However, if you want to use YouTube videos to drive traffic and revenue, you need to deep into the data.
How do you know whether your video has impacted your business?
Through the effective use of YouTube analytics!
In the next few sections, I’ll explain what it is all about, how to access it, what metrics you need to track, and how to leverage this information for better ROI.
What Are YouTube Analytics?
YouTube analytics is the native analytics platform on the site, providing access to vital metrics about video performance including watch time, viewer demographics, traffic sources, impressions, and more.
What is the point of all this information?
This data is here to help you understand what type of content your audience is interested in so you can improve your YouTube strategy.
If you hate wading through data, you’ll be happy to know YouTube analytics is pretty straightforward.
Instead of overwhelming yourself with a ton of information, you can choose to focus on the data that matters most to your brand.
Why Are YouTube Analytics Important?
Simply put, knowing about your YouTube videos’ performance levels is vital to understanding how effective your efforts have been. When you know that, you can create more of the content your viewers love.
With these and more questions in mind, it is easier to view the metrics you need.
Here are the seven most essential metrics in YouTube Analytics:
top video by end screen
We’ll explore each metric, including what insights they offer, below.
When creating a video, you need to know who you’re targeting—and who’s watching.
YouTube’s demographics data reveals details like the top countries and cities your viewers are watching from, viewers’ ages and genders, the times and days they most often watch videos, and more.
If you have many viewers from a particular country or city, and your brand allows for this, you could tailor content to those locations.
If you’re advertising a local product, but your videos aren’t generally being viewed locally, it may be time to investigate your keywords.
Age and Gender
Knowing who your audience is can help you create relevant and appropriate content. After all, you wouldn’t want to produce R-rated content if your viewers are typically 13-17!
Furthermore, the times and days viewers are on YouTube provides insights into when you should publish new videos.
If you run YouTube ads, having demographics information can also improve your ability to target content accordingly.
Finally, you can compare your demographics data to your buyer persona.
Do they match?
If so, great! If not, will you change your buyer persona or your content?
2. Traffic Source Types
Traffic source types indicate where viewers find your videos, such as YouTube search, Suggested videos, Channel pages, direct visits, views from external sources, and others.
In addition, you’ll see how viewers from each source behave.
These metrics provide information about the sources responsible for your video views. For example, you might find your blog drives a ton of traffic to YouTube, which means you may want to embed more videos in blog posts.
For more details about how people found you, you can click on each source. For instance, clicking on “YouTube search” will show you what keywords led users to your videos.
You can also see which sources contributed little to your views and try to figure out how to boost those areas.
Or, a small number of views from Suggested videos might indicate you need to engage your audience better. Higher engagement means YouTube may see your videos as valuable and suggest them to people viewing similar content.
There are even more insights to uncover once you dig into the data.
YouTube’s algorithm uses this metric to help it understand your content’s quality. This means a long watch time improves your chances of showing up as suggested videos and on search pages.
You can analyze each video’s watch time and compare it to the video’s length.
What types of videos have high watch times? What types have low watch times? Why do you think that is?
Considering the differences between videos with high and low watch times can help you create better content in the future.
You should also examine videos with a high watch time at a particular time of year. This could be a seasonal video—and if it did well, consider creating a similar video next year.
When a viewer clicks the “Subscribe” button, they’re confirming their interest in your content. They’re then more likely to see when you post new videos—and watch them.
YouTube Analytics displays the number of subscribers you’ve gained and lost during a given period.
You’ll also see which videos contributed to your subscribers count.
Which videos are responsible for a high number of subscribers gained? Which ones are responsible for subscribers lost?
Analyzing these changes can help you improve the content you create. For example, if longer videos tend to drive more subscribers, then you should focus on longer videos
You can also view subscription sources, which tells you where subscribers found your content.
There’s another way to understand what drives subscribers—comparing them with non-subscribers.
For example, you can compare these two audiences on metrics such as watch time, including the time spent viewing and what percentage of the video they watched.
Thirty seconds means something very different on a 45-second video than it does on a 45-minute video!
In the image above, there’s an anomaly. You see, non-subscribers are outnumbering subscribers significantly. This data indicates a need for further investigation—perhaps check their traffic sources.
5. Top Videos By End Screen
If you’ve ever watched YouTube, you know many videos end with images of other videos to watch. Those images are there to entice users to keep watching.
The metric related to this tells you which end screens accounted for the most clicks.
By clicking on “See More” in the engagement tab, you’ll see details such as end screen elements shown, end screen element clicks, and clicks per end screen element.
As a result, you can identify videos that keep viewers watching.
Why is a specific end screen more effective than another? Once you figure this out, apply the insights to other videos.
6. Top Cards
Card elements are interactive and allow you to promote other YouTube videos or links to your website. You can see an example in the image below—the “Suggested” bar is a card element.
Card element metrics show you details such as card clicks, cards shown, clicks per card, and more.
From these numbers, you’ll discover which cards were most effective at converting viewers.
Ask these questions:
What makes these cards effective?
Are cards more effective on some videos than others?
At what time are cards most effective in a video?
What makes some card teasers effective?
By diving deeper into these metrics, you can find answers to these critical questions.
YouTube ads are essential to revenue. However, to run YouTube ads, you need at least 1,000 subscribers and 4,000 hours of watch time. Focus on making great content using your metrics as a guide to get to these numbers.
You can see an example of an ad overlaying a YouTube video below.
If you’re running ads as part of the YouTube Partners Program already—or when you get to that point—the revenue section of analytics is crucial.
Here, you’ll find details such as your revenue sources, top-earning videos, ad types, monthly estimated revenue, YouTube Premium revenue, and more.
What are the top-earning videos? How are they different from the low earners?
You may get answers to these questions and more by diving deeply into revenue analytics.
That said, you don’t have to monetize your channel through ads—I don’t do this myself. Instead, I use YouTube for branding, education, and to drive traffic to other resources.