How Are Facebook Video Metrics Really Measured?
This year introduced changes to improve advertising metric offerings across almost every social media platform. Clearly, the cries of advertisers for better solutions to measure engagements have been heard. Facebook, the most commonly used social media platform, recently adapted new metrics for video advertisements. After feedback from advertisers, the popular social network chose to implement these adjustments as a solution to the vocalized frustrations. Ultimately, the new metrics Facebook collects are more helpful for advertisers, making it easier for evaluation of Facebook campaigns.
According to Facebook’s business page, the main consideration in the metric revamp was measurement of consumption. Several advertisers emphasized the need for consumption metrics since the past metric system fell short of accurately calculating the progress of campaigns. Now, when thoroughly analyzed, consumption records may give insight on the attraction and deflection of consumer attention. To address these needs, the new metrics now report consecutive time-watched and video milestones.
The time-watched ad metric records how long someone continuously watches a Facebook video. These reports inform advertisers how many people watch for 2, 3, or 10 ongoing seconds. Before these changes, video metrics included when a video was rewound or rewatched, but now the measurements for consecutive seconds watched won’t display data when someone repeatedly watches a video. Several advertisers expressed complaints about this metric and argued that repeated views only warp the data. Since Facebook video allows members to scroll past video ads, time-watched suggests how open users are to voluntarily consume certain advertisements.
Another new helpful constructive ad metric is the milestones consumers reach while watching a video advertisement. The data presents this information through the percentage of the video a consumer watched. The percentage increments show milestones at 25, 50, 75, 95, and 100 percent. In short, milestones express what point consumers watch or stop watching an advertisement.
Due to specific settings in which autoplay of videos may be turned off, Facebook only records data when a video actually plays. Therefore, it excludes any impressions made on a video when the user does not play it. With the implementation of these new metrics and restrictions, advertisers can better depict consumption of ad material.
Ideally, these new Facebook video ad metrics will transform campaign evaluation for all businesses that advertise on the social platform. As many smart advertisers know, impressions and engagements are important but consumption holds higher value.
The data metrics are sometimes tricky to understand, especially with ongoing changes. If you’re looking for help with your Facebook Ad campaign, seek help from our full-service marketing team. Facebook campaigns and ad metrics are our second language.