Youtube and Google ads analysis

4. Using Google Ads and YouTube’s analytics, compare across the two videos using statistical tests where appropriate.

There are a number of comparisons that you can make using Google Ads and YouTube’s analytics. Some of these are listed below. Note which ones are required for you to receive a passing grade for the project.

Google Ads

• REQUIRED: View-to-Impression Ratio for the in-stream ads (called the “View rate” and calculated by dividing the number of views by the number of impressions). NOTE: A chi- square statistical test must be performed on this particular metric across the two videos.

• Demographics:

1. Age:

a) 18-24 = 34% view rate

b) 25-34= 15.97% view rate

c) 45-54= 10.23% view rate

d) 55-64= 11.67% view rate

e) 65+ = 11.69% view rate

2. Gender:

a) Male= 15.37% view rate

b) Female= 14.26% view rate

c) Unknown= 28.61% view rate

3. Parental Status:

a) Parent= 9.32% view rate

b) Non Parent= 14.84% view rate

c) Unknown= 32.16%

4. Household Income:

a) Unknown Income Tier= 18.78% view rate

b) Lower than 50% Income Tier= 24.93% view rate

c) 41-50% Income Tier= 27.69% view rate

d) 31-40% Income Tier= 35.71% view rate

e) 21-30% Income Tier= 32.52% view rate

f) 11-20% Income Tier= 29.09% view rate

g) Top 10% Income Tier= 35.44% view rate

5) Google Audience Retention:

Video 1:

Video 2 Google Audience Retention:

YouTube Analytics

• REQUIRED: 5,375 views

• REQUIRED: 6,745 watch minutes

• REQUIRED: Average duration - 1-minute and 15 seconds

• REQUIRED: Average percentage viewed 83%

• REQUIRED: An analysis of the Absolute Audience Retention chart

Youtube Audience Retention Chart:

• SUGGESTED: A comparison of the YourTube Demographics with the Google Ads Demographics

N/a Demographics on Youtube

• Youtube Devices

• Likes/Dislikes, Comments, Sharing

5. Report on your findings and make attributions as to whether the manipulated factor(s)

affected various metrics.

Write a short report that clearly states the process you followed for your test and the rationale behind it, the findings of your comparisons, and the insights gained (synthesize across your comparisons). Use numbers, charts, graphs, figures, etc. as appropriate. You can take data visualizations from Google Ads and YouTube (e.g., using screenshots) and/or create your own using Tableau. It is preferred that you create at least two data visualizations using Tableau, a state which ones were created using Tableau, and (in a note to that image) list the steps you took to create that particular visualization (down to the level of what you clicked in Tableau to create it). Papers should include at least four comparatives (i.e., across the two videos) visualizations with explanations, with each visualization being titled and with a note at the bottom explaining the source of the data and/or visualization. (Do not merely provide page after page of screenshots without labels and explanations for each set of comparative visualizations.) Please use proper grammar, spelling, punctuation, etc. You must include the URLs for each of the videos posted on YouTube to receive a passing grade for this assignment.

Video 1: https://youtu.be/xT15Oc5TGJc

Video 2: https://youtu.be/TEXkGaLRjl8Jc

6. Provide a brief assessment of your learning experience during this project.

In a short paragraph (and using separate sentences for each), briefly discuss at least three skills that you enhanced by completing this project. These can be technical or conceptual in nature.