如果您最有可能参与制作视频内容,那么您的YouTube频道对您的业务非常重要。实际上,由于它是视频营销人员最大的视频托管平台,因此您根本无力忽略它。
但是,要充分利用YouTube上的视频营销,您需要能够跟踪和分析频道的性能。这应该很简单,对吗?只需检查赞和订阅者,就可以了!
好吧,那不是真的。太多的人仍然专注于“古典”指标,例如喜欢,比率和订户数量。虽然很重要,但它们并不是您唯一要注意的事情。
So, if you want to create a comprehensive YouTube Analytics report, you need to dive deeper into the data and identify the metrics that really matter.
在本文中,我们将介绍有关创建全面YouTube报告的所有内容:
How to Use YouTube Analytics
YouTube Analytics gives you more than simply raw numbers, it helps you understand your audience better. You’ll be able to identify which of your videos are drawing in the largest audience, which are being watched all the way through, where the majority of your audience is coming from, and much more.
YouTube的本地平台是一个真正的宝贵见解的宝库,但它会压倒不习惯的人。要访问YouTube分析,首先,您需要单击右上角的个人资料图标,然后选择YouTube studio. A list of icons should open up on the left-hand side of the screen — selectAnalytics.
您的仪表板上应该有四到五个频道分析选项卡:概述,覆盖,参与,受众和收入。但是,如果您通过YouTube对频道获利,则可以使用“收入”选项卡。通过单击这些选项卡,您可以找到有关帐户性能的详细指标,如果您需要更多信息,请单击右上角的“高级模式”。这样,您将获得每个视频的单独指标。
You can also track YouTube channel performance directly through your Google Analytics dashboard. To connect YouTube with GA, click the Admin gear icon in the lower-left corner of your GA dashboard and then select Create View. All that’s left to do is to fill out the form and create a filter that shows only YouTube traffic. Select Filters, name your new filter, and select Custom. Finally, click Include and choose Hostname from the menu, and type “youtube” in the Filter Pattern box.
最重要的YouTube KPI和指标
尽管YouTube为我们提供了很多数据来分析,但更重要的是,除非我们知道我们要寻找的是什么以及在哪种情况下有用的信息,否则有用的报告可能很棘手。有些指标在频道级别上很重要,而另一些指标仅在视频级别上。
为了使事情变得更复杂,我们习惯于其他类型的内容的指标不一定与视频相同。而且它们可能与YouTube相关,因为它使用了自己的排名和策划算法。
另一个复杂的因素是您的频道的目的。是品牌知名度还是广告?您是否旨在教育人们有关您的产品或他们可能解决的问题?为了帮助您,我们有一篇全文涵盖essential YouTube KPIs这也提供了深入的解释和行业见解。
这里是一些大的:
Engagement
这是一个广泛的指标,涵盖喜欢,分享,评论等等。Video engagementis a qualitative metric that can help you gauge the video’s emotional impact based on user interaction. In addition, it can assist in generating future content ideas.
观看时间
This is definitely one of the most important metrics to keep an eye on. While views are important, they’re not enough. If the people aren’t watching the video all the way through, that’s a sign they’re not engaging with the content the way you want them to. In addition,更高的观察时间leads to YouTube ranking your video more highly in the search results and recommendations.
流量来源
This metric tells you how to add the right tags and keywords to your content. By analyzing what the users were watching or looking for before reaching your video, you can fine-tune your descriptions and tags to better match user intent, which will give you a better chance of appearing among “suggested videos.”
Related:您将在分析流量来源中学到的15件事
领先一代
这个指标对于品牌尤其有用use YouTube for direct sales and marketing. In addition to tracking lead generation across the channel or campaign, you can use information about lead generation to keep track of other important metrics and KPIs.
You can use it to figure out which videos drive the best leads or most leads, where traffic to high-converting videos comes from, and where you can improve. For example, you can change the videos, change your posting frequency, update your advertising campaign, or any apply any number of practices depending on the results you get.
View velocity
该指标跟踪您的视频摄入速度的速度。在发布视频后不久,建立的频道的速度最高,而较新的频道却在以后会增加,因为人们发现频道并开始与内容互动。
Channels with a constant stream of high velocity videos are more likely to have their video featured on YouTube’s homepage.
Related:数十个营销人员分享了如何在YouTube上获得更多观点
观看后的动作
乍一看,这似乎是一个悖论,但是用户在观看视频后采取的行动与将视频导致视频的内容同样重要。查看器是否单击CTA按钮或关闭窗口?他们是否继续观看播放列表,选择其他视频或单击您的描述中的链接?
This information will tell you how to better engage with your users and keep them on your channel for longer.
订阅rs gained and lost by video
这往往比整个通道上的订户收益和损失更重要。它使您能够更好地了解哪些视频正在带来新订户,哪些视频可能会丢失它们。一旦知道这一点,您就可以尝试确定为什么会发生这种情况并进行必要的调整。
Related:25个营销人员分享如何发展您的YouTube频道,订户和视图
专家提示:Analyze Your YouTube Channel Performance Like a Pro
为了了解哪些类型的视频内容与观众最佳,您可以使用各种工具(包括YouTube本身)跟踪视频参与度指标,例如观看时间,观看次数,喜欢和不喜欢。
现在,您可以在监视基本指标的单个仪表板中快速监视视频内容性能,例如:
- 平均观看时间。How much time do viewers spend watching your video content?
