Digital Marketing UNIT IV

Business tools on Linkedin

Millions of advertisers use LinkedIn Ads campaigns to reach their B2B audience.If you are one
of the many companies that still have not leveraged the opportunity to connect with audiences
on this platform, this article is for you.Even seasoned advertisers among us can benefit from a
quick refresher on LinkedIn basics.First, LinkedIn is home to the world’s largest professional
network with 706+ million members in over 200 countries.

Who Will You Find on LinkedIn?

LinkedIn site users/members tend to be educated, affluent, and career-oriented:

 Users are focused on and investing in their careers, educational opportunities, and
networking.

 They are quality audiences in a professional context: leaders, influencers, decision-

makers, buyers, executives.

 Globally, the largest group of users are 25-34 years of age.

 Four out of five people on LinkedIn drive business decisions.

How to Create Your First Campaign with LinkedIn's Campaign Manager

Prerequisites:

Before launching your first campaign, you must have a LinkedIn Page and a Campaign

Manager account. If you already have a LinkedIn Page and a Campaign Manager account

you can set up your campaign.

1. Create a LinkedIn Page

LinkedIn Pages are a free and easy way to establish your brand on LinkedIn. All you need to
get started is a LinkedIn account and a verified email address (we’ll verify if you're eligible
to create a page on your company's behalf).
There are two key benefits to a LinkedIn Page:

1. A LinkedIn Page is required to run Sponsored Content and Sponsored Messaging

campaigns with Campaign Manager.

2. Posting high quality content on your LinkedIn Page will improve your bid in LinkedIn’s
advertising auction. This is because the LinkedIn relevance score rewards marketers who
regularly post content that earns lots of clicks, likes, comments, and shares.

2. Create a Campaign Manager account

Campaign Manager is the advertising platform on LinkedIn. After you create a free account,
the platform will guide you through each step of setting up your first campaign. Learn how to
prepare for your first LinkedIn campaign, and then read on for an overview of the key steps
in this process.

With Campaign Manager, you can select your goal, define your audience and have complete
control over your campaigns, but you’ll need to create an account first. Don’t forget to
associate your LinkedIn Page to your new account!

Now you're ready to get started!

Step 1: Set up your campaign

1. Sign in to Campaign Manager

Campaign Manager is the advertising platform on LinkedIn. After you create a free account,
the platform will guide you through each step of setting up your first campaign. Learn how to
prepare for your first LinkedIn campaign, and then read on for an overview of the key steps
in this process.

Once in Campaign Manager, select “Create” and then select “Campaign”. This will take you
to the campaign creation page.
2. Select a Campaign Group

If it’s your first campaign, we recommend using the default “New Campaign Group”

3. Select your objective

An objective is the action you want your audience to take upon seeing your ad. Selecting
your objective helps show ad formats, features and bid-types that support your objective
during campaign creation. Learn more about the available objectives in Campaign Manager.

4. Build your target audience

With over 850M+ members in over 200 countries, LinkedIn is the world’s largest
professional network. With Campaign Manager’s robust targeting, you can target with
professional traits—like job title, company name, and industry type, or by professional or
personal interests.

You can also customize targeting by bringing in your own data using Matched Audiences—
which includes retargeting, contact targeting, and account-based targeting.

5. Select your ad format

After building your audience, you’ll be asked to choose an ad format for your first campaign.
Depending upon your objective, you can select from the various Sponsored Content formats
(carousel, document, event, single image or video ads in the LinkedIn feed), Message Ads
(ads that show up in LinkedIn messages), or Text Ads.
Next, select your ad placements:

Place your ads on LinkedIn or expand your reach with our trusted 3rd party publishers.

6. Select your budget and schedule

Select the budget, bidding strategy, and schedule that works for your goals. Setting the right
initial budget will help you automate or control costs and validate your marketing strategy.
By adding the LinkedIn Insight Tag to your website, you can track conversions attributed to
your advertising campaigns.

Step 2: Set up your ad(s)

Depending on the ad format you selected, you may need to upload creatives. This may
include the image, headline, URL, and more. Learn more about each ad format’s
requirements and specifications with the LinkedIn Ads Guide.

