Analytics of YouTube Ads

Hello Friends, welcome to Learnvern.

In our last session we took an understanding of “Instagram Analytics”.

Also with the help of a video we saw how “Insights, Reach, engagement” work.

And we also saw :

how can you produce the best content with the help of these insights,

how can you promote your content

And also how can your content reach out to the maximum number of people, cannot be figured out with the help of these analytics.

And we also saw how you can scale your content and take it to the next level.

In out today’s session, we will learn about “Youtube Analytics”

And in “Youtube Analytics” there are a lot of things that one should definitely know about.

Now first and foremost, when will youtube work?

When you have your youtube channel.

Right?

IF you are a youtube content creator only then will you be able to check these out.

Because if you don't have your youtube content, then youtube analytics won't have anything to show you.

Got it?

So if you are :

“A brand manager” or

“A digital marketing executive” or

If you are “a social media executive” or

If you are “a channel manager” - managing a brand channel or managing your own channel only then youtube analytics will be visible to you.

At Least a couple of videos should be live on your channel.

If you are uploading videos on youtube for quite some time only then will you be able to check out this section.

Hope you are clear Friends

Let us move to “Youtube Analytics”

The very first screen visible to you will be this.

“Your channel got these many number of views in the last 28 days”

Right?

So if your monetisation is ON, you will get to see “estimated revenue” too

You will also get to see :

“number of views”

“Watch time”

“Subscribers” - how many subscribers could you gain

And what is your “estimated revenue”

So this entire analytics is divided into 4 to 5 parts

The very first is “Overview”

This will give you an overall overview of the growth of your youtube channel.

Then is “reach”

Your content reached out to how many people.

And how many people out of these could engage themselves - so we have “Engagement”

Then we have “Audience” and at the end we have “Revenue”

So after overview we have “reach”

In that we have:

“Impressions” - your video reached out to how many people

Then we have:

“Impressions click through rate” - now what does this mean?

If you searched for something on youtube, that is, you found something on youtube then how many people who saw your thumbnail clicked on that video. This is called “click through rate”

How many people saw your video and how many clicked on it - all these things depend a lot more on your thumbnail, your description, your titles.

If you recall, in our unit where we learnt about youtube we had also learnt about shorts and reels and how to upload them. All these matter a lot when you upload your own videos.

Right?

Got it?

Then the 3rd section under “reach” is “Views”

The channel received around 1200 views and the unique viewers are around 964.

Then we have Traffic - from where we got all this traffic.

As you see, we received a lot of traffic from youtube search which is approximately 65%. That is around 65% of the views that have been received is from youtube search.

Thus this means that when someone searched for a particular video on youtube, the videos of this channel were displayed on the top.

So youtube search became the topmost traffic source.

Then there are “external sources”, they are the sources outside youtube like whatsapp or facebook or email. All these sources are external sources. Thus we have external traffic sources too which have generated 12% traffic.

Then we have around 11% of traffic from “suggested videos”

The suggested videos are considered a “powerful metric”. I would strongly recommend you to check this out if you are a youtube content creator.

So if your video falls in the “suggested videos” then definitely youtube will generate more visibility for you. So here the traffic generated by suggested videos is 11%.  Ideally it should have been more. But here this channel could not generate more traffic from suggested videos.

Then we have 6% from “Browse features”.

That is, when people are browsing and your video gets displayed

Then, “other youtube features” could generate 4% traffic and “others” could generate 2.5% traffic.

If you recall we just saw that “external sources” generated 12% traffic, so here I have given a breakdown of “external sources”.

“Google search”  generates around 32% traffic

“Whatsapp” generates around 2% traffic

And the other sources generate about 2 to 2.5% traffic

So these are the “traffic source types” and this will help you to know the traffic sources that you need to give importance to.

For example if “youtube search” is generating good traffic then you should give importance to the other metrics.

Like External - as external could generate only 12% traffic whereas we can generate more traffic from external sources.

For example, if Whatsapp is generating only 3% traffic then I will try to work on improving the strategy, I will create lists, I will prepare a broadcast list. Thus I will then push my videos in different different whatsapp groups. Thereby I can ensure that people will visit my youtube channel from whatsapp.

So with the help of these insights you will get to know where you are doing good and where you are poor, thereby you can try to focus on the areas of improvement and try to do better there.

Let us understand more.

On the left, you can see “Traffic source playlists”

This is a traffic source where your video is recommended in someone else’s playlist.

Then we have “suggested videos”. As I had mentioned earlier, in these particular videos, your videos, that is, your channel video was suggested and hence falls under “suggested videos” .

This is a very good source as from here you will get to know what people are viewing and where your videos are being suggested.

So if you create videos like that of your top suggested videos then definitely there are high chances of getting a good boost and thus you can expect a good boost from the “suggested videos” section.

Then in the left as you can see “Impressions and how they led to watch time”

Right?

So impressions are approximately around 21000 out of which “20% is youtube recommending your content”

Then around 4% is click through rate out of the entire viewership.

Then the “Views from impressions” are around 815

And “the watch time from impressions” is around 25.67 hours

So this is also one of the good metrics that youtube offers.

Now if you see on the right, we have “Traffic sources of Youtube Search”

If you recall, in our first slide we had learnt that the maximum traffic is contributed by “youtube search”

So what did people actually search for because of which your video got the visibility on the top.

This example that I'm going to show you is of “cooking channel”

 In this cooking channel someone searched for “dry fruit chocolate recipe” and the recipe of this particular channel got displayed on the top.

So because of this particular keyword, this channel managed to receive the 3.3% of views

Here, you need to keep in mind that in your meta description, that is, in the description of your video you should include only those keywords that people are looking for.

Right?

So if people here have searched for “dry fruit chocolate recipe” then this particular keyword should be present in the title and should be present in the description as well.

You, as a youtube creator, have to speak about all this personally as well because all this content is being searched using “voice search” as well.

Got it?

So all these are important keywords.

Along with this you can as well make use of Tools.

Like, we have a tool in Google called “Google Keyword Planner”

This “Google Keyword planner” helps you with the “search volumes”.

Right?

Now what does search volume mean?

It means to say what people are searching for and at what level they are looking for it.

For example if the keyword is “dry fruit barfi sweet”

And around 10,000 people in India are searching for this.

Now when you get to know that around 10,000 people are searching for “Dry fruit barfi sweet” then you can plan to make your next video on “dry fruit barfi”.

And with the help of “keywords search volume” you will also get an idea about what should be your next video.

Now we will move to “Engagement”

That is, which are those videos that could drive maximum engagement.

On the left, as you can see the “watch time” is 33.9 hours and the “average video duration” is of around 2 minutes.

Right?

So this is our engagement breakdown.

Let us understand a little bit more about “engagement breakdown”

We are now on “audience”.

My engagement basically means how much of the content was viewed by the audience and how much of it was consumed by them.

Under this audience, how many are “returning viewers”?

How many are “unique viewers”?

How many of them subscribed to the youtube channel?

All these fall under the “audience” section.

This is my “other analytics” for example:

“Top Geographies” which means from where all are the people viewing my youtube channel.

As you can see, India itself has the maximum people views which is of 82.3%

We also get to know:

how many people did not subscribe to my channel

How many subscribed to my channel

Here, not subscribed is around 99.4% which means many people did not like my content. Hence they did not subscribe to my channel.

Then we have “Top Subtitle languages”

Like people also watch with “English Subtitles”

Then we don't have anyone with “Portuguese subtitles”

So around 98.9% of people are watching without any subtitles.

So all these things fall under the “other analytics” section.

Now let us move on to our “Live Analytics Dashboard” and let us try to understand all these in detail.

Now we are on our youtube channel.

If you click on “Analytics” on the left hand side, then you will get to see this dashboard.

This is getting updated “real time”

And as we had seen earlier, the Analytics is divided into these parts.

Now as soon as we click on “Reach”, then we will get to see all these. I had already shown you all these earlier in the form of screenshots.

Then we move to “Engagement” then here we get to see engagement video wise too.

That is which video has performed well.

For example, if you see here, “Dry fruit chocolate” has performed well in terms of impressions, in terms of views also. It has received 587 views on this video. And the average view duration is around 1.5 minutes.

From here, from the top right hand side you can also change the date range. You can check out for the “last 90 days” too. You can check out which videos performed well over the last 90 days.

Then from the top you can check out the “traffic sources”. Hope you recall “traffic sources” that we had already discussed in our previous slides.

Then you can also check out the “Geography”

The views on youtube channel are more from India, you can check out the details from here.

You can also check out the age group of the viewers to know which age group has contributed the maximum views. As you can see, the maximum views have been received from the age group of 25 to 44 only. And there are no major views from any other age group apart from these 2 age groups.

If I check out the viewer’s gender then the female viewers are around 66.2% and the male viewers are around 33.8%.

Right?

So this is how the dashboard of youtube analytics can be reviewed.

And study the best performing content, analyse that content.

This will help you to gauge:

Which content has received the most views, the most engagement.

Which content is receiving maximum comments.

And thus try making such content.

Here I would like to give you 1 “pro tip”.

These days regional content is booming.

So if you can make such content that is in regional languages like Hindi, Gujarati or Marathi then you will be able to create a niche. Because if you create very generalised videos then you will have to face a lot of competition. But if you create niche based video content then the probability of receiving good views increases.

That is all for today.

If you have any queries or comments then click the discussion button below the video and post there, this way you will be able to connect with fellow learners and discuss the course. Also our team will try to solve your queries.

In the next session, we will move to our last unit, our last topic and that is “LinkedIn Analytics” and in that we will learn about the analytics that you should keep in mind to boost your page, to take your linkedin page to the next level.

See you in the next session. Good Bye!