Ads News
Updated Video Metrics in Marketing API

Starting July 31, 2018, Facebook is making changes to how many of our video metrics are calculated. We believe these metrics need to change to best capture the evolving and unique viewing behavior on Facebook. We will make these changes:

Moving from aggregate seconds watched to unique seconds watched for 3-Second and 10-Second Video Views

In the past we counted these metrics based on the aggregate time a video played. This means if someone rewound a video and played the same 5 seconds twice, we counted it as a 10-second view. Now we count unique seconds played in a video.

  • 3-Second Video Views - Found under action_metric, action_type, video_view = 3. Counts the number of times your video played for 3 seconds, or for 97% of its total length if it's shorter than 3 seconds. We no longer count time spent replaying a video for a single impression.

For example:

  • Someone plays a 2-second video for 1.94 seconds, or a 3-second video for 2.91 seconds. We count this as a 3-second video view.
  • Someone plays a 3-second video for 2 seconds, then rewinds and watches the first 2 seconds again. We do not count this as a 3-second video view, since we do not include replays.

  • 10-Second Video Views- Found under action_metric, action_type, video_view = 10. The number of times your video played for at least 10 seconds, or for nearly its total length if it's shorter than 10 seconds. We count video views separately and exclude any time spent replaying the video for a single impression.

For example:

  • Someone plays a 5-second video for 4.85 seconds, or a 10-second video for 9.7 seconds. We count this as a 10-second video view.
  • Someone plays a 10-second video for 5 seconds, then rewinds and watches the first 5 seconds again. We do not count this as a 10-second video view, because we do not include replays.

Aligning names for video metrics for advertisers and non-advertisers so that they use the same name and definitions

Introducing one new video metric

Video plays - This counts when a video begins to play. This enables us to share more data about the video's play time beyond impression and duration metrics, and is important for future capabilities, such as providing video retention curves.

Deprecating three metrics

  • video_30_sec_watched_actions - The number of times your video was watched for an aggregate of at least 30 seconds, or for nearly its total length, whichever happened first.
  • video_p95_watched_actions - The number of times your video was watched at 95% of its length, including watches that skipped to this point.
  • video_avg_percent_watched_actions - The average percentage of your video that people watched.

For full documentation, see Insights API, Parameters and Fields.