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Social Media: How to Track Video Metrics

When you track social media metrics, be sure to include video metrics. Measuring video metrics helps you optimize the videos you create. It's a marketer's dream for a video to go viral, but even non-viral videos that get good page views have direct, measureable benefits for marketing and brand education and outreach. So how you track video metrics?

Looking at the Video ID Code

The first component to tracking a YouTube video with social media metrics is the Video ID Code. That's the row of mish-mashed letters, numbers, and symbols in the video URL. It comes right after /watch?v= and ends before the &feature in the longer URLs, as in

http://www.youtube.com/watch?v=ji5_MqicxSo&feature=youtube

The bold part of the preceding URL is the Video ID Code.

Now you have to put the code on your page or in a blog post in such a way that it gets tracked by Google Analytics. You do this by adding states, like this:

image0.jpg

After you add states, you need to make sure that the title and video ID match your YouTube video and your div container, by adding something like this:

image1.jpg

To then also make your div tags match, add the following code before the video embed code:

image2.jpg

And don't forget your closing </div> tag!

YouTube bonus tools for tracking video metrics

YouTube is owned by Google, which means that YouTube offers Google Analytics users a few little bonus tools to make video-tracking a bit easier.

You can grab your Google Analytics user ID (that number that begins with UA-) and add it right into your YouTube videos on your Premium YouTube channel, if you have one. This means that your videos are getting tracked in Google Analytics not only when embedded on your site, but also when played on YouTube, giving you more accurate reporting.

Add in the YouTube basic metrics now offered for a quick glance at number of views and other interactions below each video, and you can see how you can closely track videos.

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