YouTube Analytics allows us to supervise our channel and video’s performance by the use of reports and updated metrics. There are a lot of data available in different reports (for example Traffic Sources, Demographic data, playbacks…).

YouTube has divided its reports in three big segments:

  1. Views, this includes demographic data from our viewers, traffic sources and other outstanding
  2. Audience’s interaction, this means everything that users do related to our channel (subscribers, likes, favorites, comments, shares…). This information is vital.

Views

YouTube presents us with the total number of views that our videos have had in the timeframe we choose. We can have these statistics every day, we can see the number of views per month or during the last year, for example.

Comprehend our viewer’s profile allows us to make better contents for them. Here we can understand if the age, gender and location match with our target audiences.

In this section we will specifically have the following information:

a. Demographic data: places where our videos are more popular, also the gender and age of the viewers.

b. Playback locations: a category that indicates us if our videos were shown directly by YouTube’s platform or via another website (for example, our Facebook page or Website).

c. Traffic It is an important tool because it informs us about how have the people found our videos and gives us details about the visitors, if they came to our videos from Social Media, via a Google search or another search engine, if the videos were found through direct searches in YouTube, or if the people saw them thanks to suggested videos.

d. Audience Why do people see a whole video but leaves another one during the first few seconds? YouTube gives us statistical information that helps us trace the behavior of the people that see our videos. It also shows us this information for every video we have, so we could make adjustments to keep the audience in all of them.

Engagement

In this section we can see all the user’s interactions.

Comprehend our viewer’s profile allows us to make better contents for them. Here we can know if the age, gender and location match with our target audiences. In this section we will specifically have the following informations:

a)    Subscribers

Subscribers are a key metric in channels that claim loyalty to its users, but it does not matter if you only use the channel to upload an advertising video, for example. This metric will not only be useful to know if our channel attracts more or fewer users, but it will also help us to see which videos have generated more subscribers.

For example, if we see that from our 20 videos, 90% of the subscribers came across one, we may have to consider creating a similar video, a sequel or another related to it. It’s important to take advantage of the success of that video!

b)   Likes and dislikes

c) Favorites

d) Comments

Devices

In this section we can know on which kind of device our videos have been seen. More and more people are watching YouTube’s videos from their smartphone, and for sure this will affect the way that we devise our videos.

A successful video will be the one that gets the most comments, a positive feedback and is frequently shared.

All this measurements let us adapt our channel’s design, the content’s style, which language to use and many other elements when we try to attract new users and keep our faithful audience.

Through metrics we can do a tracing to our audience through time and note changes and trends, for the purpose of continuing to provide outstanding contents to our viewers.

 

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