YouTube analytics is a useful tool that allows you to determine what is really interesting to your audience. We are used to evaluating the popularity of videos by likes and views. After all, the author has many more opportunities available to him…
Today I’m going to talk about how to do video analytics on YouTube and how to improve it.
Where to see channel statistics
To begin with, you need to click on your avatar and go to the link “YouTube Creative Studio” in the menu below it. As a result, the channel control panel will open. In principle, here you will find summary indicators for the last 28 days.
For more detailed data, go to the “Analytics” tab. It presents detailed information about the demand for content, audience characteristics and the popularity of the channel as a whole.
It is also possible to view statistics from individual videos. To do this, you need to go to the “Content” tab from the “Creative Studio” control panel, hover over the desired video and select “Analytics” from the menu.
But that’s not all you can see. There is an advanced mode in which even more detailed analytical information is presented. You can access it directly from the “Analytics” section, you just need to click on the “Advanced mode” link in the upper right corner. In the table, if necessary, you can change the periods, add additional parameters from the list, also make comparisons and export the report in the form of a table.
In this tab, you will find several sections in which summary data is divided depending on a number of characteristics:
- Traffic source. From which resources do the users who refer to you come.
- Location. Knowing which regions the majority of subscribers and viewers live in allows you to tailor content to their needs.
- Age, gender and sites visited. By the way, this is a good tool for identifying the target audience.
- Subscription status.
- Device type, operating system, etc.
All this is grouped by tabs and presented quite extensively. You can switch between the table and histogram to see the results more clearly.
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Indicators that affect statistics
In order for your subscribers to like the video, the video hosting algorithms should like it. There are a number of key indicators in channel promotion. They have the biggest influence on the ranking of videos in search results. Among them, it is worth noting the following:
- Audience retention. The higher this indicator, the more time the user spends on the channel. YouTube sees this as increasing their time spent on the platform as a whole. Therefore, videos with a high rate of audience retention are most often shown in recommendations.
- Click-through rate (CTR) of covers. A low impression-to-view ratio is also key for a video to get recommended, as well as display on the main and other pages.
- Engagement Ratio (ER). Any reaction (like, comment) shows a high level of response to the topic among viewers. The algorithm understands this as high interest and makes recommendations based on this information. And as soon as the video stops causing a reaction, it immediately drops out of the recommendations.
- Depth of view across the channel. It also shows that users like your content. And the more videos from your channel each viewer watches, the higher this indicator is. YouTube sees this as an opportunity to show not just one video, but a whole series, which contributes to the time people stay on the platform.
- Average review percentage. And this is already the duration of the video, which is viewed by users on average. It’s not the fact that everyone watches until this point, rather it’s the average between those who watched to the end and those who watched the first 10-20 seconds. It also helps to increase the time spent by users on the platform due to a high level of interest and engagement. Ideally, it should reach 50% or more on each video.
All these data are indicated in reports, especially in advanced mode, some parameters need to be added separately.
It turns out that views and likes also affect the statistics, but not in the way we imagined. In this, it is important to study this data regularly in order to correct possible errors or shortcomings. Next, I’ll talk about ways you can improve your channel analytics.
How to make analytics not deplorable
Analytics is a continuous process. Just because one video goes viral doesn’t mean others have the same effect. To improve the above indicators and statistics, you need to check the following parameters.
YouTube is a video hosting with a fairly advanced search engine. Whether your content will be noticed or not depends on correctly selected and composed metadata. Next, I will tell you what should be done to improve the semantics.
Let’s start with the settings
To get started, open the “Settings” tab in the “YouTube Creative Studio”, and then go to the “Channel” tab. Here you can specify the country of residence, as well Keywordsrelated to the topic of the channel, the videos published on it, and so on. If they do not coincide with the direction of development of the channel, it is better to change. After all, this is what YouTube relies on when building recommendations – people with the specified interests will see your popular videos in recommendations, which definitely improves analytics.
This is the first thing you should work on before publishing the finished video. It is important to choose the right keywords so that they fall under the queries of the viewers. This can be done in several ways.
First: enter queries directly into the video hosting search bar. This way, it will tell you what people are searching for on this topic, as well as related and closely related questions. At the same time, experiment, change the state of words, dilute them and see what happens.
Second: query analysis in the Research section of the YouTube Studio Analytics tab. There is an option to analyze requests on YouTube in general – enter your own option and see what the demand for it is. The simplest example is on the screenshot below.
In this section, by the way, you can study the requests of your audience.
Third: use third-party services. For example, vidIQ or TubeBoddy extensions that show the level of competition for a particular query.
If you have a small channel, you should look for requests with high volume and low competition. Otherwise, you will simply fall out of the program and will not advance to the system.
Description, tags and hashtags
Although these things were originally created for algorithms, now when compiling them, it is worth focusing on people and what they want. Accordingly, listing keywords and phrases in a row is unlikely to give results. But a capacious, but detailed description will work with a bang. Ideally, it should be 2-3 sentences. Currently, it is a popular method of indicating in the description links to partners, advertisers, as well as videos on the same related topic.
Hashtags are indicated at the very bottom. They, as well as video tags, allow YouTube to understand the subject of your video. That is, when selecting them, only the topic of the video clip and the essence of the content are taken into account. And if in hashtags you are limited to the size of the video description, then in the case of tags, YouTube allocates 500 characters. Therefore, you can easily list the most important tags in a row, as well as several additional ones.
Remember – correctly selected semantics is a guarantee of attracting organic traffic absolutely free for you. As a rule, it also makes up a large part, so it is better to take these requirements into account.
I also recommend monitoring indicators that affect ranking. For example, let’s take CTR, presumably low. To increase, you can work on the design of the cover, as well as the wording of the title. Remember that this indicator reflects the interest of your video from the search engine. If it didn’t attract you, it means it doesn’t stick enough.
There is not much to say about audience retention, average number of views, engagement rate and depth of views. Here you need to work with the content itself, or rather, how you present it. Yes, and getting to the CA. But this is a completely different story.
This is all I have! I hope this article helped you understand how to perform channel and video analysis and how to improve your basic statistics.