Marketing

YouTube Analytics: A Step-by-Step Guide

How familiar are you with YouTube analytics? Many SMM managers know analytics on other platforms much better than YouTube. This step-by-step guide will introduce you to the latest YouTube analytics.

In this article, we’ll walk you step by step through setting up YouTube analytics and show you what you can learn from it. And most importantly, how to use this information to improve your channel in the future.

Who can access YouTube Analytics?

Everything. All channels can create and view content and all channels can access YouTube analytics features. But you can always turn off analytics for certain people managing your channel.

How to access your YouTube Analytics

You can get into YouTube Analytics in two ways:

  1. Access through Studio. Click on your YouTube profile picture in the upper right corner – a drop-down menu will appear. The third item will be “YouTube Studio”. Once in the studio, you will see a navigation menu on the left and analytics in it. Click on it and you will be taken to your analytics section.
  2. Access through individual videos. You can access your analytics through each of your videos. When you watch a video on your channel, you will see a blue Analytics tab under the Share or Save section. Clicking on this tab takes you directly to analytics.

What you can learn with YouTube Analytics

YouTube analytics can tell a lot about what’s going on in your channel and how you can optimize it further. Let’s talk about each tab.

Channel overview. The overview page will quickly show you the most important key metrics. You will see how many views your channel has received over a certain period of time. By default, this is the last 28 days, but you can customize this for yourself.

You can also see the most popular video, the number of subscribers and views you have received in the last 48 hours, the most popular videos for a set period depending on the length of the view and the number of views.

The overview will not give you anything that you will not find on other tabs – inside the tabs the information will be more detailed. But it’s a good way to keep track of your metrics from day to day.

Coverage. In the reach tab, you’ll see how many people you’ve reached, how many of those people are viewing or clicking on your videos, and where they came from. You will also see where your traffic is coming from and a funnel showing how many impressions turned into views and how long those views lasted.

See how many people are watching your video. Estimate the total and percentage. This will show you how effective your video titles and thumbnails are to grab attention and increase clicks. If your CTR is low, it means that you are poorly optimizing your content.

See which traffic sources are performing well. This is where you see where your best traffic is coming from. Direct traffic means they come from links, and channel pages means they found you through your page. You can also see if other YouTube features (like “featured videos” or search) have played a key role in driving traffic. Use this information to expand your reach by focusing more on the most effective sources, and optimize your videos to improve performance in other areas.

For example, you might find that creating a playlist will help you get more intended traffic, for example, from YouTube, or that you may need to use more keywords in your video titles in order to be linked to relevant content.

Experience realistic coverage with unique viewers. You can have 500 views of your content, but only 400 unique viewers. This means that 100 views came from users who have already watched other content from you within the specified time period. While you really want additional views, know that your true reach is judged as a “unique” viewer.

Interaction Tab YouTube Analytics will tell you how users interact with your videos when they find them. The data you find here can tell you how effective your videos are at grabbing users’ attention and potentially driving action on the platform.

Here you can see how long viewers have been watching your videos and the average length of time. See which videos get the highest views and which videos get the most end-screen views. You can also see which types of end screens are driving more clicks.

There are several ways to use this information:

  • See which videos are engaging users and which videos have the most viewer retention time because it shows quality, interest, and relevance. Find your most popular videos and see trends. Is it a specific type of content, like tutorials or some niche subject? Use this information to optimize your channel.
  • Determine what type of screensaver is most effective for achieving results. There are various types of tips and end screens that you can add to your YouTube videos to get results outside of the platform. See which ones are attracting clicks and actions.
  • See which videos are most effective for getting results. Certain videos will naturally work well with users who come for certain keywords. These videos should have a lot of results. If not, watch the videos and potential placements to see what can be improved.

We also offer you to get acquainted with the most outstanding trends in the field of video advertising.

Audience. Here’s everything you need to know about your audience, including:

  • How many views per session they make
  • Your total number of followers
  • Unique viewers

You will also see when your audience is online, what else they watched, where they live, their age and gender, and their main languages.

The best way to use this information is to tailor the content to your audience. You may find that you are attracting a very different audience than you expected. This may be evidenced by your age and gender demographics, and the Other Videos section that highlights their common interests.

Consider offering niche content built for your most interested audience.

Income. This tab is only for accounts that have ads enabled in their videos and are trying to monetize them accordingly. We do recommend that most brands that offer information to their followers to build relationships do not include ads. You don’t want there to be any potential barrier of entry to keep viewers from watching. That being said, if your focus is on creating content that drives revenue in and of itself, this tab is worth checking out.

Here, you can see everything you need to know about estimated income, including the highest earning videos, the types of ads that appear in your content, and your sources of income.

The best way to use this information is to look at which videos are generating the most revenue and find out what might attract users to them. For example, it might be a popular topic, or you might have a well-ranked playlist.

What is YouTube Analytics Advanced Mode?

When you look at your YouTube analytics, you will notice that there is an “Advanced Mode” option in the upper right corner.

This allows you to view analytics in a different way, but it’s still the same information. If you have a huge library of content and want to search using filters or compare data such as device types, this might help. Otherwise, you’re probably better off sticking with the standard analytics tab.

What’s next?

YouTube is part of Google, so it’s no surprise that Google just announced the expansion of its Data-Driven Attribution (DDA) tools on YouTube. These tools (also known as “search attribution tools”) help marketers see how Google Ad views are driving users closer to conversions.

When you start showing ads on YouTube, it can be very helpful as you can see conversion growth rates that will shed light on your customer’s purchase journey. DDA features for YouTube are currently in beta, but we hope to learn more about it soon.

YouTube analytics are extremely detailed, giving marketers and brands a wealth of insight into what’s happening on their channel. You can see how many people have been viewing your content, how long they have been viewing it, and even where some of those views came from.

All of this information can be used to adjust your campaigns and platform content to be successful. Find what works and optimize!