YouTube Updates Analytics Tools So Partners Can Better Measure Engagement

For those of you not lucky enough to get a little extra cash from Google as part of their premium programming initiative, YouTube is still doing their best to help each one of their partners out. Earlier today, YouTube announced that they would be rolling out updated and more sophisticated analytics tools for creators.

YouTube’s new “Estimated minutes watched” menu may not seem like a huge deal at first, but when used properly, this tool could help refine your uploads dramatically. There are no other media outlet like YouTube in the world. While TV and film are measured in sales and views per episode, YouTube careers are made in minutes. This updated analytic option could help creators understand the tipping point for their audience. If you are seeing people start to jump ship around eight minutes, then you should probably cut things around six minutes. As a YouTube creator, your job is to keep people’s attention for every single second of a video — lose that attention and there will be millions of other videos people can jump to.


YouTube has also been focusing on annotations lately, which if you’ve been using them correctly, have increased your audience’s engagement. Annotations allow you to keep your audience around for longer than just one video and help you weave together a narrative throughout all of your content. Think of it as that moment when a reporter says, “Is the toothpaste you use secretly killing you? Find out more after this break.” Annotations allow you to make damn sure that your audience stays glued to that screen.

Luckily, YouTube also recognizes how important annotations are and have launched a beta version of Annotations report. This analytics tool will work like any video-measuring tool with click, performance and close rates. Of course, this is a beta version, so expect a few bugs.

The rest of YouTube’s updated analytics tools are not as crucial as the above-mentioned but still provide a more detailed insight into your channel’s performance. A hovercard option allows you to see the thumbnails of a selected video just by placing your mouse over it. So if you were wondering why one video got way more clicks than all your others, it might just be that your thumbnail picture had boobs in it.

YouTube is re-launching the ill-fated date slider with more intuitive controls and options. You can now adjust the date range of videos to see how they performed in the past.

The rolling totals function will average your data in 7 and 30-day totals providing more even trend-spotting information about your channel and videos. Right now, rolling totals doesn’t seem to serve a huge purpose amid YouTube’s analytics update other than keeping your blood pressure down after seeing un-averaged statistical peaks and valleys.

Check out YouTube’s new analytics update, and let us know what you think below.

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