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Metrics in YouTube Analytics: how to measure the impact of your webinars on YouTube

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Metrics in YouTube Analytics: how to measure the impact of your webinars on YouTube

You Tube Analytics is the tool that allows you to analyze and introduce the improvements that will make you gain views, improve engagement and increase your clickthrough rate. It is everything you need toget the expected performance of that webinarthat you have prepared with so much care.

But to be able to use the metrics in YouTube Analytics, it is important to be clear about your objectives, make a good definition of indicators and know how to act accordingly, if the results of the analysis are not as expected.

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list_altIndex of contents
What is a webinar and what are the advantages of doing it on YouTube
The objectives of a webinar: definition and examples
Key metrics in YouTube Analytics to measure webinars ordered by objectives
Tips and tools to improve metrics:
Measuring is as important as setting the goals to be achieved with your webinar on YouTube
What is a webinar and what are the advantages of doing it on YouTube
With an inbound IT Directors Managers Email Lists strategy in place in your company, it is likely that you are already using the webinar as a resource to offer quality content through a medium other than written. If you have heard of this marketing tool, but are still not entirely clear on what it is, I recommend that you read this article .

Those who resort to the webinar seek to organize an online conference or workshop that is presented interactively thanks to the support of an internet platform. In real time, users attending the webinar can post comments or ask questions.

Although a webinar takes place live, it is often recorded so that it can be shared as a piece of content in the future.

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Among the decisions to be made in relation to the webinar is the one linked to the choice of the platform on which it will be broadcast. One of them is YouTube, which has around two billion active users per month. In addition to this advantage, YouTube makes it easier to attract traffic to your website and video segmentation. Another benefit has to do with YouTube Live, the section of the platform that allows the transmission of videos, which is very easy to access.

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The objectives of a webinar: definition and examples
Now that you know what a webinar is, how to do it, and what platform you can use to broadcast it, remember the importance of setting goals. As in any marketing action, when designing a webinar you have to consider the objectives to be achieved.

It is important to pay close attention and dedication to this point, since the objectives of the marketing plan will be the ones that guide us in the actions to be carried out and, in addition, will serve as a reference point to measure the effectiveness of all the actions that are carried out. have to launch.

Failure in its definition would lead us to an unrealistic strategy and not at all aligned with the way of thinking of the company, as explained in this post on how to define the objectives of a Forex Email List plan . Although it is easy to avoid the most common mistakes in this process if you follow these steps:

Do a study of the company and its general goals.
Carry out a benchmarking of the competition and their strategies.
Define the buyer person.
Perform a SWOT analysis.
Be clear about the available budget.
If you want to know the impact of webinars or videos on YouTube , to do this, it is first necessary to specify what you want to achieve by sharing information with users through this means and interacting with them in this way. Only in this way will it be possible to know what to measure. There are four key questions when developing video marketing:

What is your main marketing objective for this campaign?
What are the KPIs for that marketing objective?
What are the best video analytics to measure KPIs?
How will you optimize for engagement?
Once all this is clear, it is convenient to consider the definition of the indicators that will give us the key YouTube Analytics metrics to monitor results .

Examples of possible webinar goals and their metrics
If you are clear about the importance of defining objectives in order to measure the impact of your webinar with YouTube Analytics metrics , but you lack inspiration, here are some examples to help you move forward:

ICC _-_ TABLE_KPIs

Visits count. It makes it possible to find out how many times your webinar has been viewed. It is important if your goal is to gain relevance. Of all the metrics, it turns out to be one of the most attractive due to how easy it is to measure. Be aware that different platforms sometimes count views differently . For example, in the case of YouTube, 30 seconds of viewing is required to be considered a visit.
Reproduction rate. It allows you to discover the number of people who watched the webinar compared to the number of people who had the opportunity to watch it, and it is related to popularity. A low replay rate would reveal that the webinar is not attracting as many viewers as it could and that adjustments are required.
Display rate. Reports on the proportion of the webinar that users actually watch . It’s the only way to find out if the stream is skipped to the climax of the content or if everything is displayed. It may be necessary to take it into account if your goal is to gain engagement.
Clickthrough rate. Also called “click for ratings,” it is the percentage of users who click on the webinar’s call-to-action and visit another page . If the goal of uploading this content to YouTube is to drive traffic to the company’s website, the click-through rate may be the most important metric to consider in this marketing initiative.
Conversion rate. Measuring it serves to know what percentage of participants in the webinar or users who decide to view it in a delayed manner become customers . Although this metric is sometimes difficult to monitor, it can be very relevant, depending on the purpose of your ongoing campaign, for example if your goal is to increase sales.
Key metrics in YouTube Analytics to measure webinars ordered by objectives
The metrics in YouTube Analytics that help you measure the impact of your webinars are a key element of your marketing campaign. Therefore, complementing the examples that we have just listed, we have compiled the most relevant metrics, explaining what they are and what information they provide us with. They are as follows:

