Formula
Meta Average Watch Time = Total Watch Time ÷ Meta Video Plays
Formula Components
Example
Your three video campaigns show different average watch times based on content length and engagement:
The Product Teaser retains most viewers, while longer formats show expected drop-off. Average watch time helps you find the optimal video length for your audience.
How It Works
Meta tracks how long each viewer watches your video ads and calculates the average across all plays. Higher watch time indicates more engaging video content. This includes partial views—if 100 people play your 30-second video and half leave at 10 seconds while half complete it, your average watch time would be 20 seconds.When to Use
Related Metrics
See all Meta Video metrics →