YouTube analytics is a tool to measure the success of your videos and your YouTube channel. Digital marketers consider it an important part of your YouTube marketing strategy, as it allows you to track your progress towards achieving pre-decided goals. YouTube channel analytics can help you decipher what your audience values and how you can keep them engaged.
This article is a complete guide to tracking the right metrics provided by YouTube analytics, and using the information to create a comprehensive and successful content creation strategy.
YouTube analytics can broadly be classified into three categories:
- watch time reports
- revenue reports
- engagement reports
Watch time reports
- Watch time:
Watch time refers to the total time that viewers spend on your channel. If you watch a video for 30 seconds or more, only then will it earn a view. Since the watch time is referred to the total time spent on your channel, and not a particular video, you will have to divide the total watch time by the number of views, to get an average on the duration of views per video. Higher average view duration indicates that your audience is glued to your content.
- Audience retention:
Audience retention indicates the point to which your audience is watching your videos. It bifurcates into two tabs, absolute audience retention and relative audience retention.
Absolute audience retention points to the exact moment in the video, which has been the most watched, giving you a sense of what your audience wants to see. Relative audience retention, on the other hand, is mainly a comparison of your video to other videos with similar lengths on the platform.
By understanding the type of audience that watches your videos, i.e., age group, gender, location, etc., you have the information required to create niche content for this target group.
- Playback location:
Playback option gives you information about how people are being directed to your videos. For instance, it could be via your channel or through an embedded link elsewhere. This information helps you in managing your marketing alliances.
This tab shows you the devices and operating systems through which your audience is watching your videos. The report helps you decide the ideal duration of your videos. For example, if most of your users are watching your videos on their phone, they would prefer shorter videos.
This report informs you of the languages in which your viewers are opting to watch the video. It also highlights the number of people that opted for subtitles. Both these points help you decide the various languages your video should be available in. Accordingly, you can make up your mind about adding subtitles to each video.
The reports point out the number of people who subscribed to your channel, as well as the ones who unsubscribed from it. Since the number of subscribers helps increase the number of views and reach, this information is vital. The report can be traced over a period to note if any particular kind of content is impacting your subscriber count.
- Likes and dislikes:
The number of likes and dislikes can help you gauge your audience’s opinion of your content. It does not reflect on the quality of your videos, but merely the topic in a particular video. The report can help you alter your content strategy.
The total number of shares, as well as the number of shares on a single video, can be found here. You can also get insights on which platforms your subscribers are sharing your videos. While YouTube will calculate the shares based on the share button next to the video, the actual numbers will be much higher.
The report shares the number of times your video was added to a playlist. There are three data points under this report. Firstly, the number of times your video was added to a playlist. Secondly, the period during which the video was added to a playlist. Finally, the number of times your video was removed from a playlist.
You will have to be a YouTube partner to access the revenue reports. To begin with, for you to become a YouTube partner, you will have to fulfil two requirements. Firstly, your channel needs to reach 4000 hours of watch time in 12 months. Secondly, your channel should have 1000 subscribers.
Once you are a YouTube partner with access to revenue reports, you can see how much money you are making from the platform. The two main analytics available are revenue and ad rates. Under the revenue tab, you can see the estimated revenue during a selected period. From the ad rates tab, you can get detailed statistics on projected income via AdSense.
YouTube video analytics is an integral tool if you are looking to enhance your YouTube marketing strategy. It provides you with in-depth information about your channel, as well as on each video posted by you on your YouTube channel. It also empowers you to get the best results from the information shared.
Influencer marketing platforms such as Angel Amplifiers help you create quality content that can be enhanced using the data derived from YouTube analytics. The platform provides you with ready-to-use templates, as well as a vast content library, reducing your video production time. Angel Amplifiers mobile app can be downloaded from Google Play Store or iOS App Store.