Check your impressions and click-through rate

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.

View impressions and click-through-rate data

  1. Sign in to YouTube Studio.
  2. From the left menu, select Analytics.
  3. From the top menu, select Reach.

The key metrics card at the top of the Reach tab gives you an overview of your impressions, click-through-rate, views, and unique viewers over time. This data is available within a few hours of publishing your video.

Where are impressions counted?

Impressions are counted if the thumbnail is shown for more than one second and at least 50% of the thumbnail is visible on the screen. See details on where impressions are counted below.


Impressions are counted on:


Impressions are not counted on: 

  • YouTube on computers, TVs, game consoles, Android, iPhone, and iPad
  • YouTube Search
  • YouTube Home page
  • YouTube feeds (subscriptions, trending, history, watch later)
  • "Up Next" recommendations on the right side of the video player (includes autoplay)
  • Playlists
  • External websites and apps (i.e., links and embeds outside of youtube.com)
  • YouTube mobile website
  • YouTube Kids app
  • YouTube Music app 
  • Content within the video player (i.e., in cards, or end screens)
  • Email or push notifications
  • Videos that play in the background tab (no visible impression)
  • Videos whose thumbnails are less than 50% visible and/or visible for less than one second
  • TrueView video discovery ads

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.

Impressions and how they led to watch time funnel

Note: You may see a difference in metrics between the key metrics card and the “Impressions and how they led to watch time” report. This is because the data in the key metrics card is updated more often, and offers more up-to-date data.

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.
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