The YouTube analytics page is curated to help you understand your YouTube channel better. It shows you what’s working well and what must go down the drain. Don’t be intimidated with the influx of data and numbers. We’ve made it super easy to find the needle in the haystack and laid down 7 key metrics you should measure on your YouTube analytics page. Apart from the obvious view count, subscribers, audience demographics, likes, comments and engagement rate, you should also measure the following metrics.
1. Watch Time
You can analyse how many minutes viewers spend watching each video on your analytics report. Videos with a higher watch rate show that your content is great and people want to watch it all the way until the end. Analytics ranks your videos with the highest watch time. You can use this information to club your best video together in a playlist and promote them more.
2. Average View Duration
This metric helps you pinpoint where exactly in the video your viewers dropped off. This helps you go back to your video to find out why people moved away at that particular time and tweak your content appropriately. The problem could have been an unclear sound, monotonous content or even something as subtle as a change in background.
3. Subscribers Lost
It’s not only important to keep a tab of the subscribers you’ve gained, but also of the subscribers you’ve lost. This metric tells you which one of your videos might have controversial, negative or monotonous content that could affect your image.
4. Impressions Click-Through Rate
An impression is when your video thumbnail is shown on a viewer’s YouTube homepage, search result, subscription feed, and in the “up next” section. When the viewer clicks on the video, then it’s measured as an impressions click-through rate. You can use this data to track whether your thumbnails and captions are working well.
5. Card Click-Through-Rate
Cards are slide-in panels that pop up on your video that link back to a website, one of your other YouTube videos or playlists. Uncover which cards your viewers click on the most. If your website card gets clicked on more than your merchandise card, you should promote the former more often. You can also experiment with which videos work best for different cards.
6. Unique Viewers
The Unique Viewers metric shows the total number of new people who have viewed your video. This metric doesn’t include repeat visitors who are coming back to replay your videos. If your unique views are lower than your subscriber count, it means that not all your subscribers are watching your videos. Try getting them to tap on the notification bell so that they are alerted when you post your next video and convert into loyal viewers.
7. Traffic Sources
The Traffic Sources metric shows you where your viewers are coming from or how your viewers found your channel. Whether it’s social media, the YouTube homepage, YouTube recommended section, search or other external websites. Find out which traffic source ranks the highest and promote your videos more through this source.
There you have it, YouTube analytics is easy as pie. Now that you have a gist of how you can track your success and optimise your content on YouTube, there’s no stopping you. Go get ‘em!
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