Google Creator Playbook Version 4 - Manual (Page 55)

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YouTube Analytics
2. Know Where Viewers Are Finding Your Videos
Understanding which traffic sources drive the
greatest viewership can help you get the most out
your audience development efforts. Consider
allocating your strategic efforts where your videos are
getting the most traction. And remember, it’s not just
the quantity, but the quality of views that matter
(See “Average View Duration” in the image below to
see which sources are responsible for the most
engaged viewers).
Key Reports:
• Playback Locations - Shows YouTube pages and
embedding sites where viewers watch your videos.
• Traffic Sources - Shows external sites and YouTube
features linking viewers to your videos.
Sample Report Uses:
• Increase viewership from YouTube Search and
YouTube Suggested modules by creating effective
titles and descriptions, captivating thumbnails, and
engaging content.
• Increase viewership from Homepage Feeds &
Subscriptions by frequently and consistently
uploading content that your audiences crave most.
• Examine the Embedded Player and External
Websites reports to learn which sites are promoting
your content and consider reaching out to them for
cross-promotions and/or collaborations.
• Select the “Show Subscribers Only” checkbox on
the Traffic Sources report to see viewership trends
from your channel subscribers.
• Check the “Average View Duration” column on all
traffic reports to determine which sources are
driving viewership with the highest view duration
(a great indicator of viewership quality).