorised into three main report subjects namely the watch time reports, interaction reports and revenue reports. These reports provide detailed information about how the channel is performing on all these aspects that later helps build better videos for beneficial outcomes.
Brief Details of Reports to Understand YouTube Analytics
#1 Watch time Reports
This report consists of information and data related to individual videos on the channel and the engagement from YouTube’s mobile applications.
As we learn how to use YouTube analytics, understanding each aspect of watch time reports is important in designing full-proof video marketing strategies. It shows the stats like where do the views come from, the time spent by the audience, what device they are using etc. to provide creators with an elaborate idea on areas of focus to get most out of the videos they are launching.
a. Views & Watch time
A video watched for 30 seconds and more earns one view for the YouTube video released on the channel. The statistics involving the views and watch time are mostly interdependent. It can be further explained through this simple formula i.e.
Watch time / views = Average View Duration
This is one of the most important metrics to know the amount of time the audience spends on watching your videos on the channel. The number is per-video based that will give an appropriate idea about the average watching time which in turn will let the YouTube algorithms detect that your videos are capable of retaining viewers.
It will rank the video under the suggestions and recommendation section due to its high retention capability besides making it available on a top search position.
b. Audience Retention
It basically provides detailed data regarding the viewer engagement on the video over time. The tab will showcase the view duration, best performing videos on the channel besides insights related to how the videos are doing against the other videos on similar category. The retention value is presented in the form of a percentage i.e. if the video duration is 2 minutes and audiences have watched it for 1 minute on average it displays 50% audience retention data.
Audience Retention is one of the most important topics while we know how to use YouTube analytics as audience is key in digital marketing spaces. There are two types of retention insights available under this category and they are:
- Absolute Audience Retention
This is the insight that displays a graph informing about the most engaging part of the individual video and which part of it had people ending the watch.
With high performing videos, spikes on the graph display where the engagement & retention was maximum. These highlighted areas of a video give a better idea on what content works with the viewers thus, guiding content creation for the channel.
Whereas on a low performing video, the graphical data presentation allows creators to realize the points where viewers tend to stop watching. The video can be adjusted according to the same data.
It is believed that the first 15 second of any video matters the most in keeping the audience intact hence, providing a short & crisp intro along with engaging creatives may grab more attention.
- Relative Audience Retention
This basically compares the channel’s video to other videos of different channels on the basis of the duration. It is generic yet provides an idea about how the videos of the same length perform on it.
Social media marketing depends majorly on this parameter that allows marketers to understand the background, ethnicity, relatability areas of the audience. Everyone is on YouTube but their interests vary as diversity is a big factor here.
With demographics metrics, one can note details about who is watching their videos. Basically the audience age, gender, geographical location, jobs types, passion and topics of interest.
This not just helps brands locate their target audience but also explore newer markets around for their business. The power of demography can assist creators in tuning their content accordingly so as to achieve complete success as video makers on the platform and of course as brand marketers. It helps increase subscribers, attain more views, reach right markets and tap into potential viewer spaces.
d. Playback Locations
Often we find YouTube videos making appearances on our Facebook, Instagram and other social media accounts. These are the places outside YouTube where the video is embedded, shared and watched. With Playback locations parameter, admin can trace where else the video is placed online.
One can know the various sources of views and traffic beside getting complete data regarding audience’s watching habits and browsing system for better planning on ad spend.
To check the places where the video is watched beyond the YouTube channel you can click below the graph representation on the option Embedded in external websites and apps for the insights.
This metrics allows content creators to design much engaging content with appropriate optimization.
e. Traffic Sources
If you are looking to find a way to know how people end up with your video, then this is the exact metrics to go with on analytics.
Did someone search through a keyword? Is your video gaining views under any YouTuber’s playlist? How is it visible to viewers?
All these questions get answered with the insights available here. One can scroll through options below the graph and click on the individual option to know the information precisely.
