YT Analytics

1. YOUTUBE ANALYTICS 2021

2. WHAT YOU WILL LEARN In this presentation you will learn the following: - What YouTube Analytics is and what kind of information it can give you. - What the 5 most important KPI’s are. - Where you can find the most important metrics. - How you can use this data to optimize your content and YouTube channel. 2

3. INDEX #1 #2 #3 What is YT analytics? The basics Walkthrough #6 #4 #5 Engagement Overview Reach #9 #7 #8 Summary Audience Revenue 3

4. 1. WHAT IS YOUTUBE ANALYTICS? 4

5. YOUTUBE ANALYTICS You can monitor the performance of your channel and videos with up-to- date metrics and reports in YouTube Analytics. There's a ton of data available in different reports, like the Watch time, Traffic sources, and Demographics reports. 5

6. YOUTUBE ANALYTICS YouTube Analytics is like a control panel that can give you a bird’s eye view of what’s working on your channel and disclose deeper insights that have shown to be vital for your channel’s growth. 6

7. 2. THE BASICS 7

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9. Not sure where to begin? Consider focusing on a few key metrics first. Do the trend lines go up? Are the numbers what you expect? 9

10. KEY METRICS (5 IMPORTANT KPI’S) • Total amount of video views (p. 29) How many views have my videos generated and which videos were particularly interesting for my viewers? • Click-through rate (p.30) Are my titles and thumbnails performing well? • Total watch time (p. 37) How long have users watched my videos? • Audience retention (p.39) Are my videos captivating viewers? • Number of subscribers (p. 42) How many subscribers have I gained or lost? 10

11. 3. WALKTHROUGH 11

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13. STEP 1 Open up the Analytics page and take a look at the main graphs in the center. YouTube’s default timescale is 28 days (4 weeks). You can use the drop-down in the top right corner to change that scale to monthly, weekly, daily, or by all time. 13

14. Note that it shows the channel icon which means that you are currently looking at channel statistics In this screen, you can see an overview of channel statistics such as: • Watch time (minutes watched) • Views • Subscribers • Revenue It also shows you the top performing videos in this period and the real-time views of the channel.

15. STEP 2 You can click anywhere on a video to see the statistics for this specific video. 15

16. It now shows the video which you’ve clicked. This means that all the statistics that you currently see are specifically for this video.

17. STEP 3 To go back to your channel statistics at anytime, click the arrow in the top left corner. 17

19. STEP 4 In almost every graph or chart, you have the ability to click on ‘’see more’’ or ‘’expand’’. This opens a new screen which gives you more in depth information about this metric. 19

22. KEY QUESTIONS TO GET YOU STARTED These questions help you measure success on YouTube Analytics 1. How is my channel doing? You can check your watch time, views, subscribers to see if you’re making progress against the goals you set. 2. Who is watching and what are they interested in? Find out more about the people who watch your videos to give you insight on how to tailor your creative and promotional strategies to more effectively reach them. 3. How engaged is my audience with my videos and channel? Are they sharing and liking it? See how much your viewers watch and what piques their interest within each video. 4. How much money am I making with my channels and are they meeting business goals? Determine which of your videos generate the most revenue, when your channel makes the most money and more. 22

23. 4. OVERVIEW 23

24. OVERVIEW In the overview tab you can see your basic channel statistics such as: - Watch time (minutes watched) - Views - Subscribers - Revenue It also shows you the top performing videos in this period and the real-time views of the channel. 24

25. OVERVIEW When you can hone in on what your viewers love and hook them in so they want to come back and watch more, you are likely to see increases in watch time. 25

26. 5. REACH 26

27. IMPRESSIONS Once your video is published, YouTube starts surfacing it to relevant audiences, based on their behavior on YouTube (like what they watch, don’t watch, what they search for, etc.). When a viewer comes across your video thumbnails on YouTube, it’s called impressions, that is, how many times your video thumbnails are shown on YouTube. Think of each impression as potential reach on YouTube and an opportunity to earn a view. 27

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29. VIEWS The views tab shows you how many views your videos have accumulated during a certain period of time. On YouTube, a view is counted when someone has watched your video for at least 30 seconds. If a video is shorter than 30 seconds, it will only count as a view when someone watches the full video. 29

30. CLICK-THROUGH RATE (CTR) The click-through rate measures how often viewers watched a video after seeing a registered impression on YouTube. It likely represents a subset of your channel's total views, since not all impressions are counted in this metric, such those on external websites or end screens. A good CTR indicates that your titles and thumbnails are performing well and should be at least 8% (see chapter 2 for tips about thumbnails and titles). 30

