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YouTube has today launched a new analytics tool that it claims will make it easier to discover who is watching your videos.

The new interface, called YouTube Analytics, offers the same data currently available through Insight, but it will be presented in a more user-friendly way.

The new features include an overview that provides all the important information quickly, while also giving easy access to more detailed information.

A blog post from YouTube product manager Ted Hamilton also announced the following upgrades:

  • More Detailed Reports: Analytics now includes more detailed statistics so that you can have a more precise understanding of your content and audiences.
  • Audience Builders: Discover which videos are driving the most views and subscriptions.
  • Audience Retention: See how far viewers are watching through your video in the new audience retention report.

This is what the new interface will look like:

Summary report

The summary shows top line results from the main reports in YouTube Analytics, giving you convenient access to key performance metrics for your content.

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New Tools

YouTube has developed a new data filter that can be applied to all reports, allowing you to filter by content, geography and date. You can select from a predetermined date range, or create a custom range.

It has also added a line chart feature that will be applied to most reports by default, it simply captures the distribution of a metric over the specified date range. 

Analytics allows you to apply data points in daily, weekly or monthly increments and compare metrics against one another.

One of the most interesting new tools is the interactive map, which allows you to filter data by country. Hovering your mouse over a specific country on the global map will pull up the data for that nation. 

The distribution is also visually indicated by the darkness of the shade of a particular country, so, for example, the map above indicates that this particular user receives a high proportion of views in the United States and Germany.

YouTube says it has also upgraded the download report function so that it only downloads the data displayed on the report, rather than all the data on your account.

This seems to be common sense, but will be a welcome upgrade for YouTube users.

The small print

YouTube says that not all reports are available on all data filters:

  • The subscription report is available only on the channel and video levels.
  • Call to action, audience retention, and live events reports are available only on the video level.
  • If this is the case, data will not be displayed and you will be asked to select a channel or a video in the content field.
So what does this mean for you?

YouTube has produced a useful infographic (shown at the bottom of this post) to summarise the updates and explain what it is trying to achieve.

There have been some really innovative YouTube campaigns this year, so hopefully the new metrics will encourage brands to be more experimental with their content.

Analytics also forms part of a larger overhaul of YouTube’s interface. We reported on the leak of a new design earlier this month.

David Moth

Published 30 November, 2011 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

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