YouTube is one of the most visited websites.
The video sharing platform currently attracts over a billion users – about a third of all internet users who collectively generate billions of views. YouTube’s widely recognizable format and presence on the web make it a powerful asset to any marketing strategy. Videos that go viral have the ability to reach more users on social networks like Facebook and even rank on Google for target keywords.
Then there’s no doubt about it – video is a powerful way to better communicate your brand and connect with your target audience. It’s not hard to see why more brands are investing more in video content production and advertising on YouTube as part of your overall marketing strategy.
But, as with any marketing platform, you ultimately want to know how your efforts translate into measurable results.
Google Analytics is a free tool for tracking website traffic and is a great complement to YouTube for measuring how users interact with your channel. This means you can use more actionable data to get a higher return on your video marketing efforts.
Here we look at how to track YouTube using Google Analytics.
1. Create a new property in Google Analytics
The process is similar to setting up tracking for a website that you own. First, log into your Google Analytics account. Then click the Admin tab on the left, and in the Properties column, click the drop-down menu that contains your website name.
Here is an option to add a new property:
Clicking the link will open a page that will create a new property that you can add and track in Analytics.
Enter your YouTube channel name for the website name so that you can easily refer to it later. In the Website URL field, enter your channel URL (you can find this by navigating to your YouTube channel and copying the URL from your browser). Then fill in the rest of the page and click “Get Tracking ID” when you’re done.
A unique tracking ID is generated on the next page:
Make a note of your tracking ID or leave the window open if you need it later.
2. Enter your Analytics ID in the Youtube account
Next, log into your YouTube account and go to your settings, which can be accessed at the top of the page by clicking your channel icon. At the bottom of the Account Settings page, click the “Show Additional Features” link:
Then click the “Advanced” link under Channel on this page:
At the bottom of the page you will see a field where you can enter your Google Analytics tracking ID that you created in the previous step:
Just paste your tracking ID here and hit the save button. Now you can track visitor data on your YouTube channel directly from your Analytics account.
Setting up Google Analytics with your YouTube channel is just the first step. But just setting it up and not actually using it would be practically useless. The real value then lies in the metrics that you can track and measure.
Youtube Analytics at a glance
You can access important information about your channel directly from the Analytics dashboard. In the top left, click the drop-down menu. From there, you’ll see the new property that you just added:
Select the property that you just added. Then you can view important data about your YouTube channel right from the dashboard.
From here you can quickly see the following data at a glance:
- Traffic volume for the last 7 days
- Time of day that your users visit
- How your channel attracts visitors
- Geographic location of your users
- Devices used to access your channel
- User loyalty
You can also simply dive into the individual sections via the dashboard for a more detailed overview of your channel.
How people discover your YouTube channel
Videos that you post on YouTube can be shared on other platforms such as social media such as Facebook and Twitter. And if your videos are optimized properly, they can even rank in Google for their target keywords. This means more opportunities for your target audience to discover your brand.
To see how people are finding your YouTube channel, just click on “Acquisitions” on the left. Then, under All Traffic, click Source / Medium Report:
What’s even more useful here is that you can view key metrics like bounce rates, average season duration, and even conversion rates if you’ve enabled that. The value of this report is pretty simple. If you find that more users are visiting your channel from a particular social network and the traffic is converting well, this is where your attention should be paid.
How users interact with your channel
Google Analytics is incredibly valuable to websites. At a glance, you can see key metrics about your website, including page views, bounce rates, and average session times. This type of information is also beneficial for your YouTube channel.
To see how users interact with your channel, click Audience on the left, then click Overview:
When you invest more resources in your video marketing, you want to see how users interact with your content. There are some real benefits to this information. For example, if you find that the average session duration is low, it may mean that your users are not engaging.
4. Geographical distribution of visitors
Would you like to know how user interaction differs across regions? You can see where your channel’s visitors are actually coming from. These reports can be accessed by navigating to the Audience section. Then click Geo and Location:
How is this information useful? If you find that most of the users are from a specific region, then you can create localized content.
See which videos are popular
Since Google Analytics shows each video as a webpage, you can view key stats for individual videos by clicking Behavior and Website Content. Then click All Pages:
The metrics displayed can help you determine which of your videos are the most popular. Then you can create similar content to motivate your visitors. If you find that certain topics are not working well, you can allocate your resources to other areas as well.
These are just a few things that are possible when you connect your YouTube channel to your Google Analytics account. Once you’ve done that, you’ll want to spend some time using the user interface to learn more about the types of reports you can generate.
More and more companies are investing more resources in video marketing to increase brand awareness and reach more potential customers online. If you want to incorporate more video content into your business, you need to know that your efforts are paying off. By following your YouTube channel with Google Analytics, you will get more insight into your video marketing and make better data-driven decisions.