Meta Video Views counts how many times your video ad was watched for at least 3 seconds—Meta’s default view threshold.
Meta Video Views = COUNT ( 3-Second Video Views )
| Metric | Definition |
|---|
| 3-Second Video Views | Video plays where the user watched for at least 3 continuous seconds |
| Metadata | |
|---|
| Type | Number |
| Data Source | Meta Ads |
| Aggregation | Sum |
Example
Your product demo campaign generated 125,000 video views across Instagram and Facebook last month.
| Placement | Video Views | Video Plays | View Rate |
|---|
| Instagram Reels | 72,000 | 95,000 | 75.8% |
| Facebook Feed | 38,000 | 52,000 | 73.1% |
| Stories | 15,000 | 28,000 | 53.6% |
How It Works
Meta registers a video view when a user watches your ad for at least 3 continuous seconds. This threshold filters out accidental scrolls and auto-play skips, giving you a cleaner signal of intentional engagement. Views are counted across Facebook, Instagram, Messenger, and the Audience Network.
When to Use
| Scenario | Action |
|---|
| Comparing video creative performance | Higher view counts signal more engaging content |
| Evaluating audience targeting | Low views relative to plays indicates targeting mismatch |
| Measuring brand awareness lift | Track views alongside reach for exposure metrics |
| Optimizing cost efficiency | Compare cost per view across ad sets |
| Metric | Relationship |
|---|
| Meta Cost per Video View | Spend efficiency—how much each 3-second view costs |
| Meta Video Plays | Total plays including auto-play—always higher than views |
| Meta Thruplay Views | Videos watched to completion or 15+ seconds |
