YouTube Provides New Analytics Choices to Present Extra Context on Memberships, Income and Extra
YouTube has added a number of new analytics tools to give YouTubers more insight into how their uploads are performing, channel membership growth, specific sales impact, and more.
First up is the new member insights, which shows the total number and active members over the selected time period.
The important thing to note is that this pays members through channel memberships, not channel subscribers who follow your channel but watch your videos for free. Channel memberships allow viewers to join your channel through monthly payments and receive member-only perks like badges, emojis, and other merchandise.
As explained by YouTube:
“When YouTubers come up to us and talk to us about memberships, they usually ask, ‘How are my memberships developing over time?’, ‘Which of my videos helped me gain or lose more members than usual?’ and the third is ‘does it help if I remind my audience to become a paying member?’ “
This new graphic will help answer these questions and give you a deeper look into membership activity.
You can also get data on the total number of active, gained, and lost members over time, which can provide more information on how your efforts to increase membership are going or how each of your uploads is affecting your membership.
YouTube is also making its “Other Channels Your Audience Is Watching” and “Other Videos Your Audience Is Watching” entries available on mobile devices. Both entries are currently available on the desktop, but will now also be available in the Audience tab on mobile devices.
It also makes the explanation of video performance in Analytics more visible on the desktop.
As you can see here, channel managers are now seeing upfront explanations about the data presented, which should provide more context for managing their content.
YouTube also adds further insights into revenue changes and highlights possible shifts by viewer region.
As explained by YouTube:
“If sales go up or down because the audience has moved to a country with a higher or lower CPM, we’ll point it out.”
Variable tax laws and procedures have different effects on YouTube revenue. To be more transparent about such impacts, YouTube would now like to provide more accurate data on the regional impacts in your process.
Finally, YouTube added a new Post Engagement Metrics ad that shows votes and likes for the channel’s top posts over the past 28 days.
The new options are mostly tweaks and refinements to the tools available, but they help provide more context on how the YouTube channel is performing and how to adapt your strategy to the key changes.
How you use each element in your approach will depend on your analysis of the numbers and the goal you are trying to achieve, but more data can only help develop a better strategy for improving your video performance.