Getting to know YouTube Analytics

Getting to know YouTube Analytics

Getting To Know YouTube Analytics

measuring what’s working and what isn’t within YouTubes analytics

As the second largest search engine, YouTube is a platform that can offer great success to brands, businesses and individuals – that is, if you know what your’e doing with it.

While it may seem like the past few years have seen more and more people start creating content on the video platform, it’s not quite as simple as making a catchy, cool video and uploading it – only for it to instantly go viral and take over the world. As nice as that would be. Instead, for those who truly want to see success on YouTube, getting to know YouTube’s analytics capabilities is crucial.

Analytics gives you the opportunity to measure what’s working and what isn’t – meaning you can then use this information to do more, or less, of that kind of activity. This allows you to zero in on what your audience actually likes, and do more of it – keeping people engaged.

Once you start delving into the world of YouTube Analytics it can be easy to get distracted by all of the shiny charts and graphs you come across en route. That’s why we’ve broken out the need-to-know info you should look at in order to use this data to your advantage.

Wait, how do you find this stuff?

Let’s start at the beginning. If you want to start understanding YouTube Analytics then you need to know how to find it.

To get there, all you have to do is head to the Creator Studio tab of your account, and hit the Analytics drop down. This will open up a dashboard with lots of different report options, including: Overview, Real Time, Earnings, Watch Time and Engagement. That’s where the fun starts.

The need-to-knows

Now that you have access to this wealth of information, working out what bits actually impact you can be a task. That’s where we can help.

To start, the Overview Report is a top-level summary of your content’s most recent performance – a bit like the Google Analytics homepage. If you’re putting out videos, this report can give you a quick look at whether things are going well or not, as well as offering demographic data for your audience.

The Real Time Report is a great way to get a feel for how your videos are performing early on, as the graphs show how many people are watching your channel in, you guessed it, real time. You can see the views on the top few videos, with estimated real-time views across two graphs – one showing hour-by-hour, and the other minute-by-minute.

If you’re sharing ad-friendly content as a business, then the Earnings Report lets you keep an eye on your earnings. YouTube does, however, remind people that the estimated revenue seen here may not be identical to actual payments, due to final adjustments made during the payout period.

Watch Time Reports are one of the most relevant sections to get familiar with in YouTube Analytics, as they show you how long people are staying on your videos. These can help you fine-tune your content; for example, if you notice that a lot of people are dropping off at 20 seconds, what happens at that point? What can you do to fix it?

Finally, the Interaction Report deep dives into another key area of video performance – engagement. Views aren’t the be-all-and-end-all and can be seen as a vanity metric, so you want to encourage people to like, comment, subscribe, or share your content – and that’s what this report can help you track.

Top Tip: One specific metric to keep an eye out for is Average View Duration. You can get this by dividing your Watch Time by Total Views. This shows you how long, on average, your audience stay watching your videos. A high Average View Duration means YouTube’s clever little algorithm will realise you’re creating epic, engaging content that keeps people interested, and will give you a boost in the search pages. The higher the retention rates, the better you’ll rank. Simple.

Knowledge is power

When it comes to analytics, there are tons of different possibilities and routes you can explore – which is all part of the fun. That’s why you can never stop learning. YouTube offers free online courses and lessons through its Creator Academy, where you can learn how to make better videos, earn revenue, or track how your channel is doing through using analytics.

If you’d like to learn more about making the most out of your YouTube channel, have a read of our blog all about optimising your video content to be found:

Liz Quinn

Liz Quinn

Digital Creative Manager

Follow us on social media for blog updates and more kick-ass learning content to grow your digital skills!
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Wtf is a UTM?!

Wtf is a UTM?!

WTF is a UTM?!

essentially, they’re a great data tracking tool to stalk people who come to your website.

WTF is with all these three-letter names for things in marketing? Wtf is a UTM? Well if you want to learn how to accurately track how people got to your website, you’re gonna want to read on…

What is a UTM?

