Have you ever taken the time to have a real good look at your YouTube analytics?
Understanding analytics and determining trends can be difficult, but hopefully I’ll help you through this process.
First login to your YouTube account, click on my channel, then click on video manager.
In video manager you can see how many people have watched your video, how many comments have been made on your video and how many people have given it a thumbs up or down.
In the left hand menu click on analytics, this page provides an overview of the main data that is useful to users. I would call this page the beginners guide to YouTube analytics.
First step, choose the time frame you want to look at, I’m going to change mine to lifetime so you can see some bigger stats in this how to, but you may only want to look at data for the last month.
What does each section mean?
Watch time – this is how many minutes people have spent watching your videos in the chosen time frame, if you hover over the data it’ll show you how many days that is.
Average view duration – here you can see how long people spend watching your videos on average. On my music channel people spend an average of 1:46, considering my videos range from 2-3 minutes long this suggests that people only watch part of my videos before moving onto another video.
Views – this is the total number of unique views you’ve had in the chosen time frame.
The next few bits of data are self-explanatory – the number of likes, dislikes, comments and shares. Videos in playlists, is how many playlists you feature in and the last bit of info is how many subscribers you have received in the chosen time frame.
Top 10 videos – in my case I have only uploaded 6 videos in total so it’s only showing data for these videos. Here you can see the time people have spent watching your individual videos, how many unique users have watched your video, likes and comments.
Top geography – here you can see the top countries your views come from.
Gender – the percentage of male and female viewers.
Traffic sources – where viewers found your video (eg: YouTube search – in the main search bar, Suggested videos – the menu on the right hand side, Direct or unknown – a direct link from a website or social media platform or from other locations.
Playback locations – this shows you where your fans watched your video, via a desktop computer on youtube, as an embedded link on a website or social media channel or on a mobile device.
From here you can continue to look into the data further by clicking on any of the headings in the left hand menu. If you want to look at more data I’d suggest starting with audience retention, demographics and traffic sources to get a more in depth view of the information on the initial overview page. You can always hover over the question marks to find out what it means.
So why is this data important?
If you are thinking about paying to advertise your videos on YouTube or Facebook, this data can be relevant for targeted advertising. This can help you to determine the locations you want your ad to show and the gender and age demographics to show your ads to.
Depending on where the most of your YouTube traffic is coming from, and how people are viewing your channel, you could create an advertising campaign for your videos.
If you need advice about Facebook, YouTube or Google Advertising please contact me for a free quote.