Facebook rarely talks about its video product, and today announced new metrics that will give Page owners far more insight into how their videos are performing.
Rolling out “over the coming weeks,” Pages will soon see video views, unique video views, average viewing duration and audience retention.
Video views are only counted if someone watches for at least three seconds, and Facebook says it counts auto-plays in the News Feed.
You will also be able to see how many people viewed to a specific interval, all the way from 25 percent to 100 percent of the video.
Audience retention includes a simple graph that maps the percentage of total views as time progresses:
The newly upgraded video metrics will be available on both organic (free) and paid (sponsored) videos, and advertisers can discover even more insight related to demographics such as age or gender.
“Using the ‘data breakdowns’ feature in Ads Reporting, you can also learn how specific audiences responded to your video. For example, if females between 18 and 34 are a demographic you target in your campaign, the data breakdown will show the number of views you received from that demographic.”
Facebook is years behind in video analytics compared to YouTube, but it’s better late than never as they say.