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DIGITAL MARKETING NEWS

Martech Mashup: New YouTube Analytics

YouTube is launching a new Studio Dashboard and adding three data measures for creators to analyse.

First impressions

Whenever a viewer sees a video thumbnail within YouTube, it will be registered as an ‘impression’. Thumbnail impressions will be reported from home pages, subscription feeds, search results, and the “up next” section.

Most marketers will recognise the term from other platforms, and understand how that information will be inherently useful for analysing the success of images and titles.

This will feed into the next new metric: ‘impressions click-through rate’. As a simple percentage, it’ll allow easy comparisons across examples.

From views to viewers

‘Unique viewers’ is a third new metric: it distinguishes between total views and those which are probably repeat visits from the same folks.

The unique viewer metric promises to collate info from across devices, tracking a single user from desktop to mobile and beyond.

New look Studio

The new metrics come as features on a new look Studio GUI for YouTubers.

As a ‘one stop shop’, the new YouTube Studio is set to be the default creator interface. While you may be given the option to revert to the Creator Studio Classic, new features and metrics may be limited.

YouTube says they’re trying to make Studio ‘more efficient, empowering and enjoyable’ for users—is this a step in the right direction?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.

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