Facebook Launches Improved Video Metrics in Page Insights

Facebook Thursday began rolling out a redesigned video metrics section in its page insights, adding new metrics and sprucing up the layout.

Facebook Thursday began rolling out a redesigned video metrics section in its page insights, adding new metrics and sprucing up the layout.

Product manager Anaid Gomez-Ortigoza announced in a Facebook Media blog post that the updated video metrics section in page insights will include the following metrics:

  • Minutes viewed (new): The total minutes of watch time spent on the video. This is one of the most requested video metrics from publishers, and we’re excited to make it available today.
  • Unique viewers: The number of individual people who saw the video.
  • Views: The number of times your video was viewed.
  • 10-second views (new): The number of times the video was viewed to 10 seconds. If the video is shorter than 10 seconds, this metric refers to the number of times people viewed at least 97 percent of the video.
  • Average percent completion: The portion of the video (on a percentage basis) that is viewed in an average watch session.

Gomez-Ortigoza added that clicking through average percent completion reveals:

  • Audience retention: A visual representation of views of the video at each moment as a percentage of all views.
  • Average view duration: The average length of time the video was watched in seconds.

She also detailed the more granular video performance breakdowns that are now available:

  • Sound-on vs. sound-off (new): A breakdown between views with sound and views without sound is available for both views and 10-second views.
  • Organic vs. paid: A breakdown between organic metrics and paid metrics is available for minutes viewed, views, 10-second views and unique viewers.

The “old” page insights video metrics layout is pictured below, followed by the redesign that was introduced Thursday.

OldPageInsightsVideoMetrics NewPageInsightsVideoMetrics

According to Gomez-Ortigoza, the new video metrics interface is currently available via page insights, and it will soon be added to the insights application-programming interface.

Page administrators: What are your initial thoughts on Facebook’s revamped video metrics in page insights?

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