Part 2: The Ultimate Guide to Online Video Analytics

March 6, 2019

Youtube Video Analytics

As per our first part of the ultimate video analytics guide. We couldn’t delay the second part any further from you. Despite the child exploitation scandal that has been going on for the past few weeks, the video-sharing giant isn’t showing any signs of staggering behind! Instead, they made new improvements to their video policies and minors guidelines.

                          Screenshots from the new youtube studio beta

One advantage Youtube has over Facebook is its detailed analytics dashboard (Youtube’s creator studio) that we will go over in details.

The video analytics dashboard is divided into three sections:

  1. Overview
  2. Watch time reports
  3. Interaction reports

1# Dashboard Overview

Youtube’s analytics overview contains a brief summary of the most important Youtube metrics, such as watch time, average view duration, views count, your top 10 videos, traffic sources and audience demographics (more on those metrics later). In this dashboard, you can either view the above metrics for one video, compare the performance of two videos or more, grouping videos together or get an overview of the performance of your channel in a specific period of time.

The real-time subsection allows you to view counts happening in the last 48 hours and the last 60 minutes. You can check this feature when you release a new video campaign, if you didn’t gain the desired traction, consider pushing your video to social media channels or in a newsletter blast.

2# Watch time reports

The first subsection of these reports is the watch time report where you can see the number of views and the watch time in minutes for one of your videos or your whole channel. This graph will help you determine the dates where your video got the most views. If you had made any changes to your video around that time, then you know it worked. Look closely at the minutes viewed metric because

Pro tip: Youtube algorithms rank videos with higher minutes viewed at the top of search results.

You can also plot two metrics on the graph to get more insights. For example, if you chose average view duration from “compare metric”, you’ll be able to track the correlation between views count and the average watch time. You can also see the growth percentage you have achieved by show growth. Note that the percentage shows the change since the video was first uploaded. You can also get a breakdown by video, location, date or device type for the aforementioned metrics in the bottom section of the report.

3# Audience retention

You can see the true power of this report by selecting videos individually. Here you’ll be able to see when exactly do your audience stop watching your video. This can help you decide the creative direction you’re going to go within your next videos. Notice that there are two types of this report, absolute audience retention, and relative audience retention. The absolute audience retention report shows what we mentioned earlier, while the relative audience retention report shows how your video performance compares to other videos on YouTube globally.

Pro tip: When the line drops drastically, this means people are skipping this part. When the line is raised, this means people repeated a certain part of your video.

4# Demographics

This is the subsection where you can see the age and gender of your audience. Using this report, you can identify the segment that’s interested in your content the most by comparing which age group has the most views and the most average view duration as well. You can cross-reference the information with other demographic insights you get from other channels to create an accurate buyer persona or tailor content specifically to this audience.

5# Playback locations

In this report, you can see the places where your video has been watched. There are four playback locations that the report includes:

    • Youtube watch page: this is the page dedicated to your video and it’s the most common place for a video to be watched.
    • Youtube channel page: here you can find the views that happened directly on your channel’s page.
    • Embedded in external websites and apps: this section shows you the views that happened on websites or apps where your video is embedded. By breaking down this report, you’ll be able to see the views count for each app and website separately.
    • YouTube other: Some browsers won’t allow showing where the video has played, but most likely it’ll be the Youtube watch page.

Pro tip: If you embed your video in partnering websites or apps, use Embedded in external websites feature to see which one of your partners drove the most views to your video.

6# Traffic sources

One of the most important reports to look at, and that’s because it shows you where your traffic is coming from. The traffic coming to your videos could come from the following sources:

  1. YouTube search: The views that come after your video show up as a search result.
    Suggested videos: These views come when your video shows as a suggested video.
  2. Browse features: Here the views come from Youtube’s homepage, subscription feed or someone’s watch history.
  3. Playlists: If your video was included in any playlist, you’ll be able to see the views in this report.
  4. Channel pages: The views that came directly from your channel page
  5. YouTube advertising: If you promote your video, you can see the paid views in this report.
  6. Video cards and annotations: These views come from Youtube cards and annotations, also if your video was featured in any other video, the views will appear here.
  7. Notifications: Views that came after the audience clicked a push-notification sent to subscribers.
  8. Campaign cards: Here you can see the number of views that come from campaign cards.
  9. End screens: All the views that come from the end screens will be displayed in this section
  10. Pro tip: Drill into the Youtube Search section to see the keywords leading to your video, and make sure you’re using them in your metadata.

7# Devices

Here you can check out your audience favorite device for watching your content. This matter because if you know that most of your audience watch your content on a small screen, you should make the text visible in your videos so you can avoid a high bounce rate.

8# Translations

Here you can see how many people watched your content in its original language and how many watched it using subtitles or closed captions. If you had any translated views, click the map icon on the left to see the location those views are coming from.

Pro tip: If your content is popular in a location that uses a different language than your content’s original one, adding subtitles can enhance video watch time greatly.

Youtube video analytics also includes individual reports like videos in playlists, comments, shares, annotations reports and more. But that needs further detailed

You like our online video analytics guide? Wait till you get our Ebook guide on social analytics! Sign up to our newsletter to receive it directly on your mail.

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