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.
How can I interpret the data?
- Look at impressions click-through rate and your average view duration to get an idea of how long viewers are sticking around after clicking the video thumbnail.
- Higher click-through rate with low average view duration: This may mean that your thumbnails are 'clickbaity', or that your content doesn't meet viewers' expectations.
- Lower click-through rate and high average view duration: This may mean that your thumbnails or titles aren't getting viewers to click. It can also mean that your video is being recommended to an audience wider than just your core followers. Less targeted viewers are less likely to click thumbnails, leading to a lower click-through rate. Look at your traffic sources for impressions data to see where impressions are happening.
- Look at your traffic sources to understand where views and watch time are coming from. Traffic sources, like 'YouTube search', typically have higher click-through rate than sources like 'Home' because viewers have a greater intent to watch.
To interpret the data, keep an eye out for low or high numbers – that's where your main learnings will be. As your content gets distributed more widely and impressions increase, viewers from outside your core audience are more likely to see your thumbnail, which may lead to a lower click-through rate.
What should I avoid doing with my CTR data?
Here are some important points to avoid when using CTR data.
- Making decisions without enough data. It's important to analyse your CTR only after getting a substantial number of impressions. Avoid analysing your CTR immediately after uploading.
- Optimising for small changes in CTR. It's normal to have small variations in CTR, and this isn't cause for immediate action. Improvements might only be helpful if a change in CTR is statistically significant.
- Testing several thumbnails or titles on the same video. It's difficult to make sure that each video is seen by the same audience. Differences in CTR might be due to traffic sources, rather than the title or thumbnail.
- Using clickbait in your titles or thumbnails. Learn more about our clickbait policies.
- Trends: Look for videos that have the lowest or highest impressions and click-through rate to see whether there are common themes across the topic or format.
- Views data: Look at impressions click-through rate and the average view duration to get an idea of how long viewers are sticking around after clicking your thumbnail. See the 'How do I know if my impressions click-through rate is high or low' section for more details.
- Time frames: Filter your search for the same time frame when comparing impressions and click-through rate for videos. Try looking at the first day after uploading, the first 7 days and the first 30 days to see trends over time.
- Traffic sources: Look at your traffic sources to fully understand where views and watch time are coming from. Look at your traffic sources for impressions data to see where impressions are happening.
Why are my impressions & CTR low?
- Not every instance in which a viewer sees a video thumbnail will count as an impression, and not all views come from thumbnail impressions. Learn what counts as a registered impression.
- Older videos may have more impressions, as they'll continue to be surfaced to audiences as long as they're on YouTube. To get a more defined view of how your videos are currently doing, look at the first 7 days after upload to compare impressions data for different videos.
- As your videos become more popular, they may be shown to a wider audience beyond your core viewers. This can result in a lower click-through rate (even if you see an increase in overall views and watch time).
- Use the traffic sources report to see click-through rate by traffic source. This can give you an indication of how your thumbnails and titles are doing in converting impressions to views in different contexts.