Discover video traffic sources

Use the traffic source reports on the Reach tab of YouTube Analytics to learn how users find your content. Get tips on analyzing your traffic sources.

View traffic sources

  1. Sign in to YouTube Studio.
  2. In the left menu, select Analytics.
  3. At the top of the page, select Reach.
  4. Click on the Traffic source types report.

View traffic source breakdowns

You can use the other traffic source reports on the Reach tab to get more details.

  • External: Discover specific external websites and apps where viewers found your videos
  • Suggested videos: See which videos viewers were watching when they saw your videos in suggestions
  • Playlists: Find out which playlists are leading to traffic on your videos
  • YouTube search: See what phrases viewers were searching when they found your videos

Understand types of traffic sources

Traffic to your videos can come from either within YouTube, or from external sources. You’ll see both on the “Traffic source types” card.

Traffic from within YouTube
Browse features Traffic from the home screen, subscription feed, watch later, and other browsing features.
Channel pages Traffic from your YouTube channel or other YouTube channels.
Campaign cards Traffic from content owner campaign cards.
End screens Traffic from creator end screens.
Shorts Traffic from the Shorts vertical viewing experience.
Notifications Traffic from notifications and emails sent to your subscribers.
  Push notifications to belled subscribers Traffic from push notifications sent to your subscribers who turned on "All notifications" for your channel and enabled YouTube notifications on their device.
  Other app notifs Traffic from personalized notifications, email notifications,Inbox and digests.
Other YouTube features Traffic from within YouTube that doesn't fall in any other category, such as views from Partner promotions, or the dashboard.

Traffic from any playlist that included one of your videos. This can be your own playlist or another user's playlist. This traffic also includes users' "Liked videos" and "Favorite videos" playlists.

You can see specific playlists that drove traffic to your videos on the “Traffic source: Playlists” card of the Reach tab.

Suggested videos Traffic from suggestions that appear next to or after other videos, and from links in video descriptions. You can see specific videos on the “Traffic source: Suggested videos” card of the Reach tab. 
Video cards Traffic coming from a card in another video.
YouTube advertising

If your video is used as an ad on YouTube, you’ll see “YouTube advertising” as a traffic source. 

Note that views from skippable ads longer than 10 seconds are only counted if they are watched for at least 30 seconds or until they are finished. Non-skippable ads never qualify as views in YouTube Analytics.

YouTube search Traffic from YouTube search results. You can see specific search terms on the “Traffic source: YouTube Search” card of the Reach tab.
Traffic from external sources
External sources Traffic from websites and apps that have your YouTube video embedded or linked to. You can see specific external sites and sources on the “Traffic source: External” card of the Reach tab. 
Direct or unknown sources Traffic from direct URL entry, bookmarks, logged out users, and unidentified apps.

Metrics to know 

Average view duration Estimated average minutes watched per view for the selected video and date range.
Average percentage viewed Average percentage of a video your audience watches per view.
Impressions How many times your thumbnails were shown to viewers on YouTube through registered impressions.
Impressions click-through-rate How often viewers watched a video after seeing a thumbnail.
Unique viewers Estimated number of people that watched your content within the selected date range.
Views The number of legitimate views for your channels or videos.
Watch time (minutes) The amount of time that a viewer has watched a video. This gives you a sense of what content viewers actually watch (as opposed to videos that they click on and then abandon).
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