Can YouTube videos be reliable sources?

YOUTUBE KEY FIGURES EXAMPLES

The best YouTube metrics & KPIs at a glance

✔ Various templates & designs ✔ Identify and monitor relevant YouTube key figures

A YouTube KPI is a transparent performance indicator to monitor the quality and effectiveness of various video marketing measures. YouTube metrics often relate to video and channel performance as well as subscriber demographic data.

Here you will find an overview of the most important YouTube KPIs, which are considered in this article:

Playback time

How is the playback time developing?

The development of the playback time - whether aggregated or for individual videos - is one of the most important YouTube KPIs, as it ultimately reflects the satisfaction of the main need of YouTube users: the need to consume high-quality video content. By monitoring the aggregated playback time of all published videos on a daily basis, you can quickly and reliably identify trends and outliers. You can then analyze them in detail for individual videos and gain valuable new knowledge, develop best practices and optimize your video marketing strategy over the long term.

Performance indicators / recommendation for action

This YouTube key figure helps you to monitor the quantitative development of your video performance. Compare the average playback time of different videos to identify internal benchmarks.

Relevant showcase dashboard

Number of video views

Which videos are particularly interesting?

In combination with the average playback time, the analysis of the specific number of views of a single video is particularly exciting. Such viewing will help you quickly identify your most popular videos. However, if a video has a lot of views, but the playback time is significantly lower than the average, this indicates dissatisfied users. Possible causes could be, for example, a misleading title, a bad description or a click-optimized video thumbnail, which aroused false expectations in the user with regard to the content of the video.

Performance indicators / recommendation for action

Take a critical look at your videos with the most or fewest video views in a defined period of time to gain valuable new insights for your YouTube marketing strategy.

Relevant showcase dashboard

Audience retention

Do my videos captivate the audience?

Viewer retention is another important YouTube KPI that can initially be monitored in a standardized manner using the average playback time already mentioned. In addition, however, it makes sense to take a close look at the detailed history of individual videos. In our KPI example on the left, e.g. It is noticeable, for example, that approx. 50% of the users finish the video in the first 30 seconds. Is this normal compared to other videos? Has the video been described in a misleading way? Is the introduction just too boring? Is the video quality worse than usual? The causes can again be very different here.

Performance indicators / recommendation for action

A detailed analysis of the audience loyalty for your individual videos will help you to maintain the interest of your viewers in the future and to identify potential problems.

Relevant showcase dashboard

Video engagements

How do viewers react to my videos?

As on any other social media platform, engagements (interactions such as likes, dislikes, shares or comments) are also a key success factor on YouTube. The pure number of video views does not seem to play a major role in the YouTube algorithm, for example. Much more important are active users who stay on the video for as long as possible and also deal with it intensively. Therefore, questions are often asked in many YouTube videos and the user is asked to answer them in the comments.

Performance indicators / recommendation for action

Determine your average engagement rate and take a closer look at your videos with the most views or engagements. Is there a correlation? Experiment with different measures to increase the number of engagements of your viewers.

Relevant showcase dashboard

Number of subscribers

How many subscribers do you gain per week?

After our first 4 YouTube metrics have primarily dealt with video performance, we now look at specific metrics for your YouTube channel. Probably the most obvious but one of the most important KPIs for YouTube channels is the number of subscribers. Monitor the development of both won and lost subscribers in detail - we have shown this on a weekly basis as an example. Ultimately, the number of your subscribers significantly influences your potential (organic) reach of newly published videos (without taking into account potential other access sources).

Performance indicators / recommendation for action

Define clear goals for how many new subscribers you would like to acquire in a certain period of time. In addition to strategies for acquiring subscribers, develop and test measures to retain subscribers in your channel over the long term.

Relevant showcase dashboard

Daily active users (DAU)

How many users are active every day?

The Daily Active Users (DAU) - the number of daily users - is generally a very important indicator for all social networks. For example, YouTube had over 30 million daily active users in 2018. This key figure can also be transferred to a single YouTube channel. In addition, the relationship between subscribers and DAUs is very interesting, because the higher the proportion of DAUs, the more very active subscribers (so-called heavy users) you have already won. These are often of central importance for the development of the popularity and reach of a channel, as they often act as opinion leaders or trendsetters, for example. If you do not publish new videos every day, you can also fall back on WAUs (weekly active users).

Performance indicators / recommendation for action

In addition to the development of the daily views of your channel, you should also monitor the DAUs, as these are of central importance for the sustainable growth of your channel.

Relevant showcase dashboard

Access Sources

How do viewers find your YouTube videos?

In addition to the already mentioned organic reach of newly published videos, which is primarily influenced by the number of your subscribers, other internal and external access sources play a central role. Internal access sources can be, for example, YouTube search, suggested videos or playlists. Potential external sources of access are direct access, Google Search or Facebook. Analyze and optimize your videos with regard to the access sources that are most relevant to you. You can increase the number of hits via the YouTube search, for example, by integrating relevant search queries in the title and description of the videos.

Performance indicators / recommendation for action

First, analyze the current status of the access distribution of your YouTube channel. Then, taking the cost-benefit ratio into account, decide which specific access sources you want to increase in order to increase the reach of your channel in the long term.

Relevant showcase dashboard
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Subscriber demographics

Who exactly are my YouTube subscribers?

It makes a lot of sense to take a closer look at the existing demographics of your subscribers. On the one hand, you can use this data to check your previously defined target group and, on the other hand, to obtain potentially valuable new information about your subscribers. We have shown this as an example for the age and gender of your subscribers. B. also take a closer look at the geographical locations. In addition, YouTube provides many other useful technical details about the subscribers, for example which device or operating system you are using for your access.

Performance indicators / recommendation for action

Analyze the demographic and technical data of your subscribers in detail and consider the new findings for your future YouTube strategy.

Relevant showcase dashboard

Top 5 videos by views

Which videos have the most views?

Our last YouTube key figure - the 5 videos with the most views - gives you at a glance which topics on YouTube seem to be particularly interesting for your target group. As previously critically noted, you should never use the number of calls as an individual success indicator, but always look at it with other KPIs such as the average playback time or interaction rate. Ultimately, our last YouTube KPI example should once again clarify the basic procedure: Analyze your most successful videos in detail and develop best practices for your future videos.

Performance indicators / recommendation for action

Draw the right conclusions for the future from the existing data of your most successful, but also of the less successful videos. The goal should be to create high-quality video content with above-average interaction rates.

Relevant showcase dashboard


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