6 YouTube Analytics Every Marketer Should Know

Youtube Analytics

With over a billion hours of content consumed every day on YouTube, marketers need to leverage data and analytics to analyze and optimize performance and consumer patterns. This can be achieved through YouTube Analytics. 

YouTube analytics metrics will help you understand if your content is performing or not. This will empower you to make data-backed decisions to improve the performance of your content. 

And with video becoming the preferred content format for online users, YouTube is set to play an important role in brand marketing. 

This blog will share the key YouTube metrics to track to make impactful decisions to improve your videos and grow your YouTube channel.  

Let’s get started!

YouTube Analytics Dashboard

To help you make the most of your channel, YouTube provides YouTube metrics by a channel that cover everything from the number of views your video gets to the exact moment when you start dropping viewers. You can access all this information from the YouTube Analytics app dashboard that helps you understand how to use data to improve your content, build your audience, and boost your reach. 

Accessing the YouTube analytics dashboard is very simple and can be done from any webpage. First, click your profile photo at the top right corner of your YouTube page and click YouTube Studio. YouTube Studio is a management platform that helps creators edit their content, control the analytics tool, manage insights, and schedule videos. The platform gives creators useful insights into their channel to help with the content planning. 

When the YouTube Studio dashboard page opens, navigate Analytics in the left sidebar. On top of the Analytics dashboard, you will see four tabs that contain the detailed YouTube metrics that will help you improve the performance of your YouTube channel

Youtube Thumbnails views

YouTube Metrics That Matter

Now that you know how to access the YouTube Analytics dashboard, here are the key metrics you need to pay close attention to. 

Engagement metrics

YouTube engagement metrics are measured with likes and dislikes just like other social media platforms. They are a key indicator of how popular your content is with viewers. Comments and shares are also helpful in measuring YouTube engagement. 

End Cards

End cards appear in the final seconds to direct viewers to an external site or promote another video. You can embed end cards on your video to encourage users to watch other relevant content or complete specific CTAs. When you do this, you should check your end card screen reports in YouTube Analytics to see if your CTAs are effective or they are being ignored. You can also learn the best points in your videos that offer the best clickthrough rate and include relevant CTAs. 


YouTube likes are the other engagement metric you need to track to understand the performance of your content. More likes on your videos mean people love what you have published and want more of that. When assessing your likes, you should also check your dislikes. You may have more dislikes than likes in some cases, but this shouldn’t worry you too much. Analyze the likes and dislikes to understand what makes your audience tick. Consider if the video is well made and addresses the critical issues to your audience. If not, make sure upcoming videos are properly designed to drive more YouTube views and likes.  

Most liked playlist

Content creators should create playlists to encourage viewers to spend more time on their channels. When you have more than one playlist, analyze them separately to identify the one that’s popular with users. Check the total views the playlist receives, the average view duration, and watch time. 

Break down your analysis further to understand the videos that have been well received. Identify the poor-performing videos and remove them from the playlist. 

Facebook influencer

Revenue Metrics

YouTube can be very lucrative for brands and advertisers. Your YouTube analytics revenue report will help you understand your best-performing revenue sources and the areas that need your attention. Here are some of the metrics you need to pay attention to from the YouTube Revenue Metrics tab. 

Revenue Sources

YouTube will let you know how different sources generate revenue for your channel. The detailed breakdown will show how much money you make from advertising, paid content, and more. By understanding where your revenue is coming from, you will know how to structure your content to generate maximum profits from your videos. 

Estimated Revenue

The estimated revenue metric combines all of your channel’s revenue sources to help you determine how much your channel made in a specific period. YouTube breaks down the revenue into Revenue Per Mile (RPM) and cost per mile (CPM). However, you should note the distinction between the Estimated Revenue (revenue from all your sources) and Estimated Ad Revenue (revenue from the ads that appear on your videos). 

Video Metrics

One of the video marketing best practices is to track the performance of every video you make. You can access the metrics of a particular video by clicking on it from your dashboard. 


