Here Are the Changes Facebook Introduced for Video Metrics in Page Insights

Aggregate minutes viewed were added, and aggregate video views were simplified

Facebook Monday announced a host of updates to its video metrics in page insights.

The social network said in a Facebook Media blog post that it made the following changes “based on feedback from our publisher partners”:

  • Adding aggregate minutes viewed.
  • Simplifying aggregate video views.
  • Making it easier to analyze metrics across a date range.
  • Enabling comparisons between current video metrics and historical benchmarks.
  • Making it possible to sort top videos by minutes viewed or views.

Product manager Anaid Gomez-Ortigoza and software engineer Mathumathi Velusamy provided further details on the changes to video metrics in page insights in their blog post:

  • Adding aggregate minutes viewed: Previously, we only reported on minutes viewed at the individual video level. We heard that publishers also want visibility into total minutes viewed across all videos on their pages. We are now adding a new aggregation in the video metrics section of page insights, which enables publishers to see minutes viewed across all videos on a page.
  • Simplifying aggregate video views: We’ve gotten feedback that publishers don’t frequently view the aggregate 10-second video views in page insights; the aggregate three-second video views on the same surface is preferred. To simplify the design and leave room for metrics publishers find valuable, we’re simplifying the page insights interface to only include aggregations for three-second video views. Aggregate 10-second video views will still be available in the API (application-programming interface) and at the individual video metric level.
  • Making it easier to analyze metrics across a date range: We’ve heard that when measuring the aggregate performance of videos on Facebook over specific time periods, many publishers are more interested in capturing the performance of all videos in the time period selected instead of only seeing metrics from videos uploaded during that time period. We’re updating the metric presented when selecting a date range to align with this expectation, enabling publishers to assess the overall performance of all of their videos across a specific timeframe, regardless of when the videos were uploaded.
  • Enabling comparisons between current video metrics and historical benchmarks: Publishers have told us that they want to compare their current and historical performance to understand improvement over time. To help publishers make these comparisons, we’re including a benchmark for all aggregated metrics and graphs. Benchmarks are calculated based on the time period selected. For example, when a publisher selects a seven-day time period for measurement, the benchmark will consist of data from the prior seven days.
  • Making it possible to sort top videos by minutes viewed or views: Publishers can now easily rank their top 50 videos within a selected time period by minutes viewed or views and get a better understanding of how individual videos are performing relative to the group. David Cohen is editor of Adweek's Social Pro Daily.