Step 3: Review & Launch

The final step before launching your first campaign is to review your campaign and add a
payment method. Enter a debit or credit card, save, and your campaign will enter a review
process before launching.

You can also leverage the Forecasted Results guide to estimate the impact of your campaign.
If everything looks right, you’re all set!

Analyzing visitation on LinkedIn

What is conversion tracking?

Conversion Tracking enables you to share your most important customer actions with
LinkedIn to understand exactly how your ads helped drive these conversions. By connecting
conversions to your campaigns, you're also training your ads to find more of those
conversions in the most effective and efficient way.

Website Tag Conversions

A conversion that is captured by a website tag, such as the Insight Tag. These conversions
must happen on your website, and are also called online conversions. For example, a member
clicks on an ad that leads to your website and then fills out a form for a demo request.

Website tag conversions do rely on cookie-based tracking. You can maximize the reliability
of your tracking by sending the same signals through multiple methods, such as the Insight
Tag and Conversions API.

Imported Conversions

A conversion that is connected to LinkedIn from an external source, such as a server, partner
platform, or manual CSV list. These conversions can take place anywhere, both online (on
your website) or offline (on a phone call, in-store, or at a live event). For example, a member
clicks on an ad and 30 days later purchases directly from a Sales representative over the
phone.

Imported conversions do not rely on cookie-based tracking. Sending events via this method
helps minimize signal loss and improve efficiency.

URL/Page Conversions (online-only)

A conversion that happens when a member lands on a specific page on your website. The
most common of these conversions is on a ‘Thank You Page’.

Event Specific Conversions (online-only)

A conversion that happens when a member clicks on a specific event on your website. The
most common of these conversions would be to click submit on form on your website, where
there is no ‘Thank you Page’.

There are several ways to share data with LinkedIn for conversion tracking:
Installing a tag on your website

The LinkedIn Insight Tag is a lightweight piece of JavaScript code for your website. It's free,
and it's the same tag used for other useful LinkedIn tools, like Matched Audiences &
Retargeting.

Installing the tag on your site takes just a few minutes. You only need to do it once and
LinkedIn will capture page visits and clicks on call-to-action buttons. Good news: you can
also use a tag manager to install the tag if that’s easier for you.

Learn more about the Insight Tag.

Manually uploading your conversion data to Campaign Manager

You can manually upload a CSV file of your conversion data directly into Campaign
Manager.

This route doesn’t require any developer resources, and you have full control of your data and
how often you upload it. A daily or weekly upload cadence is highly recommended to ensure
your reporting is as accurate as possible.

Learn more about manual uploads.

Sending your conversion data continuously through an API

You can stream your data directly to LinkedIn, automatically and continuously,
with Conversions API. There are two options:

Partner integration

Choose from a variety of certified LinkedIn Marketing Partners - Google Tag

Manager, Zapier, or Dreamdata - to get set up quickly with Conversions API. Working with a
partner allows you to seamlessly leverage Conversions API and doesn’t require dedicated
developer resources from your team.

We’re also working on expanding integration options with additional platforms like Adobe,
Segment, Tealium, Supermetrics, ActionIQ, Lytics, Switch Growth and more. As these
additional integrations become available, you can visit the LinkedIn Marketing Partner
Directory for the most up to date list.

Learn more about LinkedIn Marketing Partners.

Direct integration

Build a direct integration with Conversions API. For companies interested in managing their
own direct integration, building to the API requires developer resources and ongoing
maintenance.

In three easy steps, you can connect website tag conversions and imported conversions to
Campaign Manager to view all your conversions in one place.

1. Add the LinkedIn Insight Tag to your website

Installing the tag on your site takes just a few minutes. You only need to do it once and
LinkedIn will capture page visits and clicks on call-to-action buttons. Learn about installing
the Insight Tag.

2. Tell us what you want to track

Create a conversion action: a rule that tells LinkedIn what you want to count as a conversion,
like when someone fills out a form or signs up for a free trial on your website. Select which
campaigns you want to associate with the conversion. Once you've got the tag all set up,
you'll be able to track these actions without needing any extra code.

