Video marketing wants to be measured: As part of your content marketing strategy, you should define and analyze key figures for your YouTube videos. And nowhere is this easier than in YouTube Analytics.
In this post, you will learn how you can analyze your video content using the free YouTube Analytics tool and use the right levers to boost your performance.
How does YouTube Analytics work?
YouTube Analytics is a free tool in YouTube Studio for evaluating channel-specific performance data. Important key figures on reach, audience, engagement and sales are collected and visualized here. In addition to the automatic reports, the account owner can also view and compare additional data in advanced mode.
YouTube Studio: Key insights into channel analysis
The YouTube Studio summarizes all important functions as well as news and analysis data for the channel owner . Videos, playlists and comments that have already been published are shown in overviews and can be easily edited.
To get into the YouTube Studio, first go to your YouTube account . There are two blue buttons next to your account name. Select the “YouTube Studio” button to access your dashboard.
The start screen shows a simplified dashboard with a rough summary of the channel analysis data. The account owner receives an overview of the current subscribers, views and playback time (in hours) for the last 28 days. The top videos from the last 48 hours are also listed in the summary.
The button “Call up channel analyzes” is located within the dashboard. If you click on this, you will be taken directly to the YouTube Analytics area. Alternatively, you can also access the channel analysis via the navigation in the left sidebar under the item “Analytics”.
Essential data for performance optimization
The Analytics area provides you with all the data you need to evaluate and evaluate your content. The KPIs help to draw conclusions about the success, but also about the optimization potential of your own video uploads. Based on this knowledge, a targeted performance improvement can be sought in the next step.
The key figures are divided into the following areas:
- Target group,
- Commitment and
In the overview on the start page, YouTube views , playback time in hours and the subscribers for the last 28 days are displayed. The time window for the evaluation can be adjusted as required, but is initially set to 28 days.
In the navigation on the right there is also a dashboard for checking the real-time data – they show the views of the last 48 hours. Especially when a new video has been uploaded, it is useful to observe this graph.
Reach: locate access resources
When you click on the “Range” tab, a line diagram appears with information about
- Click rate of impressions,
- Call and
- individual users.
If you scroll down the view, you will receive detailed statistics on the various access sources. A distinction is made between external access, access through playlists, access through suggested videos and through the YouTube search .
It is worthwhile to analyze the traffic sources, as important information for the SEO of your videos can be obtained here. For example, if the views from the YouTube search are relatively low, the title and video description should be adjusted with appropriate keywords. Both should ideally contain the search term so that the video can be suggested by the algorithm when the user requests it. Tags can also help make the video easier to find.
Each dashboard also has the “Show more” button, under which additional data can be displayed and compared in an “extended mode” using various filter functions.
Engagement: Analyze audience loyalty
Engagement metrics tell you whether or not a video is going down well with viewers. The diagram represents
- the playback in hours as well
- represents the average playback time.
“I like” and “I don’t like” ratings, shared content and added comments are used to visualize further data on the top videos, most successful end credits, top info cards, the best YouTube calls-to-action or top playlists .
Target group: getting to know viewers better
In the “Target group” tab, you not only find out how successful your clips are, but also which target group your content is particularly popular with. The overview provides for you
- individual users,
- Views per viewer (average) and
- the number of subscribers combined.
In addition, demographic characteristics, device type and language of the subtitles provide information about who and how your clips are being consumed. With the help of this analysis, you can get to know your target group better and adapt your content to them even more precisely.
Revenue: Identify sources of income
When you monetize your videos, YouTube Analytics shows you another tab that you can use to analyze your revenue streams. The sales tab evaluates in the line diagram:
- the estimated monthly sales and
- the transaction volume.
Both metrics are estimates and based on channel information. The final earnings of your YouTube videos can only be viewed in Google AdSense. Nevertheless, the data in YouTube Analytics cannot be completely neglected, as it gives you a rough overview of your advertising revenue.
YouTube KPIs: Which key figures are particularly important
A look at the Analytics area of YouTube Studio provides important information about the success of your clips, the viewers and the sales achieved. In the evaluation, some KPIs stand out in particular:
The average playback time is one of the most important indicators. It results from dividing the playback time by the views. It is of crucial importance for your ranking: Videos or channels that have a particularly high average playback time are – very likely – better rated by the algorithm and are more likely to be listed under the categories “Recommended” or “Trends”.
The audience loyalty is also important . YouTube measures this in absolute and relative terms. The absolute audience loyalty indicates which sections of a clip are seen particularly often and with pleasure. It thus provides information about the course of attention and shows at what point in time your videos are particularly frequently interrupted.
The relative audience loyalty, on the other hand, illustrates the success or failure of a section compared to other YouTube videos and thus offers a reference point for the competitiveness of your content.
You should also put a special focus on the demographic data of your viewers. This data helps to always align your video content to the users in order to hit the nerve of the target group.
And the thumbnail should also be tailored to the target group and the content of the clip. The click-through rate (CTR) helps measure how efficient the thumbnail is. It indicates the percentage of impressions that resulted in a view by clicking on the thumbnail. According to YouTube, the guideline value for the CTR is between two and ten percent.
All of these metrics are crucial to find out what content viewers are interested in, grabbed and liked. If you want to draw data-supported conclusions about the success of your video content, the evaluation of these KPIs is therefore essential.
YouTube Analytics is a very comprehensive tool that you can use to check the results of your video marketing strategy on YouTube . If you always keep an eye on your KPIs, you can optimize your content accordingly and thus improve the performance of your videos. In addition, the data provide information about your own target group and thus help to produce even more user-specific content.