| 2. Traffic sources in advanced mode
Where: Analytics > Advanced Mode > Traffic source
Why: As some of you may be aware, there’s more than one algorithm on YouTube, each traffic source has different metrics, yet we all tend to just focus on the ''overall'' number we see in our dashboard.
Using this feature allows you to see AVD, CTR and more based on the different sources the views have come from. I like using this to give context to our analysis. For example, perhaps a video’s overall AVD is low, but by using this tool you realize it’s because it is gaining a lot of external traffic, lowering the overall number.
3. Research (new feature!)
Where: Analytics > Research
Why: Imagine knowing exactly what your own audience is searching for? YouTube have just rolled out a feature to make this possible! If you don’t have this yet, don’t worry, it’s coming. You can use it to get a better picture of what your audience wants to watch.
This is great for idea generation, even if you don’t make videos targeting search. YouTube also show where there may be a ‘content gap’ - when a particular search term doesn’t have enough relevant videos. This is just idea generation on easy-mode!
4. Your audience watches
Where: Analytics > Audience
Why: Since it’s rollout I have been constantly monitoring this feature. It shows you the videos and channels your audience are watching, which is great for painting the picture of the cluster of content you operate within.
It’s also useful to stay on top of emerging trends and the videos your competitors are having success with. Any tool that gives us a picture of who our audience is and what they are watching, is one worth paying attention to. |
