31 January 2017 | Melanie Kamdar

YouTube University #4 YouTube Integration with Google Analytics

Welcome to our YouTube University series. In this series of blog posts, we introduce you to the importance of video content in your marketing strategy and how to optimise it.

In our last post, we looked at how to optimise your individual YouTube videos.  Today we are going to look at how you can tag your videos and track their performance using Google Analytics.

 

Benefits of Tracking Your YouTube Data

We have already established how optimising your YouTube channel can help your video content. If you have a YouTube channel then adding this to your Google Analytics data tracking can prove to be an invaluable source of information. First of all, the data can show you how people have found your YouTube Channel through the acquisition filter.  You can also gain insight into how people have interacted with your individual videos. This measurement of engagement is really important when it comes to planning your future video strategy.

By setting up goals in your YouTube analytics you can see what the conversion rate of each video is, as well as which were the highest traffic drivers to your website.  Again the data about the best converting videos can plug straight into your future strategy, so you have a clear picture of what you should be doing more of.  Likewise, those with poor engagement and conversions should provide valuable information about what not to do.

 

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YouTube Integration with Google Analytics

In order to integrate your YouTube videos with your Google Analytics account you need to ensure that your videos are hosted on your own YouTube channel.  If you upload a video and don’t already have a YouTube channel, then you will be prompted to create one. This is a simple process and Google have developed a quick guide to get you started.

The next step is to add your Google Analytics property ID into the advanced settings section of your YouTube channel. This process is the same, even if you are using Google Tag Manager. Then simply create a new custom filtered view to enable you to isolate the user data from your YouTube Channel.

In addition to the Google Analytics data, YouTube itself provides excellent reports about the performance of your videos and channels.   You can use YouTube analytics to see the following:-

  • The number of subscribers to your channel
  • Like and dislikes of your YouTubes videos
  • Comments by people who have watched your videos

In order to maximise your engagement and conversions on your video content, make sure you are promoting your video content through your social channels.  You can post links to your videos on your corporate Facebook, Twitter and Linked In accounts as well as sending the video content to your audience through email campaigns.

If you are looking for some help with developing your video content strategy, and/or integrating your YouTube Channel with your Google Analytics, why not talk to one of our video experts here at Tamar?  We can ensure that your video content marketing is feeding into your overall SEO strategy so that your website benefits from the dynamic content that you are creating.

Melanie Kamdar

Client Services Director at Tamar.