Google Analytics stops gathering information from YouTube channels

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Google Analytics no longer collects new data from YouTube channel pages after the connection between the two services no longer exists.

Google Analytics stopped collecting data from YouTube channel pages on February 1, 2021. Historical data remains accessible, but new data is not recorded.

The ability to establish a connection between Google Analytics and YouTube was removed last November. Channels with existing connections to Google Analytics were able to display new data by earlier this month.

Google has made minimal effort to report these changes. Without a notice at the top of a YouTube help page, the changes may have been completely overlooked.

The lack of announcements from Google about this change could indicate that the GA-YouTube connection has not been used by the majority of developers.

YouTube creators have always had access to a broader set of analytics data in YouTube Studio. There was little incentive to link to Google Analytics unless GA was already part of the creator’s workflow.

Connecting to YouTube was less of a necessity than an option offered to people who regularly use Google Analytics to keep track of other data.

Now YouTube Analytics is the best source for marketers to access the latest information on YouTube channels.

For marketers who have relied solely on Google Analytics, this may mean they need to familiarize themselves with a new tool.

If this is the case for you, see the section below for a brief overview of YouTube Analytics.

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A quick overview of YouTube Analytics

YouTube Analytics enables you to monitor the performance of your channel and videos with up-to-date metrics and reports.

YouTube automatically collects data on all channels and videos. It’s not like Google Analytics where website owners need to install tracking code.

To access this data in YouTube Analyitics, first log into YouTube Studio and then select Analytics in the left navigation menu.

In this section you will see different tabs. Aside from the Overview tab, each tab is customized so that you can see data relevant to your goals.

Here’s what you need to know about various tabs and data it contains:

  • overview: Shows key metrics for your channel, such as: B. Time, Views and Subscribers. The 4 reports on this tab are Top Videos, Real Time Activity, Latest Videos and Typical Performance.
  • To reach: Shows the total reach of your content based on the number of impressions and clicks. This tab contains reports on traffic source types, external top sources, impressions, and search terms.
  • engagement: Shows what your viewers are seeing, represented by the total number of minutes. This tab contains reports for top videos and playlists, as well as top cards and end screens.
  • audience: Shows who is watching your videos. This is represented by the number of unique viewers, the average videos viewed per viewer, and the growth or decrease in subscribers. This tab contains reports on audience location, demographics, and the other channels they see.
  • revenue: Shows how much money the channel is making from monetized videos. This tab is only available to creators in the YouTube affiliate program.

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For a visual example of using YouTube Analytics, see the following video: