Facebook on Monday announced new metrics for videos (paid and organic) uploaded to brand pages on the social network.
The step comes a couple of months after the social network launched premium video advertising on the site with 15-second spots that autoplay and run in the newsfeed.
Currently, page owners on Facebook can only see information such as the number of views a video has received. But with the new metrics rolling out in the next few weeks, marketers will be able to see views, unique views, the average duration of videos viewed and audience retention.
“These new metrics are designed to help you learn what’s resonating with people and determine how to more effectively create and promote your videos on Facebook,” stated a company blog post today.
Video views are defined as views of three seconds or more, and unique views indicates the number of people who watched a video for three seconds or more. Marketers can also see the portion of views driven by paid advertising.
In terms of retention, the Page Insights dashboard will graph viewership throughout a video, showing where audience interest spiked or tailed off. Marketers will also be able to see the number of views that reached certain points in a video: 25%, 50%, 75%, 95% and 100%.
Facebook will highlight views to 95%, showing that stat in both the Page Insights and Ads Reporting tools. Users will be able to see how many people made it to the final seconds of an ad.