After watching a specific video, the video subscriber metric shows how many users subscribed to your channel. When a video brings about a massive boost in the subscriber count, it means that the content was valuable and addressed your audience’s needs. But if your subscribers dropped after watching a video, it means that the content wasn’t appropriate for your audience.  

Views & Watch Time

It’s very easy to see how many people have watched your video, but did you know YouTube analytics breaks down the video views further to help you understand where viewers drop the video? This metric is known as watch time and is one of the key drivers of YouTube’s algorithm. Videos and channels with the highest watch time are recommended to users in search results, making it one of the essential metrics for building a successful YouTube channel. 

Audience Retention

Audience retention is a YouTube metric that lets you determine how successful a video is. The metric shows how far individual users get before they stop watching a video. When analyzing audience retention, you can spot spikes in your videos which mean that viewers have been re-watching a specific section of the video. This may give you inspiration for future content for your channel. 

Audience Metrics

Any successful YouTuber knows that the secret to content creation is understanding your user base. 


Learn the demographic composition of your audience by viewing the demographic stats on your YouTube analytics geography dashboard. YouTube’s audience demographics data breaks down the key features of the people watching your content, such as age, gender, and location.

If you notice many viewers from foreign countries, consider adding subtitles to your videos or creating fresh content in their native language. For e-commerce, brands should consider introducing their services in locations with high view rates.  

Unique Viewers

This metric shows the number of individual viewers who have watched your videos over a specific period. The unique viewers metric differs from the overall view count since it doesn’t include views from the same individual. 

This will help you establish if your content is suitable for a broad audience or appeals to just a small group of people. You will also learn how often people are re-watching your videos, telling how useful your content is to your viewers. 

Days & Times

This metric provides insights into the days and times your content gets the most views. Understanding when your audience is active will help you choose appropriate times to launch new videos. 

Channel Metrics

Other than analyzing the performance of individual videos, find time to review the YouTube metrics site for your channel. This is particularly useful for spotting trends to ensure your content is relevant and valuable to your users. 

Top Videos

This metric shows the most viewed videos on your channel over a given period. You can modify the timeframe to see which videos have been doing well on a specific day/week/month or view your top videos ever. Use your top videos to plan future content that your audience will love. 


This simple metric captures how your channel performs by highlighting how many people have subscribed to view your content. An increase in the subscriber count shows that you are doing an excellent job turning ordinary viewers into loyal consumers of your content. A drop in subscribers shows that your content isn’t valuable to your users.  

Watch Time

Monitoring your channel’s watch time provides valuable insights into your audience’s behavior and preference. You will know if viewers are watching videos to completion or leaving them midway because the video is too long. 

Real-time Views

YouTube shares real-time information about your videos, such as the total number of views a video has received within the last 48 hours. The real-time views metric helps monitor the performance of a live video or recently published content.  

Discovery Metrics

YouTube discovery metrics will tell you where, when, and how people come across your content. The data will help you discover the best platforms to promote your content to attract more viewers.  

Top Search Term

If you get most of your traffic from YouTube searches, use YouTube Analytics to discover the search terms that lead users to your content. This is a great way to check if you utilize YouTube SEO effectively or if your tags and descriptions need more work. 

Impressions & CTR

You earn an impression every time a user sees your video thumbnail. When they click on the thumbnail to watch your video, they contribute to your impressions CTR (click-through rate). A high CTR shows that your thumbnail, title, and keywords are relevant and highly engaging. However, a high CTR and a low average watch time could indicate a “clickbait” video or that your title is misleading or inappropriate. 

There you go! Our blog tells you everything you need to understand about YouTube Analytics and metrics to help you create a thriving channel for your brand with high-quality videos. Whether your goal is to build brand awareness, get more traffic to your website, or create top-of-the-mind recall, understanding how to make the most of YouTube Analytics is vital for creating an awesome channel that your audience will love.

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