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.
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.