The video advertising segment is growing. If you are going to develop this area, start with examining the analytics. This material discusses how to view YouTube statistics, how to analyze channels and videos, and how to view competitor channels’ data.
Videos are rated in YouTube Analytics. This is a YouTube tool available to any user. It tracks the statistics of every uploaded video and the entire channel.
YouTube Analytics sections provide data for multiple indicators: earnings per view, video viewing statistics, viewers’ demography, engagement rate, growth of viewers count.
How to View Statistics on YouTube
The YouTube channel statistics is available to all admin users. In order to analyze, the data must be gathered first: you won’t have figures right after you register the channel. Start publishing content, promoting it and wait while data to evaluate is gathered.
If you need to analyze competitor’s channels or videos, you can use Popsters.
To analyze your channel’s statistics, go to Creative Studio (click your avatar in the upper right corner). You’ll see the link to YouTube Analytics in the left column.
YouTube Analytics contains several sections:
It displays key parameter data.
Detailed YouTube channel stats of engagement for the last five videos over the last 48 hours.
Channel earnings and ad efficiency data.
Watching Time Reports
An important section for YouTube channel analysis is content analysis. The important parameter here is Audience Retention.
The plot shows the video percentage or time watched by viewers. A sharp drop in the percentage of watching-through means that people get bored quickly. Analyze this indicator to understand if a video’s intro should be shorter or where important information should be emphasized. Analysis of YouTube channels is an extremely important stage in the development.
Unlike other social media, YouTube has very detailed statistics for traffic sources. It shows traffic quality from various sources: how much watching time is brought by visitors and what is the average watching time.
Find the highest-quality traffic sources for your channel and focus your promotion on them.
Two important items may be singled out here: the Subscribers count and engagement indicators: likes, comments, shares.
The number of subscribers indirectly influences the channel’s success on the whole: this indicator matters for ranging and also shapes viewer’s opinion on the channel, how popular it is.
Activity (comments, likes, dislikes) allows assessing audience’s interest in you and the direction of reactions: positive or negative.
In addition, YouTube analytics gathers statistics of visitors from Abstracts, Suggestions and End Screens you add to the videos.
Read detail YouTube Analytics instructions to learn more about the tool.
How to Obtain Enhanced Statistics for a YouTube Channel: Integration with Google Analytics
YouTube statistics is detailed but still incomparable with Google Analytics. If you do detailed analysis of a channel, add Google Analytics. You’ll get access to all the capabilities of Google Analytics, just as for normal websites.
To set up:
- Create new resource in Google Analytics: paste the channel’s URL. Copy the tracking ID provided after the resource is created.
- In Creative Studio, go to Channel section — Advanced (link: https://www.youtube.com/advanced_settings).
- Find Google Analytics Account Tracking ID below and paste the ID copied previously.
Now you can assess YouTube statistics for any page. YouTube Analytics, however, only works within the URL specified when creating the resource, therefore it doesn’t gather data of videos visited not from the channel’s home page.
How to View Competitor’s Stats on YouTube
A substantial disadvantage of YouTube Analytics is that it shows statistics for your channel only. To analyze others’ accounts, use third-party services.
Popsters will analyze any channel. For example, let’s see H&M channel’s statistics.
First, you need to log in using YouTube account. Paste the name or URL of the target channel in the search line and select it from the search results. Define the date range, over which you need report, and click Load.
In the right column: subscribers count, total count of likes and dislikes, views count, engagement indicators (ER, ERday, ERview).
The posts feed may be sorted by required parameter: likes, comments, views, dislikes, ER, date. All the posts may be exported to Excel or PDF to compare figures for any video.
The left column shows diagrams for analyzing interactions with the content. They will help to determine the best week day and time to post and show changes in the engagement indicators (likes, shares, dislikes, comments) with time.
There are more than 23 such columns with graphs, clicking on any of them you will be able to analyze the data in more detail and flexibly:
- Use YouTube Analytics tool to analyze your channel’s videos. It collects detail information for the account, videos, subscribers.
- Integrate Google Analytics for a more detail analysis of YouTube stats.
- To analyze competitors’ YouTube channels or videos, use Popsters.
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