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Chapter 23 Using Call-to-Action Overlays on Your Videos 259

You also want to track other website metrics leading from the overlay, including
unique visitors, time on site, and conversions. This last one is particularly important
if you’re hoping to drive sales from viewers of your video.

Finally, YouTube generates key metrics for its overlays as part of the Insight analyt-
ics service. Go to the Insights page for the selected video and display the Call-to-
Action tab, shown in Figure 23.3. This page displays the number of clicks the
overlay received, as well as the most clicked URLs for the overlay. You can also view
impressions and click-through-rate for the overlay.

Figure 23.3 Viewing Insight statistics for a Call-to-Action Overlay.

The Big Picture

When you want to link directly from a YouTube video to your own website, your
only course of action is to first advertise the video, using YouTube’s Promoted
Videos program, and then add a Call-to-Action Overlay. These overlays can only be
displayed on promoted videos, and let you create clickable links to off-YouTube
websites.

For this reason, many businesses are creating minimal advertising programs for
their videos, for the sole purpose of then being able to add clickable overlays to
those videos. It’s a great way to drive traffic directly from a video to your website.