YouTube Analytics

Who’s watching your YouTube videos? Do you know which videos are performing best? You can find the answers to these questions and more through YouTube Analytics! Discovering your most important metrics and what they mean, as well as how to use them to create better videos is imperative.


Module Outline and Objectives:

  • Why you should be paying attention to YouTube

  • What metrics you should prioritize, and why

  • How to interpret the sections of YouTube Analytics

  • The difference between video and channel Analytics (this is huge)

Why should you utilize YouTube?

In order to understand the dynamics of YouTube video and how meaningful your analytics are, you need to understand how meaningful YouTube videos are to the world.

YouTube is the second largest search engine in the world, so if you’re not using it to its full capacity, you are mission out.

Here are the stats to prove that:

  • Total number of active monthly YouTube users is over 2 billion

  • Total number of active daily YouTube users is over 30 million

  • There are over 5+billion videos shared to YouTube

  • The number of videos watched per day on YouTube is 5 billion

    • Yes, there are 5 billion videos and 5 billion being watched a day. More on this later…

  • Over 300 hours of video are uploaded every minute

  • Over 1/3 of the entire internet uses YouTube

Do those numbers convince you? If so, checkout the full YouTube overview to get started with your own YouTube channel.

Leveraging the Power of YouTube Analytics

After creating high-quality video that is fully optimized, you need to understand how to use YouTube analytics to monitor your progress and make adjustments.

Tracking which are being watched, where they are being found and how much engagement they are getting is just as important as seeing the opposite.

The majority of your views, outside of your current subscribers, will come from the “related videos” sidebar.

To view your analytics, log in to your YouTube channel, click your profile image and select YouTube Studio. Alternatively, you can navigate directly to the YouTube Studio.

On the left hand side, click Analytics.

You will then be redirected to your Analytics Dashboard which will show your total views, watch time and subscribers based on the date rate in the top-right hand corner.

  • Views: This metric measures the number of people who have clicked on your video link and watched your videos. It does not show whether they watched the whole video or clicked out.

  • Watch time: This metric adds up the total number of minutes (total watch time) users have spent watching the video on your channel. This shows the total amount, not the breakdown per video.

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In the bottom-left corner YouTube will show you your Top videos based on watch time. Next to that section is your Realtime activity, which updates live.

Clicking on any video will give you more in-depth stats.

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Breaking Down the Major Sections

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Reach Viewers

The Reach viewers tab shows you your channel’s overall reach. The main graph shows how many people saw an impression of your videos across YouTube, and how many people then clicked through to watch your videos.

In this tab you’ll also see reports for:

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  • Traffic source types: Where viewers found your videos on YouTube

  • Top external sources: Traffic from websites and apps that have your YouTube video embedded or linked to

  • Impressions and how they led to watch time: How many people saw your video on YouTube and who then went on to watch the video

  • Top YouTube search terms: Search terms that led viewers to your videos

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Interest Viewers

The Interest viewers tab shows you what your viewers are watching. The main graph shows you the total number of watch minutes, and on average, how long viewers spent watching one of your videos.

In this tab you’ll also see cards for:

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  • Top videos and playlists: Your videos and playlists with the most watch time over the last 28 days

  • Top cards and end screens: Your top cards and end screens

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Build an audience

The Build an audience tab shows you who’s watching your videos. The main graph shows your unique viewers, the average number of videos watched per viewer and your subscriber growth or decline.

In this tab you’ll also see reports for:

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  • Top countries: Your content's audience by country. Data is based on IP address

  • Top subtitle/CC languages: Your channel's audience by subtitled language. Data is based on usage of subtitles/CC

  • Gender: Your content's audience by gender. Data is based on logged-in viewers across all devices

  • Age: Your content's audience by age. Data is based on logged-in viewers across all devices

Note that you may only be able to see Demographics data for a subset of your viewers, and the data may not represent the overall composition of your traffic.

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Earn revenue

This tab is only available to creators in the YouTube Partner Program.

The Earn revenue tab helps you track your earnings on YouTube. The main graph shows how much you’re estimated to earn, the number of videos that are monetized, and your estimated average gross revenue per thousand plays.

In this tab you’ll also see reports for:

  • Monthly estimated revenue: How much your channel has earned in the last six months. For ongoing months and months without finalized payments, revenue is estimated and subject to change.

  • Top-earning videos: Videos with the highest estimated revenue for the time period

  • Revenue sources: How you’re making money with YouTube

  • Ad types: The format of the ad and its buying platform. This breakdown is only available for YouTube ad revenue and impression-based metrics


The difference between Google and YouTube analytics:

YouTube Analytics shows data on your YouTube videos, Google Analytics shows data on your YouTube channel. Find the details on Step 2 of the YouTube Ads module.

In Conclusion

Creating optimized videos are your first step when taking advantage of the robust capabilities of YouTube. Placing a budget behind YouTube Ads will get your videos seen by more people when set up correctly. The final piece of the puzzle is knowing the analytics of your videos in order to create more engaging content that will resonate with your audience.

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