Google Spruces Up YouTube Analytics


Sometimes redesigning a technological product suite is like redecorating a house. Once you start with one room, you end up reworking more rooms to complete a look.

Late last month, having launched a revamped Google Analytics solution, a number of mobile search engine updates, and the even more ballyhooed Google+ platform, Google revealed the fruit of its development labor on the YouTube Insights video measurement platform. One might presume Google was following suit with Insights product enhancements. But the Insights update, which came with a new name for the platform -- YouTube Analytics -- is significant for its reflection of deeper market trends.

Google’s focus on its video platform has much to do with increased mobile video viewing. A report from eMarketer said US mobile video viewers reached 45.1 million in 2011 and will hit 78.1 million -- nearly a quarter of the population -- by 2015. In the report, Paul Verna, an eMarketer senior analyst, cited significant sources for that expected growth:

Audience growth over the next four years will come from all demographic segments, but it will be more pronounced among preteen children, older boomers, and seniors. These groups have traditionally lagged teens and younger adults in their video viewing activity, but the gaps will start to close as the market matures.

Add this forecast to YouTube’s search capacity (it's recognized as one of the largest search engines). Mix those points with Google’s introduction of mobile-centric features in its online search engine, and you have a recipe for YouTube Analytics.

To create the platform, Google rearranged some of the YouTube Insights reporting segments with a consideration for mobile and application influences. It revised the user interface so that selectors and buttons control the appearance of charts and graphs, and it eliminated slider graphs for date ranges. That change makes sense to me. The data graphs can now highlight trends at first glance, rather than requiring a long stare. In addition, the slider buttons are large -- ideal when accessing an account via an iPad or Android tablet -- and have a more modern feel.

Reporting segments from the original Insights also appear with a more intuitive graphic appearance. For example, the Discovery segment, meant to reflect where a video is shown, is displayed as a pie chart instead of a stacked chart. The pie chart is an easier view when displaying multiple sources on which a video is being shown. Moreover, Google has labeled the sources more simply -- a straightforward Embedded Player category replaces No Link Referrer Embedded Player, and YouTube Suggested Video is an option.

YouTube Analytics introduces reporting segments but mostly rearranges them. For example, the new segment Engagement replaces Community and groups Likes, Dislikes, and Shares together. Another new segment is Audience Retention, which replaces Hot Spots and reveals how long viewers are watching a video.

Reports are grouped by a standard overview, view, and engagements. These segments are not adjustable like the dashboard in Google Analytics, though you can export data into a CSV format. A new capability is downloading data by report. There is a central reporting bar similar in appearance to Google Analytics.

I think the dashboard improvements are reminiscent of Facebook’s improvements to its analytics tool, Facebook Insights -- adding a few metrics while cleaning up the look. Much of YouTube has been updated with similar appearance changes, making Google’s 2011 mission to revise its online properties a full redecoration of its house.

Pierre DeBois, Founder, Zimana

Pierre DeBois is the founder of Zimana, a small business analytics consultancy that reviews data from Web analytics and social media dashboard solutions, then provides recommendations and Web development action that improves marketing strategy and business profitability. He has conducted analysis for various small businesses and has also provided his business and engineering acumen at various corporations such as Ford Motor Co. He writes analytics articles for AllBusiness.com and Pitney Bowes Smart Essentials and contributes business book reviews for Small Business Trends. Pierre looks forward to providing All Analytics readers tips and insights tailored to small businesses as well as new insights from Web analytics practitioners around the world.

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Re: Why not full Google Analytics integration?
  • 1/2/2012 6:48:29 PM
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I'm sure intergration is coming, but I found that in the mean time, it may be the way that videos are embedded in other sites and may be counted and tracked differently by each application.  

I dont' fully comprehend it yet, but one site gave a way of intergrating the two. 

Source: http://searchengineland.com/how-to-integrate-google-analytics-youtube-76595

Re: Why not full Google Analytics integration?
  • 12/31/2011 10:27:21 AM
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Shawn,

That makes a little more sense. I've just started to dabble in the FB fan page for business use and it is initially tough to gauge crowd interest and source.

Re: Why not full Google Analytics integration?
  • 12/29/2011 11:55:54 PM
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This is for personal use.

Re: Why not full Google Analytics integration?
  • 12/29/2011 11:18:29 PM
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Hi aaphil,

In fact the Insight metrics are primarily for Facebook fan pages created mainly small businesses, companies, organizations, products, brands and the like. Hence these are precisely the kinds of organizations that have an interest in tracking these numbers. These pages are becoming a major tool for marketing taking Facebook beyond its role of simply a personal networking tool.

Re: Why not full Google Analytics integration?
  • 12/29/2011 7:09:17 PM
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ahdand,

Is this for personal use or do you maintain business pages?

Re: Why not full Google Analytics integration?
  • 12/29/2011 7:08:30 PM
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Shawn,

Wouldn't those metrics really only be applicable to business? It seems like regualre users are a little over concerned about that as well.

Re: Why not full Google Analytics integration?
  • 12/29/2011 3:33:32 PM
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Hi Pierre,

Yes, one of the more interesting features of the new FB insight is being able to see the countries of origin for most of the traffic on your page.

Re: Why not full Google Analytics integration?
  • 12/29/2011 11:19:25 AM
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Kickecho, Thank you for sharing that - didn't know about the geograhic roll out, but it makes sense just from first blush.

Re: Why not full Google Analytics integration?
  • 12/29/2011 1:18:27 AM
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Kicheko: Does it have a geographical issue in the roll-out ? Thats some news to me.

Re: Why not full Google Analytics integration?
  • 12/29/2011 1:16:41 AM
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Kicheko: I think its safe to have the old version because the new one looks a bit messy. Anyway I think they will automatically turn all the profiles to one version very soon I guess.

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