Hey guys,
Facebook has important updates this month on metrics around video ads and lead ads. I believe most of you have campaigns with them and don't panic if you cannot find the metrics you used to check everyday!
- Removal of 10-second video views, cost per 10-second video view and unique 10-second video views
In July 2019, ThruPlay replaced 10-second video views as the default optimisation for video views campaigns. ThruPlay optimises for video plays to completion or for at least 15 seconds. Facebook has found that ThruPlay optimisation drives cost-efficient brand lift that's on par with 10-second video views, and exceeds 10-second video views for ad recall lift. As part of this transition, facebook removed the 10-second video view optimisation and billing option in July 2019. Facebook will remove the corresponding metrics mentioned in October.
And more naming changes:
| Previous video metric name | New video metric name |
|---|---|
| Unique 2-second continuous video views | Unique 2-second continuous video plays |
| 2-second continuous video views | 2-second continuous video plays |
| Cost per 2-second continuous video view | Cost per 2-second continuous video play |
| 3-second video views | 3-second video plays |
| Cost per 3-second video view | Cost per 3-second video play |
| Video watches at 25% | Video plays at 25% |
| Video watches at 50% | Video plays at 50% |
| Video watches at 75% | Video plays at 75% |
| Video watches at 95% | Video plays at 95% |
| Video watches at 100% | Video plays at 100% |
| Video average watch time | Video average play time |