Tag Archive for: video analytics

Google Gives Brands New Tools To Track Video Ads

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At TMO, we always prioritize being able to track marketing efforts and make actionable strategies to improve on what works. This is why we have always loved online ads like that Google provides, they offer detailed information on almost any type of ads you run. There’s just been one glaring exception – video ads.

Google Ad Manager has struggled to deliver deep or informative analytics for video ads since their launch on the platform. Thankfully, this is finally changing with the announcement of several new tools and data for video advertising.

New Tools For Measuring Video Ad Performance

Programmatic Video Health Tools

With the new Programmatic Video Health Tools feature, Google will deliver actionable opportunities for improvement immediately upon logging into your account.

This is done by assessing your video performance and measuring key metrics such as viewability, impressions, and revenue.

Additionally, Google is introducing another insights card for what it is calling Video Ad Serving Template (VAST) errors.

In this card, you’ll find broad details about the number of errors in your video inventory and what may be causing these errors.

Real-Time Reporting

Since problems with your ads can literally cost you, it is important to quickly spot issues and resolve them – especially when videos might involve live streams. 

To help with this, Google has introduced real-time video reporting to show detailed performance data in under 2 minutes. 

Additionally, the new YouTube ads delivery tool will include information on the delivery of YouTube Video Ads

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YouTube Updates Studio Mobile App and Introduces New Data Metrics

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YouTube is expanding the amount of data available to video creators while rolling out an updated version of the YouTube Studio Mobile app.

Accompanying the release of the updated app, the video platform is offering video creators new information on traffic sources, returning viewers, and more in-depth data on how viewers are watching your content. 

Below we are going to dig into the new metrics and app in-depth:

Expanded Viewer Data In YouTube Studio

Living Room Impressions

Before the end of the month, YouTube says it will start showing creators data on what it is calling “living room impressions” or views coming from TV-based sources like built-in TV apps, Rokus, or video game consoles. 

Of course, YouTube has already been counting these streams within its broader metrics like watch time and total views. However, this allows you to see exactly how your viewers are engaging with your content and help optimize your videos for where most people are viewing them.

New or Returning Viewers

Though you have been able to see how many new subscribers you are getting since seemingly forever ago, YouTube has generally overlooked the group of viewers who keep returning to channels even if they aren’t actually subscribed. In many ways, these viewers can be more valuable because they are actively searching out your content on a regular basis, rather than simply relying on it to pop up in their feed.

Now, YouTube is introducing a metric breaking down which viewers are new to your channel and who is returning – whether they are subscribed or not. 

Not only does this provide a more accurate view of your channel’s health and community engagement, it also helps you plan topics based on past viewer response. 

Despite this data being available to the vast majority of creators, YouTube says it will not be present for copyrighted content owners or artistic channels. 

Updates to YouTube Studio Mobile

Redesigned Real-Time Data Card

YouTube is updating its real-time analytics card in the Studio Mobile app analytics section to make it easier to see exactly how specific videos are performing in the moment. These changes include:

  • Thumbnails: The real-time card now displays thumbnails for individual videos.
  • Sorting: The real-time card now sorts videos by view count rather than the date videos were published.
  • Amount of videos: The card now shows up to 15 videos – ten more than the previous limit of five videos.

Updates to Tabs

Along with the new data, YouTube is redesigning its tabs in the Studio Mobile app with a larger focus on alignment. Following the update, all the most-used tabs are aligned, including audience, reach, engagement, overview, and revenue.

At the same time, the company has removed a few cards from these tabs, saying the cards were rarely used on mobile. All of these sections are still fully visible on desktop.

For more information on the new metrics available and the refreshed app, watch the Creator Insider video below:

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See Where Your Youtube Views Are Coming From With New Traffic Source Reports

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YouTube is giving video publishers new insights into where their views are coming from with a new report in YouTube Analytics. 

As explained in the latest update on the Creator Insider channel, YouTube’s team says the new report will make it easier to see where people are finding your videos along with what is overperforming and underperforming. 

The new data is directly viewable in the Overview area of the Analytics tab in YouTube Studio. 

In the section called “How viewers found this video”, you’ll find details on the percentage of views generated by each traffic source along with the overall number of viewers from each source. 

Currently, the sources in the report include: 

  • Notifications
  • Subscriptions feed
  • YouTube recommendations
    • YouTube Home
    • Up next
  • Channel pages

There is also a category labeled “Other” which would include any other traffic sources like links sent between friends or random placements. 

Along with the raw data on traffic sources, the report includes a green arrow, grey arrow, or dash next to each source. This reflects how the traffic source is performing compared to other videos on your channel. 

A green upward pointing arrow indicates the traffic source is performing better than usual. A sash or no indicator would suggest either the traffic source is performing about the same as usual, or the system does not have enough data to estimate the relative performance of that source. 

Lastly, a grey downward arrow says that source is underperforming. 

While it is perfectly normal for the traffic sources for each video to vary based on a number of factors, consistently low numbers from a source may show you need to invest efforts to improve in that area. 

For example, you might find that subscribers are not returning to your latest videos – suggesting your latest topics are not as relevant to their interests. 

Also mentioned – New Free YouTube Audio Library

In the same video, the Creator Insider channel revealed that YouTube is providing creators with a free collection of thousands of songs and sound effects to use in your videos. 

This should make it immeasurably simpler for video creators to find copyright-free music and ensure your video will not be penalized or removed for licensing issues. 

Most importantly for those driving revenue through YouTube, you can still monetize videos when using the licensed audio from the YouTube audio library.

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Dive Into Your YouTube Analytics With New Data Comparison Tools

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YouTube is expanding its analytics tools to allow content creators and channel managers to better compare their metrics against other data and competitors.

Specifically, the company is changing how its “Deep Dive” section of analytics functions by allowing you to compare multiple metrics side-by-side simultaneously.

Deep Dive Data

The Deep Dive section is designed to allow creators to compare their channel’s and video’s performance over time. It can be found after clicking the “see more” button next to any metrics in your overview screen.

Initially, this section only allowed video managers to view the performance of a single metric at a time – such as their video views over time.

Now, you can view multiple metrics at the same time within the same graph, making it easier to get an understanding of how specific metrics improve your overall channel’s performance or how some metrics feed others.

For example, YouTube recommends checking out the comparison of ‘views versus comments’ to show if some videos are getting more or less comments compared to other videos with similar view counts.

Another recommended comparison is the chart of ‘views versus revenue’ if you are monetizing your content.

Other Ways To Compare Data

Along with allowing you to monitor several metrics at once, the Deep Dive section is being improved to make it possible to compare a few other types of data, such as:

  • Period over period: Compare month versus month performance, or year versus year.
  • Top videos: Compare a channel’s overall top videos from one month over another.
  • Audience: A geographic comparison shows where your audience is coming from month to month.

For more information about the new analytics comparison features and other upcoming improvements to YouTube analytics, check out the full video below:

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