Join Brad Batesole for an in-depth discussion in this video Meaningful video marketing metrics, part of Online Marketing Foundations.
- As you expand your video marketing efforts, it's important to evaluate your performance by looking at your video metrics. You'll find your YouTube Analytics by visiting the Creator Studio and then selecting Analytics from the menu on the left-hand side. Once you've done that, you'll arrive here which is your Analytics overview. Now this view is defaulted to the last 28 days and we can see that with the option in the upper right-hand corner. From this drop-down we can select different date periods or you can choose from the calendar option to customize the date range to suit your needs.
Also in this upper right-hand corner you can download the complete report or use this comparison option to search for two pieces of content and view how their data relates. I'm going to choose Cancel comparison and then scroll down the page to show you some of this data. So what we're looking at here at the top is the performance of our account over the last 28 days, because that's the date range that is preselected. You'll see how many views you've had, how many minutes of content people have watched, and any gains or losses in subscribers. You'll also look at engagement, likes, dislike, comments, and so on, and then below that we'll see the Top 10 Videos and their views, the estimated minutes watched, and any likes they've earned.
Scrolling down further, you'll have a chance to review demographics, so you can see where your views are coming from, and Discovery where you can see where your content was watched, in this case 95% of our content was seen on the YouTube Watch Page, where just under 5% was embedded players on other websites, meaning someone embedded the YouTube player on their site and someone watched it. On the right-hand side we can see the Top Traffic Sources, and this is how people arrived at our YouTube video. 43% came via Search, 22% found the link directly, and that's YouTube's guess, that's why it's listed as Unknown, and then 17% watched it on an External website.
And then there's the Other tab, which is really unknown. Now if you wanted to look at a specific video, you can either search for the content here at the top, or you can click into that video if it appears in the list. In this case, let's drill in to the H+ Sport commercial. Once I select that, we can look at their performance of just this video. So we'll see how many views have been had in the last 28 days, how much time has been watched, the same information that we were looking at as our entire account, but now specific to this video.
Now one thing that I really like is to look at the Audience retention information, and you'll find that here on the left-hand side at the very bottom of the Views report heading. Audience retention is neat because it shows you over time how viewers are retaining, so in other words, how many of them are watching it at three seconds in, how many of them are still watching it at 15 seconds in, in this case 91%, and you can continue through your content to see when people start dropping off. Here they drop off at the end because this video is only 30 seconds long.
Now most videos you'll see this drop off about halfway through and if you're using a really long intro, maybe you have a five or seven second logo overlay, you might see that you have a steep drop off in retention early on in your content, which might indicate that you should rethink what is the opening hook of your video. Now you can also look along this side for other information, traffic sources, subscribers, all of that is specific either to the video that you've selected, or to your entire account if you deselect a video.
Familiarize yourself with the Analytics interface and refer to it often to better understand what your user's interacting with, how they're finding your content, and what areas you might need to improve.
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- What is online marketing?
- What makes a website effective?
- Working with a designer or developer
- Creating engaging web copy
- Understanding online analytics
- Using goal and event tracking
- Exploring the conversion funnel
- Defining key performance indicators (KPIs)
- Understanding SEO techniques
- Conducting keyword research
- Creating a content strategy
- Leveraging local SEO
- Understanding who's on social media
- Marketing with Facebook, Twitter, LinkedIn, and Pinterest
- Creating compelling video marketing campaigns
- Building an email marketing plan
- Measuring the success of your marketing efforts
- Setting up a blog
- Running A/B marketing tests
Skill Level Beginner
Q: This course was updated on 03/08/2016. What changed?
A: We updated six movies to keep current with the latest interfaces in Google Tag Manager, Google Keyword Planner, Facebook, Twitter, and LinkedIn. Brad also added one new tutorial on setting up a blog.
Q. This course was updated 03/21/2017. What changed?
A. The following topics were updated: installing Google Tag Manager, using goal tracking, looking at a conversion funnel, looking at attribution models, leveraging local SEO, introduction to search and display, launching display search ads, and deciding to use remarketing.