YouTube Shorts has changed how people watch on the platform, and that shift has big implications for how you read analytics.
Metrics that made sense for long-form don’t behave the same in a swipe-driven feed. Here, watch time is counted in seconds instead of minutes. Retention curves drop faster, and views can be inflated by looping.
Yet, many marketers still apply the same long-form benchmarks. That skews insights and leads to bad calls—what looks like poor retention may signal a looping moment worth repeating, while high view counts could be empty scroll-pasts.
That’s why it’s critical to learn which YouTube metrics still matter and how to interpret the new ones. Ahead, I’ll break down the key signals for long-form uploads and Shorts, where they differ, and how to track performance across formats with the right tools.
What Are YouTube Shorts? (And Why They Matter To Marketers)
YouTube Shorts are vertical, short-form videos up to 60 seconds long, built for quick swipes rather than long watches. They’re designed to be consumed in a fast-moving, swipeable feed where attention spans are measured in seconds and the next video is always one flick away.
The format has turned Shorts into a cultural force. YouTube reports that Shorts content now generates 200 billion daily views, more than triple the traffic it attracted in 2022.
For you, that kind of reach means two things:
- Discoverability: Shorts put your content in front of audiences who might never search for or click on a long-form video.
- Engagement: Quick, punchy clips make it easy for viewers to like, share, and subscribe, which often translates into stronger channel momentum.
Shorts are fueled by the feed and recommendations, not search or playlists. That shift means you need to look at metrics differently. Swipe-through rates, looping, and retention curves tell a more accurate story of growth than views alone.
Core YouTube Metrics That Still Apply
Views
Views still indicate reach, but YouTube now counts a view as soon as the clip starts or replays, with no minimum watch time. The older, stricter definition now shows up in Analytics as Engaged views, which still governs monetization and eligibility. We’ll discuss this in detail later.
Watch Time & Average View Duration
Watch time is one of the strongest signals for distribution. In Analytics, you’ll see total watch time (hours) and average view duration. Even if Shorts pump up your raw view numbers, your real priority should be improving these two metrics, as they correlate most with broader recommendation and search visibility.
Likes, Comments, Shares
Engagement actions—likes, comments, and shares—remain core signals across YouTube. They don’t directly guarantee distribution, but they tell you if your content is resonating. For Shorts, comments and shares matter even more since raw views can be inflated under the new system. If people are engaging beyond just watching, it’s a strong sign your creativity is landing.
Subscribers Gained
Subscribers Gained show how Shorts help you grow your audience over time. You’ll find the metric in the Audience tab of Studio and in the Analytics API. Industry tracking suggests Shorts usually generate fewer subscribers per 10,000 views than long-form videos, since swipers don’t always commit to channels. That doesn’t make them less valuable—treat Shorts as a reach and engagement tool first, then track how consistently they contribute to subscriber growth over time.
Audience Retention / Average Percentage Viewed
Retention shows how well you hold attention. Use the key moments report to spot spikes, dips, and strong openings. For Shorts, high retention is critical because distribution is swipe-driven. Don’t be surprised if your average percentage viewed goes above 100%. That means people are rewatching or looping a moment, which is a strong creative signal.
| 💡 Use these evergreen metrics to compare Shorts and long-form side by side. Put more weight on Engaged views, watch time, retention, and subscribers—not just raw views—when you’re forecasting or briefing stakeholders. |
YouTube Shorts–Specific Metrics You Need To Understand
Viewed vs. Swiped Away (a.k.a. Swipe-Away Analytics)
YouTube now shows you how many people watched vs. how many swiped past. You’ll find this in Studio → Analytics → Content → Shorts.
Traffic Sources (Shorts Feed vs. Home vs. Suggested vs. Search)
Your traffic source mix tells you where discovery happens. Check where your Shorts views are coming from: Shorts feed, Home, Suggested, or Search. Most strong Shorts perform in the Shorts feed. If your views skew toward channel pages or search, your content may feel more like long-form. Adjust for vertical framing, faster hooks, and captions to boost feed distribution.
Looping And Repeat Views
Shorts can replay automatically, and replays count. That’s why you might see an average percentage viewed above 100%. Use the retention graph to spot the exact moment people loop, then build that insight into scripting and editing. But don’t treat looping alone as success—pair it with comments, shares, and subscriber lift.
Shorts Feed Performance vs. Other Surfaces
“Shorts feed” is effectively the new shelf. Because distribution there is swipe-based, clarity and pacing in the first second matter more than thumbnails or titles. Track how your Shorts feed share changes when you tweak creative. If it rises, you know your format is landing.
Note: Click-through rate drives long-form video, but Shorts aren’t clicked—they’re swiped. That means CTR isn’t a ranking input for Shorts. Instead, focus optimization on hook strength (Viewed vs. Swiped away), early retention, and how many people engage after watching.
| 💡 YouTube Studio covers the basics, but external tools make cross-platform reporting easier. CoSchedule’s Analytics, for example, has a dedicated Shorts report that lets you compare Shorts to TikToks and Reels week over week, and uses its Insights Assistant to turn metrics like hook rate or retention dips into suggested next steps. That’s handy when you need one clear deck for TikTok, Reels, and Shorts performance without juggling different definitions of a “view.”
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How To Find YouTube Shorts Metrics (and Tools That Make It Easier)
1) YouTube Studio (Native Option)
If you want the clearest picture of how your Shorts are performing, start with YouTube Studio. It’s the platform’s built-in analytics hub, and it shows you the official metrics YouTube’s algorithm pays attention to.
Where To Find Shorts Analytics On Desktop
- Open YouTube Studio.
- Go to Analytics → Content → Shorts. Here, you’ll see Shorts-specific cards with performance metrics and discovery insights.
