Understand your video reach

You can use the Reach tab in YouTube Analytics to learn how your audience finds your content. The key metrics card shows your impressions, impressions click-through-rate, views and unique viewers.

View your reach reports

  1. Sign in to YouTube Studio.
  2. From the left-hand menu, select Analytics.
  3. From the top menu, select Reach.

Traffic source types

The traffic source types report shows you how your viewers found your content within YouTube and external sources. 

External

The external report shows you the specific external websites and apps where viewers found your content.

Suggested videos

The suggested videos report shows you which videos viewers watched from suggestions. 

Impressions and how they led to watch time 

The impressions and how they led to watch time report gives you a visual of how your thumbnail's impressions led to views and watch time. Learn more tips for using impressions and CTR data

Playlists

The playlists report shows you which playlists lead to traffic on your content. 

YouTube search

The YouTube search report shows you what terms viewers searched when they found your content.

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, subscriptions, Watch Later, Trending/Explore 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.
  Notifications to belled subscribers Traffic from notifications sent to your subscribers who turned on 'All notifications' for your channel and turned on YouTube notifications on their device.
  Other app notifications Traffic from personalised notifications, email notifications, Inbox and digests.
Other YouTube features Traffic from within YouTube that doesn't fall in any other category.
Playlists

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

Views from skippable ads longer than 10 seconds are counted if they're watched for 30 seconds or until they're 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.
Product pages Traffic from YouTube product pages.
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, signed out viewers and unidentified apps.

Metrics to know

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.

Views

The number of legitimate views for your channels or videos.

Unique viewers

Estimated number of viewers that watched your content within the selected date range.

Average view duration

Estimated average minutes watched per view for the selected video and date range.

Average percentage viewed

Average percentage of a video that your audience watches per view.

Watch time (hours)

The amount of time viewers have watched your video.

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