Study Notes
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Digital Marketing - Study Notes:
You can use YouTube Analytics to get up-to-date performance metrics on all your videos. There’s a lot of data available in the different reports, such as watch time, demographics, and traffic sources. YouTube Analytics gives you key insight on how your content is being watched, how long it’s being watched, and whether it’s liked or disliked. Knowing your audience and its behaviors can help you tailor your videos, extend your reach, and turn your channel into a viewing destination.
Metrics
YouTube Analytics offers a number of different metrics:
- Watch time. The amount of time viewers are watching your content.
- Views. The number of views that your video content is generating.
- Subscribers. A daily view of the number of fans your channel gains.
- Retention. Helps identify when viewers are dropping off from watching your content.
- Engagement. Likes, dislikes, and favorites on your videos.
- Comments. The number of comments your content is receiving.
- Shares. The number of shares your content is getting, as well as the sharing service used.
- Geographies. Where in the world your content is being watched.
- Keywords. What keywords are driving visits and views?
- Sources. What external websites and platforms are driving views to your channel?
Viewing the data
YouTube Analytics has a number of data points that you can use for reporting and data analysis. Here’s a comprehensive list of these data points, per section:
- Overview: Watch Time, Views, Average View Duration, Estimated Revenue, Likes, Dislikes, Comments, Shares, Videos in Playlists, Subscribers, Subscribers Gained/Lost, Video Likes and Dislikes, Video Comments, Sharing.
- Annotations: Teaser Clicks, Teaser Clicks per Card, Closes and Close Rate.
- Info Cards: Teaser Clicks, CTR, Card Clicks, Clicks per Card.
- End-screens: Elements Shown, Element Clicks, Clicks per End Screen Element Shown.
- Watch Time: Watch Time (Hours), Views, YouTube Red Watch Time (Hours), YouTube Red Views.
- Audience Retention: Average View Duration, Average Percentage Viewed, Demographics, Playback Locations, Traffic Sources, Devices, Translations.
Google Analytics versus YouTube Analytics
YouTube Analytics and Google Analytics are similar, but they have different ways of reporting data. You can use Google Analytics on your YouTube channel. However, Google Analytics only looks at surface-level visits. It will not tell you how your content is being consumed. YouTube Analytics, on the other hand, offers deep data and metrics on how your content is being viewed and who’s watching it. This data is not available on Google Analytics.
Back to TopDigital Marketing Resources:
Carlos Pacheco
Carlos Pacheco is the Vice President of Audience Development at Boat Rocker Media. Managing a team dedicated to online audience growth, Carlos has grown YouTube channels to have millions of subscribers and billions of views. Follow Carlos on Twitter on @carlospache_co for great social media tips.
Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:
The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.
You can find more information and content like this on the Digital Marketing Institute's Membership Library
- Article: The Evolution of Digital Video Marketing
- Presentation: How to Start a YouTube Channel
- Article: The Importance of Putting Mobile First
- Article: The Key Role of Video Marketing in the Current Environment
- Article: 6 Proven Tips to Promote Your Video Content
- Article: The Rapid Rise of TikTok
You will not be assessed on this content in your final exam.
