I had a great call this week with some members of the Vloggers Lounge, and I was asked a really insightful question about YouTube analytics, specifically, how often I check the data after posting a video, and how I decide what changes to make to a video based on the analytics.

Based on that conversation, I’ll share an insight about YouTube analytics that can help you improve your future videos before you've even pressed record.

After having created 400+ videos over several years, I’ve gotten pretty good at analysing the data and taking steps towards improvement.

So, when exactly do I check my analytics after publishing a video?

Well, here’s the thing: I can be a bit all over the place when it comes to checking my YouTube analytics initially.

Sometimes I repetitively refresh the stats as soon as a video goes live (usually when I think a video might be an outlier), and other times I don’t check the analytics until hours or days later.

However, on the whole, I look at analytics from two perspectives:

1️⃣ Vanity metrics (views, subs, etc.), which, on their own, don’t mean much unless your aim is to work with brands.

2️⃣ Useful insights for current videos I’m working on.

I’ll focus on the second one, as it’s been key to the success of my most popular videos and has helped me replicate that success with similar content.

So here's the thing, when I’m about to create a video similar to ones I’ve already created and published, I go back through those past videos and focus on two key metrics, plus one additional metric as a bonus indicator:

• Retention
• Engagement
• (New Subscribers)

---

Retention

I study the parts of the videos where the drop-offs occurred or where I held people’s attention.

For the drop-offs, here’s what I look for:

• Was I rambling? Was the video too long?
• Was I explaining something too complex for beginners?
• Was I covering information that most viewers already know?
• Did I take too long to get to the point?

---

On the flip side, if the retention graph holds steady I ask myself the following:

• What made people stick around?
• Was there b-roll that helped explain my point?
• Did I tell an engaging story?
• Did I give viewers exactly what they wanted to know (based on the intro and packaging)?

---

These insights help me refine my approach for the next video.

However, sometimes, low retention doesn’t mean a bad video, it just means that some viewers enjoyed the content, got what they came for at a certain point, and didn’t need to keep watching. And that’s totally fine!

But whether the retention is good or bad, these insights help me refine my approach for the next video.

---

Engagement

Engagement is crucial for two reasons:

• Did I resonate with the audience the video was intended for?
• Did they find the video/me relatable?
• Did I give viewers exactly what they came to watch?

A high views-to-likes ratio (mainly in the first 24 hours but also over a period of time) and potentially lots of comments usually means that the topic was spot on for the intended audience, and the topic, packaging, and content worked well together. Viewers got what they expected, and then some. That "and then some" is the emotional connection, which is the cherry on top.

​

If engagement is low (lots of views but few likes/comments), it suggests the packaging didn’t align with the content as well as I hoped. But, it's not always that black and white.

---

New Subscribers

Sometimes, it’s not about views but the quality of those views.

If a video has low views but a high number of new subscribers, I know I hit the right niche and resonated with the right people. Those viewers are likely to want more of that content, so I either create a playlist or expand on one I already have.

---

💡 Here’s a tip: check the comments for questions or pain points your audience is sharing on videos with a high number of new subscribers.

Those comments give great ideas for your next videos, targeting that group who is already engaged.

---

What about other metrics?

Even though I check other business-related data on my channel and other metrics over time, this simple method is how I use YouTube analytics to improve my videos and come up with content ideas.

But the best way to start strong is by truly understanding your audience before you conceptualise or film your videos.

If you want to learn how, I’m hosting an exclusive workshop for Vloggers Lounge members on March 13th, where I’ll dive into how to attract the right audience for the videos you work so hard to create.

Have a great day!

~ Tamara 😌

---

​

​Vloggers Lounge | Beginners Vlogging Handbook | Confidence On Camera

​