Google Analytics integrated into YouTube brand channels

Google is integrating its Analytics software into YouTube brand channels, giving brands and content publishers access to previously unavailable information.

The newly available metrics, including bounce rates, page views, stay time, and return rates, could not be accessed using the video-sharing site’s built-in Insight analytics system.

While users can still use Insight to learn detailed information about their video views and user engagement, now advertisers and partners with brand channels can, for example, monitor geographic information within the Google Analytics maps overlay, which can also narrow results by segment.

Zal Bilimoria, YouTube product manager, said: “YouTube is the world’s largest focus group, and a brand channel with a strong following can provide tremendous insights into the consumers who interact with your content and your brand.

“We’ve been working hard to open up YouTube and give you more ways to analyse data, and we think this integration will help you further improve your brand channel’s performance and understand your audience.”