3. Measure and optimize your campaigns

Once you add the conversion to your campaign, you can start recording conversions from that
campaign. You can add as many actions as you like to each campaign.

Creating Business Accounts on Youtube

How to Create a Business Account on YouTube
Creating a YouTube business account can offer a variety of advantages to companies of all
sizes. For many organizations, a YouTube channel can help promote products and services to
prospective clients. Understanding the advantages of a YouTube business account and what
steps you can take to start one can help increase your chances of success. In this article, we
explain the meaning of a YouTube channel, explore how to create a business account on
YouTube, describe some benefits of opening a YouTube channel for an organization, and
provide tips to help you manage a YouTube business account.
What is a YouTube channel?
A YouTube channel is each user's homepage section of the YouTube website or application. It
can allow other users to view the owner's account name, public videos, and description. You
can design your personal YouTube channel with various themes and decide how much
personal information to share. You can also discuss your purpose for creating the channel,
and any other details you want to make public.

Along with a personal YouTube channel, you may also create a YouTube Brand Account.
Businesses and brands may use this type of YouTube account to focus their channel on selling
their products and services or raising brand awareness. A YouTube Brand Account can enable
businesses to establish a presence on the platform under their brand name. Businesses can use
a brand account to build video advertising campaigns, track and measure interaction on their
YouTube channel, and employ multiple page managers to create content for the brand
account.

You can follow these steps to learn how to create a business account on YouTube:

1. Sign up for a Google account

YouTube can create a YouTube channel using the user's Google account login information. If
you already have a Google account or use services such as Google Photos, Gmail, or Google
Drive, you may create a YouTube account using your existing Google account. If you do not
already have a Google account, you can easily create one to use YouTube.

2. Create a YouTube Channel for a business

After logging into YouTube using your Google credentials, you can now create a channel for
the business or brand. To do so, you can sign in to your YouTube account and click the
symbol in the top right corner of the screen. To access your YouTube settings, you can click
the gear button, then select "new channel" followed by "use a company or other name." You
may next enter the business or brand name in the "brand name" field and click "create" to
complete the setup of your YouTube Brand Account.

3. Customize the YouTube brand account

Before releasing material and promoting your YouTube channel, you can design the brand
account to make it appear professional and distinctive. To edit your YouTube channel's
description, you can click the "customize channel" icon at the top of your account page. You
can also modify your YouTube page in various ways, including by adding a description of the
business, its location, the main email address, and any other pertinent information.
When developing the business description, you can incorporate related keywords to help
consumers find them on YouTube. You may also provide links to the business website and
any related social media profiles. This can help users learn more about the company and may
encourage user engagement with the company's online platforms.

4. Determine the type of material you want to create

Creating material that applies to your target audience is usually critical to the success of your
YouTube channel. You can create content in various ways, including through video tutorials,
testimonials, and other sorts of video material. Making diverse content can also help you
maintain the channel's relevance. It's critical to consider the target demographic's preferences
with all content to maintain business or brand awareness.

5. Create a trailer for your channel

By creating a trailer for the business' YouTube channel, you can quickly introduce potential
fans to the brand and inform them about what to expect from your channel. Trailers are
typically brief and provide only essential information about the channel or content.
Understanding the distinct appeal of the channel or products can help you determine what
compels viewers to return to or follow the channel.

6. Post your first YouTube video

One of the final stages in creating the business' YouTube account is to upload videos. You can
create videos that relate to the brand and convey key information using the research you've
conducted on your target audience. After filming and editing your video, you may click the
upload icon on the top right of your account screen to upload it to your channel.

7. Optimize videos for easy searching

YouTube gives options for optimizing your video to make it more easily discoverable by your
target audience. The title, tags, and description areas of a video upload allow you to include
keywords and other important search information that can help your video rank higher on
YouTube. A properly optimized YouTube video may also be more likely to appear in search
engine results, so taking the time to optimize your material can considerably increase the
likelihood of users discovering the channel.

