YouTube metrics brands care about
- Views and Unique viewers (scale + audience size)
- Average view duration (AVD) and Average percentage viewed (depth)
- Retention curve (key drop‑offs; hook/segment performance)
- Click‑through rate (CTR) on thumbnails/titles (discovery strength)
- Interactions: likes, comments, shares; Engagement rate = interactions ÷ views
- Traffic sources: suggested/browse/search (how you’re discovered)
- Watch time from subscribers vs non‑subs (brand reach potential)
- Conversion signals (link clicks, affiliate CTR if shared)
- Audience: countries/cities, age/gender split, device mix (CTV vs mobile)
Creative tips for higher AVD and CTR
- Front‑load the promise and tension in the first 15 seconds; use a title‑frame alignment test
- Segment structure: hook → context → rapid value beats every 20–40s → payoff; remove dead air
- Thumbnail heuristics: face + eye direction to subject; 1 idea; 3–5 words max; color contrast
- End‑screen strategy: 1 strong follow‑up video; avoid choice overload to keep session watch time