If you’re running video ads on Meta (Facebook and Instagram), success isn’t just about views. You need to know how long people are watching, where they’re dropping off, and which videos are actually getting attention. Meta provides a rich set of video performance metrics to help you analyze viewer behavior in detail. Here’s your simple guide to understanding each metric—and how to use it to create better content that performs.
🎬 Basic Video Play Metrics
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Video Plays – Any time a video begins to play, even for a second.
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2-Second Continuous Video Plays – When a video is watched continuously for 2 seconds or more.
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3-Second Video Plays – Considered a more qualified view; the video played for at least 3 seconds.
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ThruPlays – When a video ad is watched to completion (if under 15 seconds) or for at least 15 seconds (if longer). This is one of Meta’s most important video ad benchmarks.
🧠 Use these to compare video hook strength and early engagement.
⏱️ Video Watch Time & Retention Metrics
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Video Plays at 25%, 50%, 75%, 95%, 100% – Tracks how many people watched a quarter, half, three-quarters, almost all, or the full video.
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Video Average Play Time – The average number of seconds viewers spent watching the video.
🧠 Use this to identify which part of your video loses viewers—and where it holds attention.
💰 Video Cost Metrics
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Cost per ThruPlay – How much it costs to get a ThruPlay.
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Cost per 2-Second Continuous Play / Cost per 3-Second Play – Measures how much you’re spending for very short but valid views.
🧠 Use this to track cost efficiency of video engagement—not just impressions.
🧩 Instant Experience Video Metrics
If your video is part of an Instant Experience ad (full-screen format), Meta tracks video activity inside that immersive space:
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Instant Experience View Time – Total time spent watching video inside the experience.
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Instant Experience View Percentage – What percentage of the Instant Experience was viewed.
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Instant Experience Reach – Number of people who saw your Instant Experience.
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Instant Experience Impressions – Total number of times it was shown (can be higher due to repeat views).
🧠 Use these to evaluate storytelling ads, product walkthroughs, or catalog previews inside Instant Experience.
Conclusion
Video metrics give you more than a view count—they show how people are reacting to your content, how long they stick around, and whether your message hits home. By tracking metrics like ThruPlays, average watch time, and percentage watched, you can refine your video strategy, improve storytelling, and maximize your ad spend.