Use the Reach tab in YouTube Analytics to understand your video’s traffic. Find out the number of times your video thumbnails were shown on YouTube, and how those thumbnail impressions turned into views and watch time. Learn more tips for using impressions and click-through rate data.
Access impressions and CTR data
- Sign in to YouTube Studio.
- In the left menu, select Analytics.
- At the top of the page, select Reach.
The key metrics card at the top of the Reach tab gives you an overview of your impressions, CTR, views, and unique viewers over time. This data is available within a few hours of publishing your video.
Impressions and how they led to watch time
The “Impressions and how they led to watch time” report will give you a visual of how your thumbnail’s impressions led to views and watch time. You may also see what percentage of your impressions came from YouTube recommending your videos to viewers.
What are impressions?
An impression is counted when a video thumbnail is shown to someone on YouTube. Impressions are only counted if the thumbnail is shown for more than one second and at least 50% of the thumbnail is visible on the screen.
Additionally, impressions are only counted when your thumbnail is shown in certain places. For example, impressions are counted when your thumbnail appears in YouTube search results, but not when your thumbnail is shown on a different website. See details on where impressions are counted below.
Where are impressions counted?
|Impressions are counted||Impressions are not counted|
What is CTR?
Impressions click-through rate, or CTR, shows you what percentage of your impressions turned into views. This measures how often viewers watched your video after seeing its thumbnail.
Keep in mind that viewers discover your videos in many ways, and not all views come from impressions. Some views might come from other sources, such as views on other websites.
CTR is often highest right after your video is uploaded, as your most passionate fans and subscribers see the video on their homepage. It’s normal to see CTR decrease afterwards, as a wider audience sees your video thumbnail.
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.|
|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.|
|Views from impressions||Views that originated from impressions for the selected date range.|
|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).|
|Watch time from impressions||Watch time that originated from impressions for the selected date range.|