8. Share your YouTube videos with others

Once you have uploaded a video to the company's YouTube account, you can share the link to
the video across all your social media platforms. This typically increases your YouTube
channel's exposure and may attract new visitors. You can also integrate YouTube videos into
your website and set them to play for any new users automatically.

Here are some of the potential benefits of creating a business account on YouTube:

Increase product awareness

Businesses can use YouTube to advertise their products to a potentially large online audience.
This can be especially advantageous for businesses with limited physical distribution
channels, such as those who sell only via the internet. Toymakers, amusement parks, and
theatrical enterprises can all use YouTube to let customers see their products before buying.

Reveal the brand's personality

YouTube can also provide an opportunity to improve a brand's public appeal by
differentiating it from competitors. For instance, a coffee supplier can publish video footage
from coffee tasting events, or interview the people who help select and process the coffee
beans in their place of origin. Some businesses use YouTube to show their expertise in a
certain sector. This may include uploading video tutorials or brief video tips and linking to
videos created by other experts in their field.

Resolve customer concerns

Some businesses also use YouTube to assist their clients. For instance, they may publish
instructional films on how to install their product or use screen capture software to create a
demonstration for users. They can also make videos that address commonly requested
questions or troubleshoot common product issues. It's usually preferable to be proactive by
acknowledging an issue and showing customers how to resolve it. You can use YouTube to
recommend products to individuals who may not be aware of them.

Each day, people use search engines to request specific solutions to specific problems. If your
product addresses a similar need, uploading a video on YouTube displaying it in action can be
an excellent method to bring your product to the attention of those in need.

Here are some tips that can assist you in using a YouTube channel for a business:

Manage feedback
YouTube channels are typically interactive, with users ranking and commenting on videos.
This interaction may be a genuine asset because it provides direct client feedback that you
can act on. To do this effectively, you can monitor and respond to comments and ratings on
your videos. If this isn't possible, it may be prudent to disable comments while uploading a
video.

Demonstrate products' effectiveness

Video is an excellent medium for demonstrating the functionality of your products or
services. You may use YouTube to upload videos showing how to get the most out of your
products. For instance, a coffee roaster may provide video instruction on how to make the
perfect café latte, and a pineapple producer can teach pineapple peeling techniques.

Promote your clients

Some businesses use YouTube to showcase videos of satisfied consumers, either through
testimonials from users or demonstrations of their products in action. A video of customers
discussing the business or showing success with your product might be significantly more
persuasive than a written testimonial. For instance, a film of a personal training client
completing a half marathon can work as an endorsement for the trainer and a tribute to the
client. Similarly, a clothing designer may upload a video of a celebrity wearing one of their
creations at a live event.

YouTube Advertising
Brands advertise on YouTube because it’s the world’s second most popular website,
drawing 2 billion logged-in visitors a month.

If you’re deciding how to allocate your video ad budget, YouTube has the vast reach and
powerful targeting capabilities that make it an undeniably valuable platform across the
customer journey.

But let’s be upfront: YouTube ads aren’t the most intuitive part of your social media
advertising strategy. Rest assured that taking a bit of extra time to learn the fundamentals now
is going to pay off in your ROI later.

In this article we’ll take a look at your ad format options, run through how to set up a video
ad campaign, list up-to-date ad specs, and leave you inspired with best practices from proven
performers..

Types of YouTube ads

To start, let’s take a look at the main types of ads on YouTube, both video and otherwise:

1. Skippable in-stream ads

2. Non-skippable in-stream ads (including bumper ads)
 3. Video discovery ads (formerly known as in-display ads)
4. Non-video ads (i.e., overlays and banners)
If you’ve already been spending time fine-tuning your YouTube marketing strategy, you’re
probably familiar with most of these formats, by virtue of having seen them in action. But
let’s walk through and take a gander at the details.

1. Skippable in-stream video ads

These ads play before or during a video (a.k.a. “pre-roll” or “mid-roll”). Their defining
feature is that viewers can choose to skip them after the first 5 seconds.

As an advertiser, you only pay when viewers choose to keep watching past those first 5
seconds. Your ad must be at least 12 seconds long (though somewhere under 3 minutes is
recommended).

