YouTube has recently updated its analytics platform. This provides content creators with a more comprehensive insight into their audience. For the first time, they can now compare data from both new and returning viewers. Additionally, the design of the studio platform has been improved, enhancing the user experience.
Impact on advertisers
This update has a significant impact for advertisers. They can now gain in-depth insights into how different audiences engage with their content. This enables them to make data-driven decisions and create content that better aligns with their target audience. The result is a larger reach and higher conversion rates.
New features in Studio Analytics
In Studio Analytics, the YouTube product team has added a new feature. Creators can now gain a better understanding of how new and returning viewers engage with their content. Additionally, a new tab has been added in Deep Dive Analytics: "New and Returning Viewers." Here, creators can analyze the performance of their content based on audience segments.
Membership Revenue Analytics
For membership revenue, two new cards and a new insight have been added. Creators can now see their total number of members, including the subcategories of recurring memberships and members with a gift membership. Additionally, there is new insight into the reasons for membership cancellations.
Conor Kavanagh, YouTube's monetization policy lead, emphasizes the importance of understanding why members cancel their memberships. He states, "When a member cancels their membership, they are asked to provide a reason through an optional survey. This data is collected and displayed in a separate card on the membership dashboard."
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