YouTube Analytics in a easy way: metrics that metters

When reviewing a YouTube report, there are some metrics that are critical to understanding if your channel is on the right track. Surprisingly the most important one is not the number of video views or channel subscribers.

1) The most important metric for YouTube

In a training we’ve received from YouTube itself, the most important metric is Watch Time. This metric is the representation of the total number of minutes watched on all videos in your channel. If it looks like the image below, it could mean that your channel is decreasing!

This metric is related to the engagement of your channel. If people spend less time consuming your content, it means that your videos are not as relevant. The more videos you produce, the greater the chance of improving metrics – but be careful not to have dozens of videos with a few seconds of audience retention (this will hurt your channel in the medium term).

2) Channel subscribers

Channel subscribers are proof that that channel wants to be watched more times. When someone subscribes, that person is more likely to receive a notification or view the channel in the feed, which also increases its views and watch time.

YouTube uses this subscriber count to see if the channel has consistency. Do you know those videos with millions of views on channels with few subscribers? This shows that the channel is either starting or only had a “big hit” – which does not add to the impact of the next videos.

Asking for subscriptions on the channel is a good CTA (Call to Action) that you can include at the beginning or end of the videos – one of the best ways to behold your presence grow. Losing subscribers also indicates something negative – pay attention to this metric.

In Reportei you can see the growth of subscribers and the loss of subscribers

3) Video views

Although it is an obvious metric, we leave it to the last part because it is not the most important. If your views grow monthly, we have a good indicator of channel sustainability.

For this, the video must have one of the two characteristics below:

  • Have sharing potential (viral): A video that has such interesting content that people will want to pass on, comment on, share. Social metrics are fundamental in this moment so take advantage of the dissemination in social networks, blogs, partners.
  • Have search potential: When the subject of your video is relevant to users searching for that information. If you want to know the volume of searches for a certain word on YouTube, we recommend a tool called Keyword Tool (example of search volume below).

Keep in mind that YouTube’s primary desire is for the user to stay on the social network. That is, the greater the engagement and the longer the user stays inside YouTube, more valued will be the content.

To generate a YouTube report and analyze these metrics month by month, go to and get a free trial.


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