You pay when a person has watched the first 30 seconds, or the whole thing, or if they
interact with your ad by clicking: whichever comes first.

Sidebar: You’ll see the term “TrueView” pop up a lot. TrueView is YouTube’s pet name for
the payment type where you only pay for an ad impression when a user chooses to watch it.
(The other type of TrueView video ad is the discovery ad type, and we’ll give more details on
that below.)

For example, take a look at how B2B company Monday.com uses skippable in-stream ads for
lead generation. On the right, there’s a 5-second countdown to when a viewer can skip the ad.
On the left, you can see plainly how long the ad is (0:33 seconds, in this case.)

Meanwhile, their sign-up CTA shows up in both a companion banner in the top right of the
display, and a video overlay in the bottom left. (Note that even if a viewer skips the video, the
companion banner remains.)
Likewise, B2C online education brand MasterClass uses skippable in-stream pre-roll ads to
promote their memberships. However, theirs run long: this one is nearly 2 minutes.

2. Non-skippable in-stream video ads

Because 76% of people report that they automatically skip ads, some advertisers choose to
run pre-roll or mid-roll ads that don’t have a skip button at all.

When should you do this? When you’re aiming for a wide lift in brand awareness, and you’re
confident that your creative is strong enough to hold your audience’s attention for the full 15
seconds.*

Note that with non-skippable ads, advertisers pay per impression, at CPM (i.e., per 1,000
views).

*Or up to 20 seconds if you’re in India, Malaysia, Mexico, Singapore or EMEA in general.

Bumper ads
At 6 seconds long, bumper ads are a snappy subspecies of non-skippable in-stream ad.
They’re identical in that you pay for impressions, they show up as pre-, mid- or post-roll, and
they’re generally best used for reach and awareness campaigns.

3. Discovery ads

Whereas in-stream ads function something like a traditional TV commercial, discovery ads
are more akin to the ads you see on Google’s search results page. (This makes sense when we
remember that YouTube is as much a search engine as a social platform.)
Discovery ads show up alongside organic search results. So if your video looks more relevant
than the organic results, people can choose to watch it, instead.

Discovery ads include three lines of text along with a thumbnail. When interested people
click on the ad, they’re sent through to your video page or YouTube channel.

Source: ThinkwithGoogle

Sidebar: Discovery ads are also a type of TrueView ad, because people must actively choose
to watch them.

For example, Home Depot Canada has a series of 30-second discovery ads that surface when
users type in relevant search terms:
4. Non-video ads

For advertisers without a budget for video, YouTube offers non-video ads.

 Display ads: appear on the right-hand sidebar, and include an image and text,
alongside a CTA with a link to your website.
 In-video overlay ads: appear floating on top of video content from monetized
YouTube channels.
In an ideal world, both of these ad types appear in conjunction with related content. Of
course, that’s not always the case.

For example, this osteopath’s helpful shoulder exercise video probably falls generally under
“health,” and perhaps so do these ads for herbal remedies and MRIs. Of course, the chances
of a viewer being interested in all three are slim. This is a great argument for being picky
about your audience targeting—which we’ll cover in the next section.
How to advertise on YouTube

Here’s where we get into the nitty gritty. First, your video ad will live on YouTube, so start
by uploading the video file to your YouTube channel. Make sure the video is public—or, if
you don’t want it popping up in your channel, you can make it unlisted.

1. Create your campaign

Sign in to your Google Ads account and select New Campaign.

a) Choose your campaign goal, based on your brand’s marketing objectives:

 Sales
 Leads
 Website traffic
 Product and brand consideration
 Brand awareness and reach
 Or: create a campaign without a goal’s guidance

b) Select your campaign type. These include all forms of Google ads (including search
results, text, shopping) so make sure you select Video or, in some
cases, Discovery campaigns in order to show your video to audiences on YouTube.
Note: Display ads can also be surfaced on YouTube, but remember that they aren’t videos,
they’re just text and a thumbnail, and they also show up across Google’s Display network.

c) Since you’re most likely working with video, you’ll want to select your video campaign
subtype:
d) Don’t forget to name your campaign in a way that allows you to easily locate, manage, and
optimize it in the future.

