In a previous article, I’ve already established the importance of including VideoMarketing and YouTube as part of your Social Media Marketing and Search EngineOptimization efforts. Today, I will briefly review how you can track your Video Marketing results through YouTube’s Analytics Reports.
Once you have your YouTube Channel created, you can just go to the “Video Manager” page and click on the “ANALYTICS” link on the left side menu. That will open a page with all the viewership information and statistics about your videos. For this particular example, I’m using a screen shot example of my own ASC Racing Series YouTube Channel.
By selecting the “Views” section from the dashboard – as shown in the image above, you can just use the slider bar with a date range above it to customize your report date range. Once you are able to change dates, you can pin-point how traffic increased as a result of a particular campaign or any other marketing effort that was sending viewers to your YouTube channel. The rest of the report metrics will also adjust automatically to the date range selected.
For example, by selecting “Demographics” on the left menu, you can also see the type of audience that is watching your videos. Based on the screen shot below, It looks like my racing videos are only watched by men! It looks like the ladies don’t care much about racing videos.
For me though, the most useful information is to know Traffic Sources, in other words, where my video viewership traffic is coming from. To go to that metric, select the “Traffic Sources” link from the left menu and you will see a screen similar to the one below.
Here’s a breakdown of the different traffic sources and what they mean:
The screen shot below shows that the average view duration on this particular channel is just under 2 minutes. Most of the videos posted are about 6-8 minutes long, thus the 21% Audience Retention number.