If you can guess what UTM stands for, then you sir, are a genius. It actually stands for ‘urchin tracking module’. And, like a sea urchin, they’re… no, no I have no comparison. Right, anyway, a UTM is technically a code made up of text that is added to a URL (that thing in the address bar) and tells analytics tools a bit more information about each link.

Imagine you are running some new exciting video content and publishing it across all the different social media platforms. How are you going to be to track which posts on which platform had the most impact? Yes, you could look at engagement measures like Likes and Comments, but the reality is we want to drive people to your website. So, which post was the most successful at that? That’s where UTM’s are your saving grace.

Essentially, they’re a great tool to stalk people through to your website, but in a non-creepy way.

Here is a quick look at what a UTM looks like;

Why are UTMs important?

These easy-to-make bits of code help you to track the performance of each link you post. This gives you more insight into what’s working well and what isn’t, as well as providing more reliable and in-depth insight into where the traffic to your site is coming from.

UTMs can, essentially, answer three very important questions when it comes to tracking your efforts;

  1. Where is the traffic coming from?
  2. How is it getting to me?
  3. Why is it coming to me?

Otherwise known as; 1.) Source, 2.) Medium, 3.) Content.

These are the bits that sit here:

Typing out this massive string of ‘code’ would be an unnecessary challenge, with so much potential for it all to go wrong. After all, no one’s perfect! Therefore, most people use UTM generators or builders. We, the awesome people we are, have made a UTM generator for you!

Click here to access our free, GIANT UTM Builder. Just make a copy of the sheet (File, Make a Copy) and get going!


Simply plug in your website and fill in the form. It will gather data like the platform you are posting on, the specific piece of content it relates to and will generate you a link you can use in your post. That way when someone clicks on that post to your website, you will be able to see that in your analytics. Read on to discover how.

How do I use the UTM builder?

So, as you’ll see with the builder, there are a couple of sections to fill in before it auto fills your final UTM’d link.

URL: where the traffic is going
For example;
> fill in the URL section with the link you’d like to track. Consider that you can’t track traffic to things like social platforms, because their analytics don’t provide this information. You can, however, track the traffic from a social platform to your website.

Campaign name: why it’s going there

For example; jedibox2018
> This section is, as you may have guessed, for your campaign name! This just helps you when segregating later data. People use it to differentiate between sales, e.g. spring_sale summer_sale.

Source: where it’s coming from

For example; Facebook
> You’ll see this is a drop down box in our downloadable version, providing you with the most generic and most important kinda source metrics to measure. Pick which one is applicable, this metric tells you where the traffic is coming from.

Medium: how it’s getting there

For example;  organic or email
> This tells you how the traffic is getting to your destination. Did they visit your landing page from social media? Did they visit from your email newsletter? All of these are important metrics to understand which marketing medium was behind your successes.

Content name: things to note

For example; blue_image or amberlinkedin
> this is a great place to note something that might differentiate the links. For example, if you link to the same website, under the same campaign, then you could differentiate by noting the image you used or the individual who shared it on their personal feed. Great for A/B testing.


Where do I find UTM information in analytics?

Right, so you’ve officially hacked the system, become a coder and coded a UTM. Even the CIA couldn’t stop you now. But you now need to actually learn how to find the information and grab some actionable insights. There are two places to find UTM information in your Google Analytics dashboard:

Acquisition > All Traffic > Source/Medium

Acquisition > Campaigns > All Campaigns

You’re then best off exploring to get yourself familiar with these sections, but you’ll find you can explore the sections of the UTM through the secondary dimension on most analytics pages.

No more WTFing?! when you hear the term UTM. Instead, wow them with your urchin talk and ability to throw mad datasets at them. Now you know, you’re invincible on the web.

Sitting there still thinking WTF is ToV? Well once again, we’ve got you covered. Check out the blog and let your WTFs become ‘WhyTF have I not been using this sooner?”.

Amber Vellacott

Amber Vellacott

Content Marketing Lead

Follow us on social media for blog updates and more kick-ass learning content to grow your digital skills!
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