Must-Know Facebook Video Metrics

Highlights: Facebook Video Metrics

  • 2. Unique views
  • 3. Total minutes viewed
  • 4. Average watch time
  • 5. Video average percent viewed
  • 6. Engagement
  • 7. Video reach
  • 8. Video impressions
  • 9. Click-through rate (CTR)
  • 10. Video audience retention
  • 11. 10-second views
  • 12. Auto-play vs. click-to-play views
  • 13. Reactions
  • 14. Sound-on vs. sound-off views
  • 15. Organic vs. paid views

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In recent years, Facebook has rapidly transformed from a simple social networking platform to an influential marketing powerhouse. One of the key reasons behind this evolution is the increasing engagement and traction of Facebook video content. As marketers and brands strive to make the most of this engaging medium, understanding Facebook Video Metrics has become essential.

In today’s blog post, we’ll delve into the importance of these metrics, as well as explore valuable insights and tactics to help you optimize your video campaigns for outstanding results. So, let’s dive in and unravel the intricacies of Facebook Video Metrics that every marketer should be aware of in this dynamic digital landscape.

Facebook Video Metrics You Should Know


The total number of times a video has been watched on Facebook. This includes both unique and repeat views.

2. Unique views

The number of individual users who have watched the video. This metric helps in determining the reach of the video.

3. Total minutes viewed

The total amount of time users have spent watching the video. This metric helps in understanding audience engagement with the video content.

4. Average watch time

The average time users spend watching your video. This is calculated by dividing the total minutes viewed by the total number of views.

5. Video average percent viewed

The percentage of the video that users watch on average. This metric provides insight into when users are losing interest in the video.

6. Engagement

The total number of likes, shares, and comments a video has received. This metric helps determine how well the audience is responding to the video content.

7. Video reach

The number of unique Facebook users who saw the video in their News Feed, as shares, likes, or comments.

8. Video impressions

The total number of times the video was loaded and displayed, whether it was watched or not. This includes unique and repeat impressions.

9. Click-through rate (CTR)

The percentage of users who clicked on the video after seeing it in their News Feed. This metric is useful in determining the effectiveness of video thumbnails and titles.

10. Video audience retention

A graph displaying the percentage of viewers who continue to watch the video as time progresses. This metric helps identify points in the video where viewers are leaving.

11. 10-second views

The number of times a video was watched for at least 10 seconds or 97% of its total length, whichever is shorter. This metric helps in understanding viewer interest in the video content.

12. Auto-play vs. click-to-play views

A breakdown of how many views were from auto-play (the video automatically starting in News Feed) and click-to-play (the user actively clicking to play the video).

13. Reactions

The number of reactions (like, love, haha, wow, sad, or angry) a video has received. This metric helps gauge users’ emotional response to the video content.

14. Sound-on vs. sound-off views

A breakdown of how many users watched the video with sound on or sound off. This metric helps in understanding the importance of audio in your video content.

15. Organic vs. paid views

A comparison of the number of video views that were a result of organic (non-promoted) posts and paid advertising promotions.

By analyzing these Facebook Video Metrics, you can understand the effectiveness and engagement of your video content on the platform, make data-driven decisions for future content, and refine your video marketing strategy.

Facebook Video Metrics Explained

Facebook Video Metrics such as views, unique views, total minutes viewed, average watch time, video average percent viewed, engagement, video reach, video impressions, click-through rate, video audience retention, 10-second views, auto-play vs. click-to-play views, reactions, sound-on vs. sound-off views, and organic vs. paid views, are crucial in measuring the overall performance and engagement of your video content on the platform.

These metrics offer valuable insights into viewer behavior, audience reach, interest, and emotional response, enabling you to make data-driven decisions for future content and refine your video marketing strategy. By understanding the importance of audio and the effectiveness of video thumbnails and titles, these metrics help you optimize your content for maximum impact, organic growth, and the high-quality delivery of your message to your target audience.


In summary, Facebook Video Metrics are crucial in understanding the performance and reach of your video content. As a content creator, marketer or business owner, keeping a close eye on these metrics will enable you to make informed decisions about future content, optimize your engagement with your target audience, and ultimately, achieve your marketing goals.

By utilizing the available data, such as views, watch time, and retention rates, you can fine-tune your approach, maximizing visibility and cultivating a strong presence on the platform. Facebook Video Metrics provide invaluable insights, making them an essential component of a successful video marketing strategy.


What are Facebook Video Metrics and why are they important for businesses?

Facebook Video Metrics are a set of data and statistics that provide insights into the performance of your Facebook videos. These metrics help businesses understand how their content is resonating with their audience, measure the success of their marketing efforts, and optimize their video strategy for better engagement and reach.

What are some key Facebook Video Metrics to consider?

Some key Facebook Video Metrics to consider include video views, 3-second and 10-second views, average watch time, engagement (likes, comments, shares), and audience retention. Analyzing these metrics can help businesses identify trends, measure viewer interest, and make data-driven decisions to improve their video content.

How can businesses improve their reach and engagement using Facebook Video Metrics?

By analyzing the metrics, businesses can identify the types of content that resonate best with their audience, optimal video length, and the most engaging moments in their videos. They can then use these insights to create more targeted, engaging, and shareable content, ultimately resulting in better reach and engagement on the platform.

How do I access Facebook Video Metrics on my Facebook page?

To access Facebook Video Metrics, go to your Facebook Page, click "Insights" in the top menu, then click "Videos" in the left-hand column. Here, you'll find an overview of your video performance along with detailed metrics for individual videos. You can also access video insights directly from the post itself by clicking on the post's reach or engagement numbers.

Are there any tools or resources to help businesses make sense of their Facebook Video Metrics data?

Facebook offers its native analytics tool called Facebook Insights to help businesses track their video performance. Additionally, third-party tools like Socialbakers, Hootsuite, and Sprout Social offer in-depth analytics and the ability to track Facebook Video Metrics alongside other social media platforms. Keep in mind that regularly reviewing and updating your video strategy based on the insights from these tools is essential for continued success.

How we write our statistic reports:

We have not conducted any studies ourselves. Our article provides a summary of all the statistics and studies available at the time of writing. We are solely presenting a summary, not expressing our own opinion. We have collected all statistics within our internal database. In some cases, we use Artificial Intelligence for formulating the statistics. The articles are updated regularly.

See our Editorial Process.

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