We’ve been posting about ways for brands to optimize and promote their content on YouTube, from using metadata and structuring playlists to choosing the appropriate ad formats and turning viewers into subscribers. Now, it’s time to figure out whether (and how) those strategies have been working. This means looking to the numbers to determine success — but what numbers matter most?
According to the YouTube Playbook for Brands, linking Adwords to your brand’s YouTube account(s) is the way to go when it comes to measuring achievement on the video platform. This will bring you to Adwords for video, through which you can look in the “audience” section to view some of the following numbers:
1. Post-Ad Subscribers
Otherwise known as “follow-on” subscribers, these are the people who have decided to subscribe to your brand’s YouTube channel after watching its video advertisement on the platform. This number is important because it indicates a group with deep interest in your brand — enough to turn viewing one video into the desire to see many more.
2. Earned View Count
As with the above number, this one focuses on engagement after ad viewing. Earned views happen each time someone watches one of your brand’s videos after they’ve initially been exposed to your brand through a video advertisement.
3. Traffic Sources
To figure out how much overall traffic is coming from your brand’s ads on the platform, check out “Traffic Sources” data in your analytics. This will cover the above two numbers, but it will also give you a more general figure relating to all those TruView video ads.
4. Website Visits
Perhaps most importantly, this number shows how many of your brand’s YouTube viewers took the crucial step to learning more about your brand in a way that doesn’t necessarily entail entertainment. When your video content can convert a viewer into an on-the-brink customer through a visit to your product site, that’s a true measurement of branded success on the ‘Tube.