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Digital Marketing - Study Notes:

Using YouTube Analytics

YouTube’s native reporting tool is called YouTube Analytics.

You can use YouTube Analytics to get up-to-date performance metrics on all your videos. There is a lot of data available in the different reports, such as watch time, demographics, and traffic sources. YouTube Analytics gives you key insights into how your content is being watched, how long it is being watched, and whether it is liked or disliked. Knowing your audience and its behaviors can help you tailor your videos, extend your reach, and turn your channel into a viewing destination.

The data you gather from YouTube Analytics can be used to deliver successful YouTube marketing campaigns.

YouTube Analytics metrics

With YouTube Analytics, you can measure several different metrics. These include:

  • Watch time: The amount of time viewers are watching your content.
  • Views: The number of views that your video content is generating.
  • Subscribers: A daily view of the number of fans your channel gains.
  • Retention: This helps identify when viewers are dropping off from watching your content.
  • Engagement: Likes, dislikes, and favorites on your videos.
  • Comments: The number of comments your content is receiving.
  • Shares: The number of shares your content is getting, as well as the sharing service used.
  • Geographies: Where in the world your content is being watched.
  • Keywords: What keywords are driving visits and views?
  • Sources: What external websites and platforms are driving views to your channel?

You can also use filters in YouTube Analytics to get the information you want.

YouTube Analytics and Google Analytics

YouTube Analytics and Google Analytics are similar, but they have different ways of reporting data. You can use Google Analytics on your YouTube channel. However, Google Analytics only looks at surface-level visits. It will not tell you how your content is being consumed. YouTube Analytics, on the other hand, offers deep data and metrics on how your content is being viewed and who is watching it. This data is not available in Google Analytics.

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Alison Battisby

Alison is a Social Media Consultant with Avocado Social, she is a Facebook and Instagram accredited social media expert and founded Avocado Social in 2014 having worked in the social media industry since 2008. Alison has worked with a wide range of brands including Estee Lauder, Tesco, and Pringles. Alison has traveled the world training companies including the BBC, Etsy, Canon, and Cambridge University Press. She offers social media strategy, training, and consultancy at Avocado Social across platforms including Facebook, Instagram, YouTube, LinkedIn and TikTok. 

ABOUT THIS DIGITAL MARKETING MODULE

Social Video Strategy
Alison Battisby
Skills Expert

In this module, Alison Battisby focuses on how to implement an effective social video strategy, and takes you through the different social video content formats you can use. You will then be provided with the tools and knowledge you need to build an audience for your videos, and use YouTube ads and other social video platforms in your campaigns. Alison concludes by explaining how you can use video analytics to measure the performance of your social video campaigns on both YouTube and TikTok.