As more advertisers and page managers use video to get their brand’s message out, Facebook is launching new ways for admins to measure the effectiveness of their video campaigns.
Currently, page admins can only see information such as the number of views a video has received. With the new video metrics — rolled out over the coming weeks — marketers can see the average duration of video viewed and the amount of time that a person watched 95 percent of the video.
Advertisers will also be able to see demographic breakdown of the video’s viewers.
Facebook announced these new metrics in a blog post:
With the goal of helping you better understand how people respond to your videos on Facebook, today we’re announcing that new video metrics in Page Insights and Ads Reporting are coming soon.
Today, as a Page owner, you can only see how many people started watching your video. When the new metrics roll out over the coming weeks, you will also see information like video views, unique video views, the average duration of the video view, and audience retention. These new metrics are designed to help you learn what’s resonating with people and determine how to more effectively create and promote your videos on Facebook.
Facebook also designed a guide to video metrics, viewable as a PDF.