YouTube, tens of thousands of content partners and advertisers have used brand channels to build communities around their videos. Thanks to our large audience and the creative options available to channel owners — such as the new mosaic feature used by Volkswagen — YouTube brand channels are now a vital part of our platform, attracting millions of video views every day. And, as brand channels have grown in popularity, understanding channel visitors and their behavior has become increasingly important to partners and advertisers fine-tuning their promotional strategies online.
Today we are integrating Google Analytics with YouTube brand channels. This will give partners and advertisers a much richer and deeper understanding of their channel’s performance by fully enabling Google Analytics reporting on their channel as if it were their own site. While all uploaders can still use YouTube Insight to learn detailed information about their video views and user engagement, now advertisers and partners with brand channels can get even more information about their audience. Brand channel owners can track metrics such as how long visitors stay, repeat visits, bounce rate, and page views per visitor. For those who want to tailor their videos to a specific audience, Google Analytics also provides data about where viewers are located geographically and what languages they speak.
YouTube is the world’s largest focus group, and a brand channel with a strong following can provide tremendous insights into the consumers who interact with your content and your brand. We’ve been working hard to open up YouTube and give you more ways to analyze data, and we think this integration will help you further improve your brand channel’s performance and understand your audience. If you own a brand channel, start experimenting with Google Analytics today — you’ll discover many more exciting things that you can do with your data.