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C h a p t e r 1 9 Tracking Performance 215

link to see all the results for that query, and where your video appears on the results
list.

Tip

If you’d prefer to see the location of where the video was viewed—YouTube
watch page, YouTube channel page, embedded player, or mobile device—
pull down the list above the chart and select Location of Player When
Viewed.

Of all these more advanced metrics, I think Discovery might be the most impor-
tant. It’s key to determine how viewers find your videos; until you know this infor-
mation, it’s impossible to determine how to promote your YouTube videos.

For example, if you find that the majority of viewers discover a video by searching
on Google, you know that you need to optimize future videos for Google search. In
this instance, you’re further empowered by Insight’s listing of what keywords your
viewers searched for. With this knowledge in hand, you can make sure to include
the most popular keywords in the descriptions of subsequent YouTube videos.

Alternatively, you can use the Discovery tool to determine why a particular video
performs less well than others. Look at how viewers did (or, more importantly, did-
n’t) find a less viewed video, and you’ll find out areas where you need to improve. If,
for example, a video didn’t pull well via Google search, you know that you need to
pay more attention to keywords in future video descriptions.

The key is to determine how viewers find out about your videos—and then exploit
that information.

Demographics

The Demographics tab, shown in Figure 19.8, tells you the age and gender break-
down of the video’s audience. The left hand bar graph displays age ranges; select
Male or Female to see age ranges by gender. The pie chart on the right shows the
gender breakdown.

Note

YouTube only knows demographic information for videos viewed on its own
site, not for videos embedded on other sites. That’s because it gets its
demographic information directly from its own subscribers; the information
is only as accurate as what YouTube’s members supply.