Consciousness
These are metrics that help you discover if your webinars contribute to generating brand awareness for your company. In this group are the following:

Subscribers : number of users subscribed to your channel.
Registered and attendees : number of users who sign up for the webinar and participate in it.
Visits: number of visits this publication receives.
Unique visits: number of pages that the same user has viewed.
Play rate: the number of people who viewed the content compared to the number of people who had the opportunity to view it and did not.
Social Shares and Interactions: Reveals how many times something about the webinar has been shared or mentioned on social media.
Traffic per channel : discover through which channels users arrive at the webinar.
Demographic data : informs about data related to the age, gender or occupation of the users who access the content.
Investigation
These are metrics that help to carry out a more in-depth analysis of user interactions with the content and their interest in the webinar. They are as follows:

Audience retention – Provides information about the relevance of the content to users.
Average Watch Time: Reveals the number of minutes watched compared to the total duration of the webinar and serves as an average.
Average duration of a view : reports on the average time that a user watches the webinar.
Action
This set of metrics serves to better understand the effectiveness of the ongoing campaign and confirms whether the cause-and-effect relationship expected in each case is being met. They are as follows:

Clickthrough rate : it is the percentage of viewers who click on the call to action of the webinar and arrive at the landing page designed for this purpose.
Conversion rate: reveals the percentage of users who convert to customers.
Tips and tools to improve metrics:
In the previous section we have described the metrics you need to measure the impact of your webinars thanks to the metrics in YouTube Analytics and, in this section, we will focus on how to improve them. If you are already obtaining information thanks to the established indicators, but the data that comes to you is not as good as you expected, take note of these tips:

Consciousness
Subscribers . To gain subscribers and keep existing ones, the key is content. Betting on the highest quality and knowing the audience well to align with their expectations and solve their pain points is essential.
Registered and attendees . Your promotional efforts can skew views – do you know if your most viewed webinars are really the most popular, or have you simply put more effort into promoting them?
Visits . YouTube recommends paying special attention to the first 15 seconds of videos. Did you know that the presentation is the part of a webinar with the highest abandonment rate?
Unique visits . It is a fact that you can improve considering that long videos can be effective, but only if the content proves it.
Play rate . Small considerations such as the selection of previews of the content (thumbnails), its size or location can affect the speed of playing the delayed webinar. Experimenting with different variations of each of these elements could be the difference between a lost viewer and a won viewer.
Interactions and social shares . It seems logical, but you have to make sure that the webinar is easy to share. Is yours share-friendly?
Traffic channels . Knowing who your buyer persona is will facilitate the task of finding the most appropriate channels. Have you worked on their profile or profiles?
Demographic data . Knowing your audience will lead you to make more informed and specific marketing decisions. Also to access markets that you had not previously considered. Armed with the insight that this data brings, you can adjust the tone of the webinar to bring it back to the expected demographic, target that new-found audience, or find a way to please everyone.
Investigation
Audience retention: aligning content with the context of the page can help you improve results.
Average viewing time: sometimes it is not a content problem, but a language problem. Offering a narration in different languages ​​or its simultaneous translation can work.
Average duration of a visualization . To make it longer, pay attention to when the user stops seeing your content. In this way, it is possible to rework them accordingly and minimize the problem.
Action
Clickthrough rate . Again, the keys are alignment and contextualization. Using actionable language and simplifying as much as possible are tactics that pay off.
Conversion rate . Have you taken into account that devices affect the types of content that people see on YouTube?Do you know that they also affect the way users interact online in general? Mobile device users tend to watch on the go, so they go for small videos, webinars of more limited duration. Desktop users, meanwhile, are more likely to buy things online. So if conversions are your goal, you need to serve that market. For example, if you have an online store, product videos can increase your sales. In any case, how you optimize your conversion rate with webinars and videos will largely depend on your product and industry. If for ecommerce you had to focus on products, in the case of a B2B company,
Measuring is as important as setting the goals to be achieved with your webinar on YouTube
There is no doubt about the importance of setting goals for your webinar or video strategy and choosing the most appropriate YouTube Analytics metrics to measure impact and make adjustments. YouTube is a medium that offers great advantages, which can be better used if the purpose of each campaign is clear and the tools are available to monitor its progress.

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