Most Important YouTube Metrics Explained

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Although very often YouTube is compared to Facebook they do not have much in common. The only level these two platforms can be compared at is the number of users. Nothing else.

Despite recent updates YouTube is still vastly about videos. Facebook is pretty much about everything. YouTube is a search engine. Facebook is not.

Whether it’s an advantage or disadvantage everyone should judge themselves.

In my opinion anything that’s search engine based outclass the platforms that are not. The reason is simple. Most social media platforms do not have any shelf-life.

It means that content once posted will not be seen by anyone in a matter of days. No one will dig it up at some point. You just have to constantly produce new content.

YouTube on the other hand is totally different.

Once you upload new content that is awesome, optimized and evergreen you will receive traffic even in 5 or 10 years from now. Why? Because people will be looking for that.

Of course people are constantly publishing new videos, but great videos posted few years ago are still great. And time works to their advantage generating more views.

That’s the beauty of it. But how can you analyze your videos? There are few ways to do it.

YouTube Analytics and Metrics That Actually Matter

Watch time – this is your total amount of time people have spent watching all of your videos. It should be considered as a crucial metric.

YouTube will push content higher in search results and recommendations section based on this specific factor.

Views itself are not that important. You get one view every time someone watches at least 30 seconds of your video. It can indicate your headline and thumbnail can grab attention.

Watch time on the other hand can tell much more about the quality of your content. That’s why this is definitely what you should focus on.

Average view duration – as a matter of fact high number of views can actually negatively impact another important metric which is average view duration.

Let’s assume you have a total 1 million minutes of watch time. At the same time you have 1 million views. That leaves you with silly average view duration of 1 minute…

So be careful with trying to bump up your number of views cause it can totally destroy your rankings. It will be a sign for YouTube that you cannot engage your viewers.

Average percentage viewed – in certain way this is a derivative of average view duration. This is the way YouTube measures your ability to hold viewers attention.

And when they will realize you can hold your viewers attention they will push your content much more, which will result in higher rankings.

There are also few smaller and a little bit less important metrics:

  • Audience retention – very helpful metric that shows you at what time of the video people stopped watching

  • Engagement – and that includes any kind of engagement. Comments, shares, likes and most importantly dislikes. And you should definitely reply to your audience’s comments

  • Impressions CTR – full name is Impressions Click-Through Rate, represents your content’s ability to ignite curiosity

  • Re-watches – if some parts of your video are being constantly rewatched, then it might be indication of high interest

  • Subscriptions rate – subscribers are your most devoted fans, so you goal is to gain them consistently.

When it comes to subscribers, don’t worry if you will lose some of them along the road, that’s normal. But try not to publish anything that might make them to unsubscribe in bulks.

In case you get a lot of thumbs down ask yourself is there anything you could piss off your audience with. Or maybe you are targeting wrong audience? Ultimately are you delivering what you’ve promised in the title?

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