The Importance of Video Marketing and YouTube Analytics: Part 2

Estimated Reading Time: 3 minutes

As you may recall in The Importance of Video Marketing part 1, over 800 million unique users visit YouTube and watch over 4 billion hours of video each month. Thankfully YouTube rolled out YouTube Analytics in March 2011, located at youtube.com/analytics. This relatively new free reporting tool provides channel owners a summary report for content on YouTube that includes in-depth analytics, reports, and statistics. Call me crazy, but a free analytics tool sounds like yet another reason you have no excuse to be ignoring such an important medium!

Users familiar with Google Analytics will quickly realize why YouTube renamed their old Insights page to Analytics: YouTube Analytics is visually very similar.

The User Interfaces for YouTube Analytics & Google Analytics

The User Interfaces for YouTube Analytics & Google Analytics

And now let’s get into some of the nitty gritty. The Summary report in YouTube Analytics shows a high-level summary of the main reports in YouTube Analytics, such as which videos are driving the most views, the geographic distribution, and the gender of your viewers. Clicking on the title of each widget will take you to that specific report where you can view additional information.

An Example of the Summary Reports in YouTube Analytics

An Example of a Summary Report in YouTube Analytics

All reports are unified with a Data Filter, which is a key tool displayed at the top of each report. The Data Filter allows you to filter by Content, Geography, and Date.

    • The Content search bar helps search for specific videos
    • The Geography search bar searches for particular regions, or you can choose from one of the suggested locations in the dropdown
    • The Date Range dropdown allows you to choose from one of several suggested ranges, or you can enter a custom date range
Just a few more benefits of YouTube Analytics include:
    • Finding out which websites or searches are driving audiences to your content
    • Finding out whether audiences are watching your whole video or just part of it, and where they stop watching
    • Finding out which videos are driving the most comments and community engagement so you can join the conversation

And last, a very helpful change in YouTube Analytics is the ability to download only the currently displayed report, rather than automatically downloading all the channel’s data like with Insights.

Google and YouTube are always looking for ways to improve analysis tools. Personally I can’t wait to see what they have up their sleeves next!

For more information about YouTube Analytics, check out this infographic from pcmag.com.

And for more information about InfoTrust’s analytics services, feel free to reach out to us at info@infotrustllc.com.

Article written by James Love

Author

  • James Love

    Jimmy Love is currently the Industry Team Manager for the Healthcare & Fitness Industry Team at InfoTrust. Jimmy was a contributor to InfoTrust’s Crawl, Walk, Run Amazon best-selling book series, and a speaker at the New York City Durability Summit. Jimmy works with some of the largest healthcare and fitness organizations in the world, helping them advance their digital analytics maturity in a forward-thinking and strategic manner.

    When away from his desk, Jimmy enjoys attending Cincinnati Bearcats football and basketball games, and spending quality time with his beautiful wife and dogs.

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Originally Published: October 16, 2012

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October 9, 2023
Originally published on October 16, 2012

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