YouTube Analytics to Optimize Digital Marketing
“Good marketing makes the company look smart. Great marketing makes the customer feel smart.” – Joe Chernov
With all the social media tools out there, choosing the right one for your business can be time-consuming and overwhelming. But in doing video content marketing, YouTube is surely the one of the best platform, out of all of them.
YouTube analytics is a system for monitoring and analyzing activities performed by users on a YouTube channel and on its videos. With YouTube analytics, you can monitor the performance of the channel and the videos by way of up-to-date metrics and reports on different aspects such as viewing time, traffic sources, or demographic data.
From what’s keeping people glued to your videos to your top-performing content, your YouTube analytics represent a goldmine of valuable information. While YouTube’s numerous metrics might seem a bit overwhelming at a glance, we’re going to break some of them down for you.
Overview & Realtime Report
The overview report is a high level summary of your content’s most recent performance on YouTube. Think of it as YouTube’s version of the Google analytics homepage. The overview report quickly tells whether or not your numbers are up or down. While, YouTube’s realtime report shows you an estimate of view data for your last 25 videos.
Earnings & Ad Rates Report
The ad rates report determines how different ad types are performing over time compared to one another. Earnings is the total estimated earnings (net revenue) from all Google sold advertising sources as well as from non-advertising sources for the selected date range and region. YouTube notes that estimated revenue in YouTube analytics may not be identical to finalized payments due to final adjustments during the payout period
Watch Time Report
The watch time report aggregates data from all view sources to create a comprehensive look at how long people are watching your videos. These sources include the YouTube homepage, the platform’s embedded player and the mobile YouTube app.
Audience Retention Report
This helps you understand whether or not your viewers are sticking to your videos. Based on these metrics and percentages, you can start to look for common threads among your top-performing content. On the flip side, you might spot a correlation between videos with lower retention.
Traffic Sources Report
Another key report to keep an eye on is the traffic sources report. It shows the sites and YouTube features that viewers used to find your content. Understanding whether viewers are searching directly on YouTube, clicking suggested videos thumbnails or following links from social networks lets you know if your optimization and promotion strategies are paying off.
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