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Youtube Metrics

Lesson 13 from: Social Media Analytics

Sharon Lee Thony

Youtube Metrics

Lesson 13 from: Social Media Analytics

Sharon Lee Thony

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Lesson Info

13. Youtube Metrics

Lesson Info

Youtube Metrics

in this next lesson, we'll talk about Youtube metrics and how you can find those on the youtube platform. So for youtube, the three key metrics will be directly related back to video content. Clearly one of the key metrics on youtube is average view duration and this is the average length in seconds of the video that was watched. So in a report, you'll see exactly what time period or how much of a video was watched on average where in the video people decided to share the video, which is kind of an interesting engagement metric. In terms of trying to get additional exposure for content, you'll also get a report of where in the video people tended to drop off so where they got bored and shut out of the video. It will also tell you the number of seconds of video playback that occurred in the context of a playlist. So your video showed up in a list of other videos how often and how frequently that video was watched and what percentage of that video was actually watched if it was played wi...

th other videos in the list. The other key metric on Youtube is the number of unique viewers that watched the video. This is based on cookies in somebody's browser. So what's interesting and a little bit deceiving about this metric is that it's not necessarily the number of unique people that have seen your video because if they've logged in from various devices or logged in from different browsers, those metrics are going to be skewed to count the number of browsers or number of devices that they've used. The only time that this is an accurate measure is when someone has logged into their google or Youtube account and they're watching the video from that account because then Youtube contract that it's the same person that's watching your video from multiple machines. So there are times when this number can be an over reporting of unique number of accounts, but it's still an accurate report of specifically how many different cookies or browsers or devices have been engaged when watching the video. And then the third key metric for Youtube is traffic sources. And that's also interesting because people are often taking Youtube content and embedding it on various websites, whether it's a blog, whether it might be their own website, whether it could be taking the video and putting it on an affiliate's website because youtube is owned by google, you'll see very similar metrics that are also tracked by google analytics. And so one of the key google analytics metrics is the source of traffic or where people are coming from. And therefore in the Youtube dashboard, you can also see where people saw your video, which is quite helpful when it comes to distribution of content and understanding where your content is most engaging on the website besides on your own youtube channel. So some places where you can find this information is in Youtube's insights panel, It's called Youtube studio, they updated it sometime in the middle of 2018 with more robust analytics where you'll get not just views and number of views, but you'll also get a sense of top videos as well as any latest activities and trends with engagement. Some audience insights as well as other metrics that are related back to traffic sources length of time as well as shares. And so this can all be found in the creator studio on your own Youtube account when you're looking through these metrics as well. And so that concludes the Youtube, the key metrics to be looking at when you're thinking about video content and thinking about video distribution, especially when it comes to embedding your Youtube videos on other websites around the Internet.

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