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- Welcome back to the
Coffee With Cannell show.
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We're gonna be talking
about YouTube analytics.
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If you want to have a
successful YouTube channel
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you have to fall in love with data.
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I really believe that.
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What gets measured gets improved.
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In this video I'm gonna
be sharing 10 analytics
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that I look at once the
video has been published
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so I can understand how it performed
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and how I can make data-driven decisions.
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So that my next video is
hopefully my best video
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and I can get more
views, more subscribers,
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and even earn more money
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because I'm paying attention to the data.
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You got to just press Record.
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So let's get straight into it.
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What you do as you go
into your YouTube studio
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in the back end.
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And one of the ways you can get
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to a specific video is just do a search.
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I'm gonna look up a video
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called Amazing Home Office Design Ideas.
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When you search it
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you can click the little
analytics graphic right here
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and it takes you straight
to the video analytics.
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This video, we're gonna be
talking about 10 analytics
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that we look out on a specific video.
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And number one is how
does this video compare
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to my typical video performance?
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You can see this in a couple
of ways right here on screen.
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You can see this little
gray line and the gray line
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is how the video typically performs.
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And if I hover on that
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that's how the video typically performs.
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The blue line is showing that
this video is outperforming
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the typical performance.
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Additionally, it gives you
a green arrow right here
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and a green arrow here
on views and watch time
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to say that this video
is getting 62,000 views.
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Then more since published
so far and on watch time
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and you can click that
to get another graph.
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You can click through
these tabs right here.
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It also is up so this video is crushing.
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That's the first question I asked,
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like how is this video doing
compared to a typical video?
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Now this video was doing
well kind of from the start
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but I've noticed a trend
that videos are breaking out.
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Sometimes it takes a month, 30 days
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sometimes 45 days, 60 days.
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And so what's been interesting
is you have to have patience
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do the right things, good title titles,
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good thumbnails, good content.
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And sometimes it takes a while
for a video to break out.
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The second question is,
is this video gaining
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or losing subscribers?
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In this case this one video
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has grown the Think Media channel
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by 759 subscribers so far.
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A lot of times, sometimes going live
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sometimes pointing out a video
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that doesn't really
resonate with your audience
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might actually have a
minus subscribers there.
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You wanna pay attention to that.
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And sometimes you still
may be okay with it
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because over time it might
lose subscribers at first,
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eventually gained them later
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but you should be paying attention.
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How's this content resonating
my current subscribers.
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Number three, what are the key moments
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for audience retention?
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Now, this is a very powerful graph
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that actually shows where the content is.
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Maybe losing attention if
it's holding attention,
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it shows you spikes.
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Notice this it says two spikes.
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So these two spikes right here
are probably people scrolling
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through because what
this video ultimately is,
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is a compilation of three
different office tours.
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It's my office tour, by
the way, if you're looking
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for some home office
upgrades and you're looking
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for kind of how we do our home offices
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you've got my office,
you've got Heather Tours
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on the Think Media team's office.
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Then you have Omar's office.
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So maybe someone starts watching.
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They kind of get bored.
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They skip to the next one.
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And there's also chapter.
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So people can find their
way and skip through.
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That one of the big things here is again,
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key moments for audience retention,
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and I'm asking myself,
"Hey, on my next video,
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how can I potentially do better?
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And what can I learn?"
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Average percentage viewed matters.
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If you can get over 50% of the people
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finishing a video that
can be a great thing.
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Or if you can crack
seven, eight, nine minutes
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that also can be very powerful.
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This is a 30 minute video
so it's a much longer video
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and it is being massively recommended
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by the YouTube algorithm right now.
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So it is definitely performing well.
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Number four is
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how is the video performing
in real time views?
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On the right side of the screen here,
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we're now looking at real-time views.
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Every two days this video is
getting around 4,365 videos.
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And in the last 60 minutes,
this video has gotten 98 views.
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We're on the right side
of the screen over here
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I'll go full screen and zoom in.
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So you can see it maybe a little better.
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On the right side real-time views.
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Browse features is the top traffic source.
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That means that this video is
being shown on the homepage.
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Little bit of YouTube search,
a little bit of external
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a little bit of suggested
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but browse is really
the main traffic source.
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So when this video shows
up on people's home pages
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the thumbnail is very clickable.
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The topic is maybe interesting
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and so long as it gets clicked on
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and then people spend seven
minutes of their time.
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On average watching this video
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the video continues to be recommended.
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And so super powerful.