31. UNIQUE VIEWERS This tab shows the estimated number of people that watched your content within the selected date range. You can use "Unique viewers" data to get a clearer picture of your audience size, or the estimated number of different people who came to watch your videos over a given time period. The system includes data from all devices and includes both signed in and signed out traffic to estimate the number of viewers. 31

32. HOW IMPRESSIONS LEAD TO WATCH TIME On the reach tab you can find a funnel which shows you how your impressions led to watch time. Hover over the Impressions section to see the places where impressions were shown on YouTube. 32

33. TRAFFIC SOURCE TYPES You can also find a lot information about traffic sources in this tab. In the perfect situation the traffic sources ‘’browse features’’, ‘'suggested videos’’, and ‘'YouTube search’' should each provide around the same amount of views. However, this also depends on the type of content that you have on the channel. For example, if you produce a lot of help content, you will probably see a lot more traffic coming from YouTube search. 33

34. YOUTUBE SEARCH YouTube also provides a list of keywords which viewers use the most to find your content. Make sure that you use these words in your channel tags, video tags, playlist descriptions and channel description (if relevant of course). This way you can make sure that when viewers use these search terms, they will find your content first. This can give you an advantage over your competition. 34

35. 6. ENGAGEMENT 35

36. WATCH TIME FORMULA WATCH TIME = IMPRESSIONS X CTR X AVERAGE VIEW DURATION How do you get more impressions? How do you improve the CTR? How do you improve the retention? How do you improve the duration? —> keyword use + improve your channel authority —> titles & thumbnails —> make better videos —> make longer videos 36

37. WATCH TIME Watch time is the total accumulated amount of time people have spent watching your video on YouTube. YouTube has confirmed that Watch Time is an important part of their search and discovery algorithm. The icons in this bar show when you’ve uploaded a video. This way, you can see how these videos impacted your channel’s performance. 37

38. AVERAGE VIEW DURATION The average view duration shows how long viewers, on average, spend watching one of your videos. The higher this is, the more watch time your videos are generating for your channel. You can improve this number by creating long form content that has a good audience retention. 38

39. AUDIENCE RETENTION When looking at the statistics for a specific video, this graph shows you the audience retention for that video. It tells you if viewers are watching the video until the end or if there are certain parts in the video that are making viewers drop out. By analyzing this, you can improve these parts for future videos. A good performing video has an audience retention of at least 50%. 39

40. AUDIENCE RETENTION EXAMPLES 40

41. 7. AUDIENCE 41

42. SUBSCRIBER GROWTH In the audience tab, you can see how many viewers have subscribed to the channel in a set period. It also shows you the average views per viewer in a month. Logically, this number increases when you get more subscribers and start uploading more content. This metric is especially useful when you want to know how loyal/engaged your viewers are with the channel. 42

43. SUBSCRIBER NOTIFICATIONS The subscriber bell notifications chart shows the percentage of subscribers that receive notifications when you upload a video. This can really help you get more views within the first hour after the upload, which is the most important moment for YouTube to rank your video. If this percentage is below average, try to promote this in your video and description by reminding viewers to turn on notifications. 43

44. AUDIENCE REPORTING You can look at different features of who watches your videos - by age, gender, geography in the Demographics report. Each type of breakdown can help you make creative and marketing decisions. 44

45. 8. REVENUE 45

46. REVENUE REPORT When you click on the revenue tab, it will show you the estimated amount of revenue that has been earned in the set period. Next to that, it shows the amount of monetized playbacks (how many views actually generated revenue). When you scroll down, it shows more detailed information about the top-earning videos, different ad formats that were served and if it originated from ads or YouTube premium. 46

47. 9. SUMMARY 47

48. THE BASICS 48

49. OVERVIEW In the overview tab you can see your basic channel statistics such as: - Watch time (minutes watched) - Views - Subscribers - Revenue It also shows you the top performing videos in this period and the real-time views of the channel. 49

50. REACH The reach tab shows you how many viewers are being reached and how your titles and thumbnails are performing. The funnel gives you a nice overview of the following statistics: • Impressions: How many times your video thumbnails were shown on YouTube. • Impressions click-through rate: Percentage of impressions that led to views. This measures how often viewers watched a video after seeing an impression. • Views data: How many total views the channel or video has gotten over the selected time period. • Average view duration: Estimated average minutes watched per view for the selected content, date range, region, and other filters. • Watch time data: How engaged viewers are with your content. 50