Facebook has updated its video ad metrics to help advertisers measure the performance of the advertisements on the platform. The company has removed redundant and infrequently-used video metrics.

The changes will allow the advertisers to measure unrepeated seconds in their ads.

The Facebook team says, “Businesses have told us they’d prefer that these two metrics only count unrepeated seconds watched to more accurately measure consumption, so we’ll be updating how we calculate these two metrics across all video reporting in Ads Manager and Page Insights to no longer incorporate watch seconds from rewinding.

Introducing Video Plays

Marketers have also told us that they want a better way to measure when someone sees a video playing, which happens on average 70% of the time for videos in News Feed, versus when someone sees a video ad that has not played. Last year, we shared how videos may not always play when an impression is reported due to someone’s settings, network or behavior”.

Updating Video Ad Metrics to Better Match the Ways People Watch

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