Jan 28 • YouTube & Branding 📷
Which Analytics Matter? 📊📈📉
YouTube Studio is complicated. 🤔
There are tons of numbers and metrics, but what do any of them even mean and how do you even use them to evaluate how good your video was??
A few days ago I got asked this question at Evelyn Weiss' $5k in-person Mastermind in Vienna. (how the heck did I get there??)
My answer was a bit all over the place because I didn't expect being asked 😅 but here it is after thinking it through:
The metrics you should look out for depends on your primary goal per specific video.
Your video will either be top of funnel, or bottom of funnel (I don't believe in middle of funnel 😆)
Top of funnel is getting more people to find out you to then move onto your bottom of funnel content.
Bottom of funnel is getting people to know, like & trust you to eventually buy your stuff.
The important metrics no matter the video are:
- Positive Comments (don't underestimate these!)
- Watchtime
For TOF content the following also matter:
- Views
- Email Opt-ins (!!!!)
For BOF content this one also matters:
- Conversions
What about CTR (the % of people who click on your video when it's shown to them)??
We do want to optimize videos to get clicked on, however the metric CTR itself will not help us a whole bunch.
When a video gets published it first will be shown to your core audience. Your core audience like you. They click on your videos (leading to a high CTR).
If your video was bad they stopped watching & your video will stop getting recommended (hence it'll have low views, but high CTR)
If your video was good they watched a good portion of it & your video will get shown to people who don't know you yet (leading to more views, but a lower CTR)
Hopefully this makes sense? Do you agree, or what's your take on metrics?
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Which Analytics Matter? 📊📈📉
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