The "Traffic sources for impressions" report shows the YouTube features that viewers use to find your videos. An impression is whenever your video thumbnails are shown on YouTube.
You can use this report to see traffic sources for registered impressions where your thumbnails and titles are showing most to potential viewers. Not every instance where a viewer sees a video thumbnail will count as an impression, like on external sites, for example.
Half of all channels and videos on YouTube have an impressions CTR that can range between 2% and 10%.
New videos or channels (like those less than a week old), or videos with fewer than 100 views can see an even wider range. If a video gets a lot of impressions (such as if it appears on the Home Page), it's natural for the CTR to be lower. Videos where most of the impressions are from sources like your channel page may have a higher rate.
Ultimately, it's best to compare CTRs between videos over the long-term and keep in mind how their traffic sources will affect their CTRs.
The report includes metrics from the following traffic sources on YouTube, among others:
- Video watch page
- YouTube home page
- Trending tab
You can also look at click-through rate by traffic source to get an understanding of how well your thumbnails and titles are converting impressions to views. Keep in mind that traffic sources like "YouTube Search," typically have a higher click-through rate than sources like "Home" because they're sources of traffic where viewers have a greater intent to watch.
See your Traffic sources for impressions
- Sign in to YouTube Studio.
- In the left menu, click Analytics.
- Hover the "Impressions" section of the funnel. You'll see the places where impressions for your videos were shown. This overlay will only show if YouTube suggested sources are greater than one percent of traffic.
- Where YouTube is suggesting your content: Traffic from impressions on the YouTube homepage, watch page, and trending tab (sources will only show if impressions have happened in those locations).
- Where viewers are seeking your content: Places where viewers look for you videos. For example, traffic from impressions on the YouTube search page or subscriber feed.
Learn more about using the impressions funnel in YouTube Studio.
Keep in mind that it's common to see varying amounts of impressions from different places on YouTube. For example, viewers might be more likely to watch a video if they searched for it specifically. Learn how to see and understand your traffic sources for views.