Page 115 - Christian Training Guide

Google Analytics Video Metrics

YouTube Visitors

This is a simple metric in Google Analytics and a good starting place available

under Acquisition. Who learned of your web site from YouTube (New visitors) compared to

your other channels? You can drill into Video Campaigns specifically or compare it in the
context of all your existing AdWords Campaigns.

YouTube Referrals

Remember that YouTube is a social channel. So while you will want to review this in the
context of your AdWords campaign in Google Analytics, also compare it to the other social

channels you use to drive traffic – paid and unpaid – as well as other referral sources. From
here, you can view basic engagement metrics as well as also conversions. For example, do

your YouTube visitors complete the goal of signing up for your email newsletter?

Multi-Channel Funnels

You may not see direct conversions with your YouTube visitors, such as immediate email

newsletter sign-ups. Visitors may come to your site but not complete a desired action

during the first visit. With Multi-Channel Funnels, you can see the visitor’s journey through
your website and the influence of video. By understanding the impact of each marketing