More than a billion people watch YouTube videos every day. Mind-blowing, isn’t it? That’s many thousands of people watching videos on the platform. With so many users, it’s only natural that billions of videos are uploaded to YouTube – there’s always going to be someone watching them. It is the world’s largest video social network and, like every Google product, it also has a very powerful feature. The feature we’re talking about allows you to extract valuable data and information from all your content.

YouTube Analytics is a tool that offers you this online video platform owned by Google. With it you can see the statistics and follow all the activity developed around the videos of a YouTube channel. Since it was incorporated in 2011, YouTube Analytics has undergone several updates until it was fully integrated into the content creator’s platform.

In short, YouTube Analytics is an integrated multifunctional tool that allows us to visualize the overall performance of the channel from different points of view. It will provide us with updated account data and reports such as viewing time, demographic data, or sources of traffic to the videos.

Thanks to this, the program will allow us to analyze both the positive and negative impact of the content available in our account. In the same way that the videos that generate more or less participation and the type of users who most view our content. The purpose of using the YouTube Analytics tool is to show the most general data of an account by publishing a detailed report of metrics. With them, the content creator can be guided to develop a much more efficient marketing strategy.

Types of YouTube Analytics metrics

To develop a statistical analysis and successfully achieve a positioning strategy, it is advisable to divide the metrics into two.

  • Propagation metrics. These are those that allow us to examine the volume and level of participation of the published materials. This is essential to ensure that our message spreads through the Internet. This includes metrics such as shares, comments, channel subscriptions and likes/dislikes. Without a good use and understanding of content volume, no successful channel will exist.
  • Content consumption metrics. These types of metrics show us how, and in what quantity, our videos are consumed. Here are the metrics of views and retention. This data is important to assess what is our best content and what is the perfect length of the videos, among many other things. Therefore, we can say that it presents a summary of the metrics of views and retention of Internet users to know their behavior.

The total data collection made by the YouTube Analytics tool is as follows;

  • Total number of views.
  • Total number of subscribers, additions and number of unsubscribes.
  • Percentage of likes and dislikes on videos.
  • Favorites count.
  • Videos shared on other social networks: Instagram, Facebook, Twitter…
  • Number of clicks by users on the descriptions embedded in the videos.
  • Total interactions on each of the contents.

More YouTube Analytics features

Another way to obtain metrics with YouTube Analytics is through reports. These are very valuable for making a marketing plan on a YouTube account. Let’s get to know the types and subtypes of reports that the tool offers us.

General reports

These are created automatically by the tool, in them the most important activity carried out in the last 28 days of use of the channel is extracted in real time. All this is reflected in graphs and tables containing basic data on interactivity in the content. In addition, they offer the possibility of segmenting the information in this type of report by region or analysis time, among other metrics. The general reports provide a globalized extract of the metrics of the content uploaded to YouTube.

Specialized reports

Within the specialized reports we can find three subtypes of reports that will help us to deepen in various aspects proposed in the general report.

  • Revenue reports. These are those that allow us to consult a breakdown of how many ads have been broadcasted with your videos. As well as how much money each one has generated according to the type of ad.
  • Viewing time reports. This type of report provides data on the overall performance of your YouTube channel. It can also be used to further study the performance of individual videos.
  • Interaction reports between our videos and the audience. These reports will give us a very detailed analysis of the real interaction and feedback of users with the videos of our channel. It summarizes; times a video has been shared, likes, dislikes, comments, saved in favorites, number of subscribers and unsubscribes.

From Somos Sinapsis we hope you have found this post interesting and practical. Remember that with YouTube Analytics data and metrics you will better understand the needs of your audience.

Bibliotecaria frustrada que un día descubrió el potencial que tenía de creatividad y después de varios cursos de marketing decidió explotarlo en redes sociales y terminó haciéndose community mánager de diferentes empresas y artistas. Le encanta el silencio pero es melómana hasta la médula, puro espíritu de contradicción. Fanática de libros, películas y series de terror. Vive mirando una estrella, siempre en estado de espera.