Data Source: Meta Marketing API
Metrics: 15
Metrics: 15
Metrics in This Group
| Metric | Description | When to Use |
|---|---|---|
| Meta Video Views | 3+ second video views | Measure video engagement threshold |
| Meta Video Plays | Video play starts | Track total play initiations |
| Meta Video Completions | 100% completion | Measure full video engagement |
| Meta ThruPlay | ThruPlay views | Optimize for awareness campaigns |
| Meta ThruPlay Views | ThruPlay view count | Track ThruPlay volume |
| Meta Video Views 15 Sec | 15+ second views | Measure sustained attention |
| Meta Video Views 25% | 25%+ completion | Track early drop-off |
| Meta Video Views 50% | 50%+ completion | Measure mid-point retention |
| Meta Video Views 75% | 75%+ completion | Track near-completion rate |
| Meta Video Views 100% | 100% completion | Measure full video consumption |
| Meta Average Watch Time | Average video watch duration | Compare content engagement |
| Meta Cost per Video View | Spend ÷ Video views | Evaluate view acquisition cost |
| Meta Cost per Video Play | Spend ÷ Video plays | Track play initiation cost |
| Meta Cost per ThruPlay | Spend ÷ ThruPlay | Optimize ThruPlay efficiency |
| Meta Cost per 15 Sec View | Spend ÷ 15s views | Measure sustained attention cost |
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
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