New metrics for your videos on FacebookWe’ve added new video metrics in Page Insights and Ads Reporting to help you learn more about how your videos are performing on Facebook. Use these metrics to make more informed decisions about the video content you’re developing and how best to promote your videos.

What’s new?The following metrics appear only for videos uploaded directly to Facebook (with the exception of the “clicks to play video” metric, which is also available for videos embedded from players outside of Facebook). They are present in both Page Insights and Ads Reporting unless otherwise noted.

Video ViewsA view of 3 seconds or more of a video. You can also see the portion of your video views driven by paid advertising.

Unique Video ViewsThe number of people who viewed your video for 3 seconds or more. You can also see the portion of your unique views driven by paid advertising.

Average Duration of Video ViewedThe average amount of time people spent viewing your video.

Page Insights view

Note: Last updated 5/5/2014

Views at different intervals in your video

• Audience Retention Graph:This chart shows the percentage of views at various moments throughout your video. If you see a spike in the percentage of views at a given point, it may be due to the fact that people rewatched that specific section of your video; similarly, if you see a dip, the portion of the video before the dip may not have captured viewers’ attention. Note: The Audience Retention graph shows data for all video views and appears only in Page Insights.

• Video Views to: 25%, 50%, 75%, 95%, and 100%Shows the specific number of views occurring at these points within your video. Due to blank end screens on many videos causing a high rate of departure in the last few seconds, we highlight “Video Views to 95%” so you can see the number of views to the final seconds of your video. Note: Video Views to: 25%, 50%, 75%, 95%, and 100% are only available in Ads Reporting whereas Video Views to 95% is available in Ads Reporting and Page Insights.

Page Insights view

Ads Reporting “Edit Columns” view

Note: Last updated 5/5/2014

Cost per Video ViewAverage cost per view for your video ads. Note: Only available in Ads Reporting. This is a reporting metric, not a bid type; you cannot bid on a cost-per-view basis.

Clicks to Play VideoWe have renamed our “video plays” metric to “clicks to play video” to more accurately reflect clicks to play your videos. Clicks to play register when the video starts after a person has clicked to play it. Note: This metric is available for both videos uploaded directly to Facebook and videos embedded from players outside of Facebook. It is not available for links to videos that play off Facebook.

Best Practices

Directly upload your videos to Facebook to take advantage of these metricsThese video metrics will help you better understand how your videos are performing on Facebook so you can make informed decisions about your current and future campaigns. If you embed a video from another video player or link to a video off Facebook, you will have much more limited data to learn from.

Use these metrics to help you improve your videos and campaignsUse the Audience Retention graph to see how engaging your video is at different points. You can understand which parts are most and least interesting to viewers, enabling you to identify ways to improve your videos.

Note: Last updated 5/5/2014