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Now we're gonna get into the
next few tips in a second
00:04:45
but today's Coffee With Cannell
episode is brought to you
00:04:48
by our brand new limited
time Think Masterclass.
00:04:53
This is a updated class
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for a limited time, and
I'm actually gonna be going
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into how I use one simple
YouTube strategy to turn $130
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into over $19,323
00:05:04
with a single YouTube video.
00:05:06
Link in the description down
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I haven't really shared
this anywhere in this depth.
00:05:11
And if you like these 10 tips on analytics
00:05:14
I'm gonna be specifically going super deep
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on how to earn money from YouTube
00:05:19
not with YouTube AdSense.
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I'm gonna show you how I spent $130.
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What I did after that,
when it comes to YouTube
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and creating a video and exactly
00:05:28
how that investment generated $19,323.
00:05:33
It's gonna be super fun.
00:05:35
And so if you wanna register for that
00:05:36
link in the description down below
00:05:39
and let's keep going with
our YouTube analytics tips.
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Number five is what are
the traffic sources?
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So now up top here
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you've were on the overview
page of a single video.
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And in a future video, we'll
talk about channel analytics
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reviewing your analytics
for the 30 days, 90 days
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where does the reviewing
10 analytics of one upload
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about 40 days after the video came out?
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So now I wanna know this
is the overview page.
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I'm gonna click on reach here.
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This is gonna give me some new data.
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The next question I'm asking number five
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is what are the traffic sources?
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So as I scroll down
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there's this really
important graph right here.
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Where are the traffic sources?
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We discovered that browse features
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73% of the views are coming
from browse features.
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If I hover over this little i
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it tells me what the traffic source is.
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And so this traffic source
is homepage home screen views
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also subscription feed and
other browsing features.
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So great, so this video
is really generating
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from traffic sources.
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Furthermore, on this right side here
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it's actually really
powerful to see impressions
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and how they lead to watch time.
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76% of these impressions have come
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from YouTube recommending my content.
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Now, how do you influence that?
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It says you can increase the chance
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of YouTube suggesting your content
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by increasing your click-through rate
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and your view video watch time.
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So click through rate is a little low 2.7
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but the average view duration,
the video watch time,
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is seven minutes and 21 seconds.
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So YouTube is like, man,
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that's a lot of time on platform.
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We're gonna recommend this video.
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So I like to check my traffic sources.
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I like to see where
impressions are coming from.
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And I like to look at
the click-through rate.
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Now back up top here on the reach tab
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of a single video inside of my analytics
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I'm clicking on
impressions-click through rate
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and you can actually see
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as the video has been
released day after day
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what kind of click-through
rate has it been getting?
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And it's been 2.8, 3.1.
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You know, a good click-through
rate is over 10%.
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If you can get over 15
or 16% and hold that
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you basically have a
viral video on your hands.
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Now this might be a
niche topic a little bit
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with home office design ideas
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maybe the length that's
kind of intimidating
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to click on a 30 minute video.
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So really if your
click-through rate is high
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and your average view duration is high
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then you're gonna have
a banger on your hands.
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You're gonna hack the YouTube
algorithm and blow it up.
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If one of those two things is high
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you're also gonna blow it up.
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So that's what I like to definitely see.
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What's the click-through rate?
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What can I learn from next time?
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I think the thumbnail
is pretty phenomenal.
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I think that the title is also very good
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but the topic may not have
been as widely interesting
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to our subscribers.
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And here's the interesting thing.
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Like if you got a breakout video
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like this blue line right here
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that looks like it's not gonna stop.
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I mean, live with it like that's great,
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but always asking, man how
can I make that higher?
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And in my opinion topic would be probably
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the biggest influence of that.
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Not necessarily title and thumbnail
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'cause I think both of those are strong.
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Number seven, I'm gonna ask
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what's the average view duration?
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We've asked that, but we're gonna go
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to the next tab over that's engagement.
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And we have our total watch time hours
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10,800
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watch time hours.
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And I wanna encourage you
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naturally this was released
on a level large channel
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that already had big influence.
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It took a long time to
build that influence.
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You gotta start before you're ready,
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start messy, start posting videos
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and build your channel
one subscriber at a time.
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But I think this also shows the power
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of even just one video.
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If you wanna get monetized,
get a thousand subscribers
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get 4,000 hours of watch time.
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This one video has
accomplished that result
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and it's also 30 minutes long.
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So remember you're always one video away
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from potentially reaching
your next YouTube goal.
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And if you put out the right
video at the right time
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with the right title
and the right thumbnail
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with the right content,
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then you can see incredible things happen.