While it is necessary to know how to use YouTube analytics it is equally important to get a sense of the channel’s reach and engagement rates. Traffic sources metrics allow users to completely analyse and examine the same.
Many marketers might not be aware of this very minute metrics that determine on what device their YouTube videos are mostly played on.
Devices are key element these days as video formats change with each device. For example, people who tend to watch YouTube videos on desktops are more likely to make more online purchasing while people who scroll their smartphone are mostly on transit and require bite-size videos.
Gaining knowledge on various devices simplifies our study on how to use YouTube analytics. It does have an impact on the revenues and the required adjustments can be done to meet the conversion targets as well.
Creating different sized, formatted videos for a separate electronic device is surely a great way to keep the audiences engaged and feel valued.
#2 Interaction Reports
Just as the name suggests these metrics are basically indicators of audience interactions on the YouTube videos. This list includes the sentiment analysis of the video i.e. likes and dislikes, comment section, subscribers & sharing. These parameters provide data to backup viewer relationships and promote engagements too.
It mostly informs users about their number of followers and is subdivided into 3 main parts that are subscribers, subscribers gained, subscribers lost for a period of a set duration.
- Subscribers: the total count of subscribers gained and retained on the channel for the selected time period.
- Subscriber gained: Total number of people who subscribed during the selected time. These might have unsubscribed shortly after that time.
- Subscriber lost: total dip in the number of subscribers for the mentioned time.
The subscriber count can be a very artificially constructed or a self-made metrics that is it can have paid followers and might not be organic but more the subscribers on the channel more credible & trustworthy it appears.
b. Likes and Dislikes
This metrics can be grouped as another vanity metrics along with comments & subscriber count because again it is people expressing themselves with just a click.
Who would want a dislike on their video but at times they exist and to know more about this one must go through the comments for a clearer picture.
However, marketers can’t ignore the fact that more the likes more the YouTube ranking for the video and better is the SEO performance.
As mentioned earlier it is based on individual preference, idea and personality. This parameter will display the number of comments on the video but not the exact comments received on it.
When a video has a huge number of likes and dislikes then one can prefer to go through the comments to know what is leading to such huge interactions.
Users can communicate and reply on specific comments for more engagements & relationship building with the audiences.
It shows how many times the video was shared on other platforms online along with details regarding the device, source, date and geographical location.
Shares are definitely important as they indicate towards the convincing ability and engaging power of the video on the platform. When people not just like, subscribe but also put efforts in sharing it ahead for more viewers sets the example.
The share count is mostly dependent on how many times people clicked on the share button to carry out the activity. This improves YouTube ranking and builds better SEO.
#3 Revenue Reports
If you have over 1000 subscribers and more than 4000 hours of streaming videos on the platform, then you can access or use this analytics parameter.
YouTube changed rules in 2018 to put emphasize on the best of the channels serious for monetizing their video content and not just anyone who wants to make money online.
The parameter not just provides data related to the origination of major monetization streams for the channel but also detailed report on the income made within the stipulated time frame.
There are few popular ways these channels earn money and that includes the paid ads from other companies on your videos, the self-paid ads on YouTube, income channels like Super Chat, Premium and channel membership revenues.
The revenue parameter has two mains statistics that can be tracked. They are:
- Estimated Revenue: it indicates the total income from the ads sold by Google.
- Estimated Ad Revenue: displays income from AdSense and DoubleClick ads only.
As you read below the revenue graph there will be a list of videos that are generating revenue for the channel. By default, the list begins with the video that has biggest earnings. The graphs representation lets you know the days, time and ways where videos made most income thereby assisting in designing the release accordingly. However our research on how to use YouTube analytics does not end with this but new updates, additions to existing parameters are on their way to make it more convenient & accessible for creators to monetize them.
The detailed reports provide a complete idea about the trends and patterns in which the monetized videos made an impact. Moreover, it also displays the entire history of revenue gains and trends of successful videos on the channel.
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