Google YouTube Creator Playbook Guide Version 2 - Manual (Page 8)

YouTube Analytics is a robust tool that provides informative
data and insights about your content, your audience, and
your programming. What you learn by using YouTube
Analytics can help inform programming and production
decisions for your channel, and helps every creator be
smarter and more strategic with the videos they create.
8
YouTube Analytics
Find the ‘Story’ Behind Peaks and Changes
Don’t just use YouTube Analytics for a quick look at your channels
performance – explore the tool to gain a deep understanding of your
content, audience, and strategies. With the right knowledge and usage,
creators can understand causality and correlations between the various
metrics and gain insight that will help build an audience. The data will
always tell a story, when you know how to read it.
•
Start ‘macro’ and move into the ‘micro.’ Assess metrics from a top
level or expanded time period, and then focus in on areas that show
something interesting or unusual. A change or spike in one metric
should lead you to investigate other metrics that correlate. For
example, a change in viewership should lead you to investigate
traffic sources, then maybe a specific video.
•
Compare the changes for different metrics against each other to
understand the relationships between them.
•
Don’t just analyze your newest videos, use Analytics to learn about
what videos from your archive continue to perform well and
investigate why they’re top performers.
•
Prioritize your efforts by starting optimizations on your top-
performing videos and work backward.