Every small business that uploads a video to YouTube wants to grow their online presence should know that the uploading is just one step in an ongoing process. YouTube Analytics is a tool that you can use during this ongoing process to see how well your videos are accomplishing your goals. This will allow you to be able tweak your next video so it better meets your goals.
YouTube Analytics is the data tracking tool provided by YouTube that provides information on all of your key measurables. Some of these statistics will be displayed right on the video viewing page. Others are shown once you click on the Analytics button that is under your video.
Here are the 5 YouTube Analytics measurables that you’ll want to track on your business YouTube channel:
YouTube Analytics measurable 1: Tracking your views
This is the most basic and simple of the measurables: how many people watched your video? This data is sortable by a certain timeframe, gender, location, and age.
Getting caught up in viewer numbers can be a waste of time. Digging deeper and seeing if you’re reaching your target audience is the key. Not every video will go viral and get a million views, but every video can be properly marketed to your target audience.
YouTube Analytics measurable 2: Find out how many people watch all the way through
Just because you have many views doesn’t mean you have many people watching your video all the way through. Audience retention is an important YouTube analytics measurable because it shows you:
- An average of how long viewers watch your video
- When viewers stop watching your video
This will allow you to know when people stopped finding your video interesting or worth their time. You can pinpoint what may have gone wrong and create stronger videos with better content in the future.
YouTube Analytics measurable 3: Monitor your engagement levels
Having someone watch your video and increasing your brand awareness with that person is nice. But it is not enough. You want people to comment on your video, share it over their social networks, and generally engage with it.
- Number of subscriptions to your business YouTube channel
- Number of likes and dislikes per video
- Number of times it has been ‘favorited’ by viewers
- Number of comments received
- How many times it has been shared over Facebook, Twitter, and Google+
Paying attention to this data will build your understand of what creates deep engagement with your viewers. Creating more of this content should be a goal.
YouTube Analytics measurable 4: Find out where your viewers come from
Finding out how viewers find your video can give you the chance to target how you will find more viewers for future videos. You can strengthen what works and tweak any weaknesses you find.
One of the most important measurables to track in YouTube Analytics is how many people found your video through search. You’ll be able to find keywords that pull in viewers and use them for future videos in your SEO strategy. A video that doesn’t perform well via search can still help you. Take a look at the keywords that aren’t working and don’t use them!
Related Post: YouTube SEO Basics for Small Business to be Found Easily
YouTube Analytics measurable 5: Tracking your conversions
This, unfortunately, is a measurable that YouTube doesn’t actually track. It is, however, vitally important so we’ll discuss it anyway. You will have to use your own analytics program. I’d suggest embedding a tracking code in any links from your video (Google Analytics is a great tool for this) to your website so that you can track how many conversions are generated by your video.
Your conversion goals are up to you. You can drive sales, increase traffic to your website, increase the sign ups for your newsletter, or advertise a specific sale you have going on. Be sure each video has a conversion goal attached to it and see how well it actually reaches those goals.