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So next though, I wanna ask
about average view duration.
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This is a huge metric.
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Like the two big levers
are click-through rate
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and average view duration.
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This one has three minutes and 31 seconds
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more than usual, as
far as the performance.
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And you actually can
see the gray line here
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of my typical performance on
the Think Media YouTube channel
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is around three minutes and 53 seconds
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to about four minutes and 30 seconds.
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And then the pink line is
how this video is performing
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and how much time people
spend watching this video.
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So again, this is the metric.
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If you're curious, man, how
do I hack the algorithm?
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This is the metric on this
video that led to the result.
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People are spending seven
minutes and 37 seconds
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of their hard one time
hanging out on this video
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not why watching the
expanse on Amazon prime,
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not watching Queen's gambit on Netflix,
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seven minutes and 37 seconds.
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And that's average view duration.
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Some of course are spending longer
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and that's holding the
average viewer that clicks
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on this video is spending that much time.
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So huge metric that you wanna think about
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how do I increase that?
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And let's get to number eight.
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So now we're gonna click audience
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and this one's not talked about a lot.
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But this one is the
average views per viewer.
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See it says right here, the
average views per viewer.
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So the average views per viewer
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is the average number of times
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a viewer watch this particular
video in this period.
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So the question I'm asking is
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how many videos is the
average viewer Watch?
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This is just off this video.
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This is one that I want to increase
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and that can really help your channel.
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What does it mean?
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It means that if somebody
clicks on one of your videos
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do they watch a second, a
third or fourth of fifth?
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Do they stay on your
channel and watch 10 videos?
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If you can increase that
average views per viewer number
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it really can be a game changer.
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In this case, people barely watch two.
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And if they find this video
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maybe their mindset may be suggested,
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maybe getting distracted,
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maybe ending their viewing session.
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They're not necessarily
binging a whole bunch
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of different videos, a way to
see how this really works well
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would be like one of my
favorite YouTube channels
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called Daily Dose of the Internet.
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They have a couple of smart
things going for them.
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One, their YouTube videos are very short,
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three, four minutes.
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Two, they really pull fair use
content from a lot of places
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and they consolidate like
really entertaining clips.
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Three, they're kind of
just pleasant, entertaining
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low mental fatigue, watchable videos.
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But also because they're short,
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I oftentimes play one on my smart TV
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when we're making dinner or something
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and then suggested to me as a
second, third, fourth or fifth
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because maybe it takes 25
minutes to prepare dinner.
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So we watched like five or six of them
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and they're just super entertaining.
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It replaces the old ones
'cause it comes out daily.
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So I wouldn't be surprised
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that their average view per
viewer is like five views
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or 10 or a lot more.
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So to me, that is are you creating content
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that somebody could
watch one video, love it,
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and then want to do a bingeable
session on your channel?
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Be like, that was awesome and
they wanna watch another one.
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In some cases, Think Media
creates searchable content.
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One problem, one answer type of content
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and the viewing session might end.
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But whatever possible, if you can create
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kind of bingeable viewing sessions,
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that can be super powerful.
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And that is a metric
that I like to look at.
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If you're getting value
smashed like we're gonna get
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into the last three tips here.
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Number nine is what is my CPM?
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So we can see now we're
gonna click the revenue tab.
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We're studying one video
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and we're going through
these 10 questions.
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I like to ask about every video.
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What's my click-through rate?
00:13:01
What's my average view duration?
00:13:02
What are the traffic sources?
00:13:03
How are the real times views doing?
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Now we're talking about money.
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So what is the CPM?
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So the CPM of this video
is $23 and 64 cents.
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Now this is remarkable because
if you want to make money
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from YouTube ads, you know,
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a lot of times the average
CPM is one to $5 on YouTube.
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So this means how much you're gonna make
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CPM stands for cost per mille and mille
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or mille is a Roman term for a thousand.
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And it means that if ads
play, you're gonna make 2364.
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Now a huge misconception though,
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is that as not how much
money you actually keep
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that is the total amount of
money earned by the video.
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But YouTube takes 45% of that
and you keep 55% of that.
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Your RPM is a much more accurate number.
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That's exactly how much money you earned.
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This number also could be pushed
up because of super chats,
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which could be a lot if you were doing,
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if you were getting super chats
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or people that are kind of tipping you
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'cause they're grateful for your content.
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This is essentially tells me
00:14:04
that every a thousand monetized views
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and what do I mean by monetize?
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Well, maybe an ad doesn't play.
00:14:10
Maybe somebody has an ad blocker.