2. Define your campaign parameters

a) Select your bid strategy (for the most part, your campaign type will determine this: do you
want conversions, clicks, or impressions?)

b) Enter your budget by day or as the total amount you’re willing to spend on the campaign.
Also enter the dates your ad will run.

c) Select where your ads will show up:

 Discovery only (i.e., YouTube search results);

 All of YouTube (i.e., search results, but also channel pages, videos and the
youTube homepage)
 YouTube Display network (i.e., non-YouTube affiliate websites, etc.)

d) Select your audience’s language, and location. You can choose to show ads worldwide, or
target by country. Remember that only 15% of traffic to YouTube comes from the U.S., so
it’s good to think broadly.

e) Choose how “sensitive” your brand safety guidelines are. In other words: how much
profanity, violence or sexually suggestive content are you willing to have your ads run
alongside? More sensitive brands will have their ads running in a smaller pool of videos,
which may drive up the price you pay.

3. Target your audience

If you haven’t created buyer personas yet, take the time to do so. The more you know about
your audience, the better you can target them, and the higher your ROI.

 Demographics: This covers age, gender, parental status, and household income.
But YouTube also offers more detailed life-stage data: you can target new
homeowners, college students, new parents, for instance.
 Interests: Use topics and keywords to target people based on their past behaviour
(i.e., search topics). This is how YouTube helps you find people at crucial
moments, like when they’re researching their next electronics purchase, or trying
to learn how to build a website.
 Pro Tip: Remember that whether a video is relevant to a user’s
interests is 3x more important to people than if it has a celebrity in it,
and 1.6x more important than if it looks like it was expensive to
produce.
 Remarketing: Target audiences who have already interacted with your other videos,
your website or your app.

4. Set your campaign to live

a) Enter the link to your ad, and hit the Create Campaign button to set your campaign
running.

For more nitty-gritty detail, YouTube has their own guidelines for ad creation here. This is
also the place to go if you want to get ambitious and start experimenting with ad sequence
campaigns, where you can upload multiple types of ads that support each other and are
arranged to surface to your audience in the right order.

How to use YouTube analytics

Before you can start using YouTube analytics for video and channel refinement, you need to
figure out where to find the data in the first place. Here’s where to get all the numbers you
need.

How to find YouTube analytics on desktop

Step 1. Log in to your YouTube account and click on your profile icon in the top right corner.

Step 2. Select YouTube Studio.

Step 3. You will have basic YouTube marketing analytics on your dashboard and an option to
see more in-depth analytics in the menu on the left of your screen. Click on the analytics
icon on the menu.

Step 4. You can access an overview of your analytics here or dive into areas
like content, audience, and research.

Step 5. Select Advanced Mode in the upper right corner. This gives you a detailed breakdown
of your YouTube channel metrics, metrics for individual videos, and sophisticated analytics.
Step 6. To download a report, choose the parameters you want to track in Advanced Mode.
Then, click the downward pointing arrow in the upper right corner. Choose Google
Sheets or .csv file to generate your report.
From Advanced Mode, you can also click Compare To in the upper right corner. This allows
you to compare year-over-year channel growth, first 24-hour video performance, and how
individual videos perform against your overall channel stats.

How to find YouTube analytics on mobile

Your YouTube analytics can’t be accessed from the app. You first need to have YouTube
Studio installed on your phone. If you don’t, download the appropriate version
for iPhone or Android.

Step 1. Open YouTube Studio and sign in to your account.

Step 2. You’ll see a few summary metrics on the main dashboard. At the bottom of your
screen, hit Analytics for more.
Step 3. You can toggle between Research, Overview, Content, and Audience at the top of
your screen, depending on the information you’re looking for.

Essential YouTube analytics metrics and reports

We’re going to break down the essential YouTube analytics metrics and reports by the
primary tabs on your dashboard:

 Overview
 Content
 Audience
Research is more of a proactive tab that can influence your reports and metrics. Revenue only
pertains to those in the YouTube Partner Program.