- 通过视频观看时间。Which videos drive most of your audience watch time each month?
- 订户与失去的订户相比获得了。How quickly are you gaining or losing subscribers?
- 喜欢,评论和分享的数量。您的听众如何参与?
现在,您可以从我们的视频营销专家的经验中受益,他们将plug-and-play Databox templateshowing the most important metrics for measuring your YouTube channel performance. It’s simple to implement and start using as a standalone dashboard or in marketing reports, and best of all, it’s free!
您只需单击几下即可轻松设置它 - 无需编码。
要设置仪表板,请按照以下3个简单步骤:
步骤1:Get the template
第2步:Connect your YouTube account with Databox.
Step 3:Watch your dashboard populate in seconds.
如何创建YouTube分析报告
In order to create a YouTube Analytics Report, you’ll have to follow the steps we outlined in the“我们如何e YouTube Analytics” section并找到您要导出的报告。
当您输入高级模式或单击“查看更多选项”时,您将能够获得特定的指标,比较性能和导出数据。
在导出数据之前,您可以更改图表类型,尺寸,日期范围,过滤数据,甚至在整个通道的分析,特定视频,视频组或播放列表之间切换。这是一个坚固的工具,确实提供了很多功能,您可以通过多种方式使用数据集及其演示文稿。
After fiddling with the metrics and making sure the report contains everything you want it to, you’re ready to export the report. In order to do that, you just need to click on the “Export current view” button in the upper right corner.
Related:社交媒体报告的最常见挑战和克服这些挑战的提示
Standard YouTube Analytics Reports
试图将所有信息塞进一个小空间只会导致混乱,并使数据难以解析。以下是标准的YouTube分析报告,该报告的重点是特定指标或一组指标,这些指标将告诉您频道的表现。
以下列表并不全面,如果您要专注于特定的指标,则可以将某些报告类型分为子报告。
1. General Reports
These are the basic, go-to reports that cover the most important things.
概述报告为您提供了有关您的频道和视频的高级摘要。这很容易理解,对于那些没有时间深入研究数字的情况,这对于那些情况非常好。
实时报告完全按照锡上的意见。它为您提供了最近视频的视图计数数据的估计,包括现在观看它们的人。如果您要发布常规视频并且想经常跟踪指标,则此报告非常好。
2.观看时间报告
观看时间报告汇总了YouTube主页和移动应用程序的数据,以创建观看器保留的细分。它涵盖了平均视图百分比,观看的估计分钟,平均视图持续时间,观看时间,视图等。
3. Audience Retention Report
通过查看本报告中的指标,您将能够了解您的观众是否坚持视频。观众保留曲线告诉您视频的哪些部分是流行的,尤其是哪些视频具有低/高保留率。
4. Playback Locations Report
该报告突出显示了用户在哪里观看视频(YouTube直接或嵌入式视频),并让您知道他们在哪里找到的视频。如果在YouTube上观看了视频,您会发现是否在频道页面或视频的特定页面中观看了视频。
5. Traffic Sources Report
如果您想找出用于查找视频的YouTube功能,应用程序或网站,这是您的报告。它使您知道您的优化和促销策略是否在起作用,还是需要一些微调。
6.设备报告
This report will give you information on the different devices — PCs, tablets, phones, TVs, consoles — and operating systems — Windows, iOS, Linux — viewers are using to access your content.
The benefits are twofold. First, you can adjust your advertising and promotion strategies to adjust to your demographic. Second, you can adjust the type of content you’re making; mobile users tend to look for short videos, for example.
7.参与报告
Engagement is an important KPI, and it encompasses a lot of other metrics, including likes, dislikes, subscriptions, sharing, and comments.
Depending on the type of content you’re publishing, they have different “weights.” Videos aimed to entertain need to have a high number of likes and shares, while educational videos might be looking for subscriptions.
8. Earnings Reports
Finally, there’s the Earnings report. It’s relevant for anyone who wants to post ad-friendly content and keep track of their earnings.
如果您想确定与交易,YouTube红色或广告相关的详细收入细分,则可以关注广告费率,如果您想确定不同的广告类型的性能或估计收益。
Discover which Videos Create the Most Buzz About Your Brand with Databox
视频营销比以往任何时候都重要,YouTube是该方程式不可避免的部分。跟踪正确的指标和KPI很重要,但是同样重要的是能够理解数据,甚至以正确的方式呈现数据。
While raw YouTube Analytics are useful, they can be dense and difficult to parse, especially if you’re using advanced options, not to mention if you need to present it as a report.
If you need a simple and quick way to tell how your YouTube channel is doing,Databox offers a YouTube integration这将使您能够跟踪自己最重要的KPI,例如喜欢,分享,订阅者,视图等。无论您身在何处。