About video ad metrics

Certain messaging-related metrics, ad campaigns and organic messaging features for businesses and ads delivered to and from Europe and Japan will be unavailable.

While Facebook shows all the results related to your campaigns in Ads Manager, some data is more relevant than others. When you create and use a video in an ad, you may want to know how the video performed. Below are lists of metrics to help you evaluate the performance of your videos.

To see your video metrics in Ads Manager, click Columns > Video engagement. You can change the metrics you see when you customise your columns.

The following metrics are available for video ads:

• 2-second continuous video plays: The number of times your video was played for 2 continuous seconds or more. Most 2-second continuous video views have at least 50% of the video pixels in view.
• Cost per 2-second continuous video play: The average cost for each 2-second continuous video play. This metric is calculated as the total amount spent, divided by the number of 2-second continuous video plays.
• 3-second video plays: The number of times your video plays for at least three seconds, or for nearly its total length if it's shorter than three seconds. For each impression of a video, we count video plays separately and exclude any time spent replaying the video.
• Cost per 3-second video play: The average cost for each 3-second video play. This metric is calculated as the total amount spent, divided by the number of 3-second video views.
• ThruPlays: The number of times your video was played to completion, or for at least 15 seconds.
• Cost per ThruPlay: The average cost for each ThruPlay. This metric is calculated as the total amount spent, divided by the number of ThruPlays.
• Reach: The number of people who see your ad at least once.
• Amount spent: The estimated total amount of money that you've spent on your campaign, ad set or ad during its schedule. This metric is calculated based on the time period you're looking at in Ads Manager. Note that if your ads are currently running, this number may be an estimate, as it can take up to 48 hours to process your ad results.
• Video plays: The number of times your video starts to play. This is counted for each impression of a video, and excludes replays.
• Video plays at 25%: The number of times your video was played at 25% of its length, including plays that skipped to this point.
• Video plays at 50%: The number of times your video was played at 50% of its length, including plays that skipped to this point.
• Video plays at 75%:The number of times that your video was played at 75% of its length, including plays that skipped to this point.
• Video plays at 95%: The number of times your video was played at 95% of its length, including plays that skipped to this point.
• Video plays at 100%: The number of times your video was played at 100% of its length, including plays that skipped to this point.
• Video average play time: The average amount of time that a video was played, including any time spent replaying the video for a single impression.

Note: When you view any of the video metrics above for a carousel ad, they sum the total values for the videos in your ad. You can view other performance metrics by each carousel card.

When you boost a live video, percentile metrics (such as video plays at 25%) aren't available during the live broadcast. If your ad continues to run after the broadcast, all standard video ad metrics become available. These metrics include video views during and after the live broadcast.

In addition to the standard video metrics above, the following messaging metrics are available when you boost a live video. To view these metrics, choose Columns > Messaging engagement in Ads Manager.

• Messaging conversations started: The number of times people started messaging your business after at least seven days of inactivity, attributed to your ads.
• New messaging connections: The number of people your business added as messaging connections, attributed to your ads.
• New blocked messaging connections: The number of times that people blocked a messaging connection with your business, attributed to your ads.
• Cost per messaging conversation started: The average cost for each messaging conversation started. This metric is calculated as the total amount spent divided by the number of messaging conversations started.
• On-Facebook purchase: The number of purchases made within a Facebook-owned product (including Messenger) and attributed to your ads.