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Facebook updates video ad metrics & adds Moat as measurement partner

Advertisers will soon be able to use Moat's measurement platform to verify Facebook's new Video Play metric.

Amy Gesenhues on August 1, 2018 at 2:00 pm

Facebook is making adjustments to the way it measures video ads, offering a new metric, removing others and bringing in a new third-party measurement solution for video advertisers.

Unrepeated watch time reported

Based on feedback from advertisers, Facebook says it is changing the way its 3-second and 10-second video view counts are calculated. Before today, these metrics included time accumulated if a viewer rewound or rewatched a video. Now, the 3-second and 10-second video view metrics will only include unrepeated seconds of watch time.

“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,” Facebook writes in the announcement on its business blog.

[Read the full article on Marketing Land.]

About The Author

Amy Gesenhues

Amy Gesenhues is Third Door Media's General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy's articles.