From There, You Can Dive Into Different Tabs:
- Reach: Traffic sources and impressions (e.g., Shorts feed, Home, Suggested, Search).
- Engagement: Watch time, average view duration, and retention curves.
- Audience: Subscribers gained, returning vs. new viewers.
- Advanced Mode: Compare videos side by side, dig deeper into traffic sources, and export reports.
Shorts-Only Signals To Watch
- Viewed vs. Swiped Away: Shows how many viewers stopped to watch instead of scrolling past. Think of it as your “hook health” metric—if swipes are high, tweak the first second, pacing, or framing.
- Shown in Feed: Tells you how often your Short appeared in the Shorts feed. If this stays low, it usually means your opening seconds aren’t signaling value strongly enough.
- Traffic Sources: Breaks down where viewers find your Short. Strong Shorts tend to thrive in the Shorts feed. If views skew toward search or channel pages, your video might feel too long-form—shorten the open or add captions to re-align with feed distribution.
- Retention Graph: Reveals loops and replays. If the average percentage viewed exceeds 100%, that means viewers are rewatching a specific moment. Use those timestamps to design repeatable hooks.
As of March 31, 2025, YouTube counts a view whenever a Short starts to play or replay, even if someone scrolls past. The older, stricter metric is now called Engaged views, and that’s what still governs monetization and Partner Program eligibility. When reporting performance, show both:
- Public views for reach (comparable to TikTok/Reels).
- Engaged views + retention/watch time for actual quality.
Where To Find Shorts Analytics On Mobile (Studio App)
You can check the same metrics on the go. Just open the YouTube Studio app → Analytics, then toggle through Overview, Content, Audience, and Reach. It mirrors desktop reporting, so you can quickly monitor swipe vs. viewed rates or traffic sources from your phone.
| 💡 When a Short underperforms, check three things first: Viewed vs. Swiped Away (hook), Shown in Feed (format match), and Retention (pacing). Together they explain whether you need to rework the intro, the framing, or the flow. |
2) CoSchedule’s Analytics (Cross-Platform Context)
YouTube Studio is great for drilling into Shorts performance on YouTube itself, but most marketers don’t work in silos. You need to see how Shorts stack up against TikToks, Reels, and other formats in the bigger picture. That’s where CoSchedule’s Analytics helps. It pulls data from YouTube, TikTok, Instagram, Threads, X, LinkedIn, and more into a single dashboard.
What You Get
- YouTube Shorts Report: A side-by-side view with TikTok and Reels. This makes it easy to spot week-over-week trends without manually adjusting data.
- Social Profile & Engagement Reports: Break down performance by profile, campaign, tags, or timeframe. Perfect for campaign wrap-ups or monthly reports.
- Insights Assistant (AI): Turns raw charts into plain-language takeaways. It highlights what changed, why it matters, and what to try next, saving you from having to translate graphs into recommendations.
How To Use It
- Connect your YouTube account in CoSchedule.
- Open Analytics → YouTube Shorts Report, set your timeframe, and apply campaign filters.
- Scan engagement and post-type performance to compare Shorts against other formats in your campaign mix.
- Check Social Engagement to isolate likes, comments, and subscriber lift for Shorts specifically.
- Open Insights Assistant for automated “do next” prompts you can paste into Slack or a slide for your next creative sprint.
Why It Matters
When leadership asks how Shorts are contributing compared to TikTok or Reels, you don’t want to scramble with exports and spreadsheets. CoSchedule gives you that answer instantly in one dashboard. Even better, the built-in Insights Assistant does the heavy lifting of turning numbers into next steps, so you can answer leadership’s questions and act on data faster.
3) Other Helpful Tools
TubeBuddy
TubeBuddy is a strong pick when you want to test and optimize what drives results. Its A/B Testing feature lets you experiment with thumbnails, titles, and metadata so you can prove which changes boost CTR, watch time, or engagement. The Retention Analyzer highlights exactly where viewers drop off, making it easier to refine your first seconds on Shorts or repeat high-performing beats. For reporting, tools like the Rank Tracker and Competitor Scorecard add context for monthly reviews.
Pricing: Starts at $12/month.
vidIQ
vidIQ shines when you need to spot momentum quickly. Its Views per Hour (VPH) metric flags content that’s taking off, allowing you to double down on promotion or tweak titles, thumbnails, or captions before the algorithm settles. For Shorts, the Shorts Scorecard overlays real-time stats like views, engagement rate, and views history directly in the Shorts view, helping you check hook strength without bouncing across dashboards. It also supports keyword discovery, competitive scans, and idea validation for your next uploads.
Pricing: Starts at $16.58/month.
Social Blade
Social Blade is best for benchmarking and long-term channel insights. It tracks uploads, views, and subscribers at the channel level and offers Future Projections so you can forecast growth. The Compare Channels feature is handy when you want to show leadership how your performance stacks up against peers. While it’s not for campaign-by-campaign diagnostics, it gives you a clear, big-picture readout that supports planning and goal-setting.
Pricing: Starts at $4.50/month.
Turn Metrics Into Action
Measuring Shorts isn’t the same as measuring long-form. Treat raw views as reach, but pay closer attention to engaged views, watch time, early retention, and audience actions like comments or new subscribers. That’s what signals real impact.
YouTube Studio is where you diagnose, checking hooks, pacing, and traffic sources. CoSchedule is where you zoom out, comparing Shorts against TikTok or Reels and rolling results into campaign-level insights your team can actually act on.
If you’re ready to simplify reporting, try CoSchedule’s free trial. Connect your YouTube channel, open the Shorts report, and let Insights Assistant translate metrics into clear next steps. Analytics and AI insights are built into every plan, so you keep everything in one place without juggling extra tools.