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It actually, the ad has to be playing
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and seeing you could scroll down
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and see that skippable
ads are the main source
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a little bit of bumper
ads and a few other things
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but the main ones, the bumper
ads and the skippable ads.
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But all that to say is
number nine, what is my CPM?
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And number 10, what is my RPM?
00:14:29
I like to know how much
money is a video earning
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not just how much has it earned so far.
00:14:36
This video is generated at the time
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of recording this $881 and 60 cents.
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But how much money is this compared
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to maybe another video on my channel?
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And the way you influence this,
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it has a lot to do with
topic and audience.
00:14:50
What country is your audience watching in?
00:14:52
How old is your audience
00:14:54
and what is your audience's mindset?
00:14:55
Is it professional audience?
00:14:57
Is it business owners,
real estate investors,
00:14:59
venture capitalists, entrepreneurs,
00:15:01
small business owners,
the creator economy,
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like what is it?
00:15:04
Or is it like kids that want to, you know,
00:15:07
14 year olds that wanna watch cat videos?
00:15:10
It can affect how much
advertisers are willing to pay
00:15:13
to get in front of your audience.
00:15:14
Secondly, though, it's really topic.
00:15:16
So home office design ideas
talking about maybe tech,
00:15:19
home office versus a pranks channel
00:15:22
or maybe a gaming video or something else.
00:15:24
These are the types of things that cover,
00:15:26
that affect your CPM
and therefore your RPM.
00:15:29
So for certain cases, you
may want to create videos
00:15:32
about strategic types of topics.
00:15:34
Some of the highest CPM niches are things
00:15:37
like real estate,
investing, personal finance,
00:15:40
a tech is kind of in the middle.
00:15:42
It's not one of the high ones,
00:15:43
medical, a lot of medicine, doctors,
00:15:47
biohackers, health tips that
can be a high CPM niche.
00:15:51
And then you experiment over time
00:15:53
and you wanna of course, stay
on brand, stay in your niche.
00:15:55
But the selection of what
niche you have on YouTube
00:15:59
could be influenced by your ambitions
00:16:02
when it comes to earning money
from your YouTube channel.
00:16:04
And also the one-off topics.
00:16:06
For Think Media, we help
people with the best tips
00:16:09
and tools for building their
influence with online video.
00:16:11
This is obviously the gear and tech side.
00:16:14
How do you build out your home office
00:16:15
and your battle station?
00:16:16
And we've noticed that sometimes
when you talk about money
00:16:20
it usually drives your CPM up.
00:16:21
If it was like how to
make money on YouTube
00:16:23
that might be a little bit higher.
00:16:24
And then maybe something
else that is just something
00:16:27
about software, although
software is pretty high as well.
00:16:30
And so all of that are
really good questions to ask.
00:16:34
And when I'm asking that, I'm also curious
00:16:36
how much money has this video generated?
00:16:39
You know, to look at one
other video on the channel
00:16:41
there is this video right here how to get,
00:16:44
this was actually a live stream,
00:16:46
but it was how to get
1000 subscribers fast
00:16:48
on the Think Media channel.
00:16:50
And you can actually see
the power of one video.
00:16:52
This video has generated
almost a million views
00:16:54
25,000 new subscribers, $16,591.
00:16:58
And we can see the CPM was $33.
00:17:01
And again, the RPM is
usually about half that
00:17:04
$17 and 76 cents.
00:17:06
So not only is it higher
00:17:07
but then you multiply that
by the views over time.
00:17:10
And that's a pretty good
amount of money earned
00:17:13
from just this one video.
00:17:17
So if you got value out of this video
00:17:20
hit the like button,
and I want to remind you
00:17:22
that today's Coffee With
Cannell is brought to you
00:17:26
by our brand new exclusive web class
00:17:30
where I'm gonna be breaking down
00:17:31
how I use one simple YouTube strategy
00:17:33
to turn $130 into over
19,323 with a single video.
00:17:38
Now I'm actually not really
talking about AdSense.
00:17:41
We just showed you CPM and RPM.
00:17:43
This is not that, this is actually
00:17:44
other monetization strategies
00:17:46
connected to some smart YouTube strategy.
00:17:48
You're gonna love if you wanna watch this.
00:17:50
It's where I go a little bit deeper.
00:17:52
It's an hour-long free class.
00:17:54
Link in the description down below
00:17:56
or you can just go to thinkmasterclass.com
00:17:58
to be a part of the training
00:18:01
and go to that website to register.
00:18:03
(upbeat music)