Overview

Your Overview tab shows YouTube metrics like the amount of views overall, watch time,
subscribers, and estimated revenue, if you’re a part of the YouTube Partner Program. You
may see a report that shows a comparison of performances.

In the Overview tab, you will see:

Typical performance: This shows your channel’s typical performance at either the channel or
video level. This gives you a snapshot of how your channel or videos are performing.

Realtime: Realtime gives you a performance report for the last 48 hours or 60 minutes. If
you’ve just launched a video, you can see how it’s performing or affecting your overall
channel performance. You can also find out when your YouTube channel views peak, giving
you insight into your best time to post.

Stories: Stories gives you a performance report from your latest Stories.

Top remixed: This is the amount of your content remixed or used in Shorts and the number of
remix views. Remixes are great since they include tags that credit your content and drive
traffic back to your channel. Remixes can help to improve your channel visibility and video
views.

Your top content in this period: This ranked list shows you exactly what’s working and
what’s not. If you adjust the date range to your channel’s lifetime, you can see your all-time
best-performing videos.
Content

Your Content tab will show you metrics like views, impressions, impression click-through
rates, and average view duration. In this tab, you can view this information broken down by
content types, like all content, videos, Shorts, and posts.

This tab gives you an idea of how your content is performing, allowing you to adjust or
improve your strategy.

In the Content tab, you will see:

Views: This metric shows you the number of views your content has received. This is helpful
to know where your content stands overall.

Impressions: This is how many times your thumbnail was shown to viewers. If this is low,
you may want to re-think your YouTube SEO strategy and look at YouTube’s
algorithm again.

Impression click-through rate: This is how often your thumbnail results in a click. If your
impressions are high but this number is low, you may want to reconsider your thumbnail
content and design.

Average view duration: This is how long viewers watched your content. If this is low, but
everything else seems to be high, you may have an issue engaging your viewers.

Key moments for audience retention: This metric shows you which moments grabbed your
audiences’ attention. If you have issues with your average view duration, review this to see
what is working.

How viewers found your content: This can be helpful to see where your viewers are coming
from. Then, you can double down on efforts within these journeys or re-think your strategy to
get viewers from other channels.
Subscribers: This shows you the subscribers who came from each of your content types. This
can help you know whether your videos, Shorts, live streams, or posts gain the most loyal
viewers.

Top videos/Shorts/posts: Your most popular videos, Shorts, and posts. This shows you what’s
working well, so you can rinse and repeat.

Top remixed: Your most popular remix views, total remixes, and top remixed content. This
shows you what’s working for your remixes or which content pieces people are remixing.
Double down on the videos that are working for you here.

Post impressions: Much like Impressions above, this is how often your post was shown to
people. You can use the same strategy here.

Audience

Your Audience tab tells you all about your viewers. This includes returning or new viewers,
unique viewers, subscribers, and total members.

You’ll see demographic information, including subtitle language, so you can customize your
content to who they are. It also shows you when your viewers are on YouTube so you can
tailor your publishing schedule to meet them when they’re on the app.
In the Audience tab, you will find:

Videos growing your audience: This data shows you which videos are actively growing your
audience. This helps you to know what new viewers are looking for. Pay attention to metrics
like new viewers or returning viewers here.

When your viewers are on YouTube: This report tells you when people are online and
watching. Use it to base your publishing schedule on and to plan when to do a live stream. Is
your audience online when you’re not? Don’t worry; you can schedule your YouTube videos
with Hootsuite.

Content your audience watches: Find out what your audience is watching when they’re not on
your channel. Use this report to find inspiration for your own channel, collaboration
opportunities, or ideas for your thumbnails. Then, compile that information with these 30
YouTube promotional tactics.

Channels your audience watches: Much like the above content your audience watches, this
report shows you the channels your audience is interested in. The same strategy as above
applies here.

Top geographies: This shows you where your viewers are watching from, which can give you
insight into how to tailor your channel to them.

Age and gender: This shows you the age and gender your audience identifies with. Like top
geographies, the more you know who your audience is, the more you can tailor your content
to them.

Top subtitle/cc languages: This shows you which languages your audience is watching
subtitles in and, again, offers an opportunity to customize your content.