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Video metrics track how people watch your Meta video ads. Monitor view counts, completion rates, and cost efficiency for video content on Facebook and Instagram.
Data Source: Meta Marketing API
Metrics: 15

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Metrics in This Group

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How These Metrics Relate

  • Video Plays counts all play initiations, including auto-plays
  • Video Views requires 3+ seconds watched (Meta’s standard threshold)
  • ThruPlay counts views that complete OR reach 15 seconds (whichever comes first)
  • Completion metrics (25%, 50%, 75%, 100%) track viewing depth
ThruPlay is Meta’s recommended optimization goal for video awareness campaigns.

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Choosing the Right Metric

  • Awareness campaigns: Use ThruPlay as your primary optimization metric
  • Content quality: Compare completion rates (25% → 100%) to identify drop-off points
  • Attention span: Use Average Watch Time to compare video performance
  • Cost efficiency: Track Cost per ThruPlay to optimize delivery efficiency
  • Full engagement: Use Video Completions for videos where the full message matters