Share your automotive expertise

2 Write a Blog Post

Filed in: Marketing

Facebook Is Adding Enhanced Video Metrics For Marketers

On May 5, Facebook announced its new metrics for videos that are uploaded to brand pages on the social media network.  Offering new metrics for both paid and organic videos, this move comes after the recent release of premium video advertising on Facebook, where 15-second spots both autoplay and run in the newsfeed.

The video metrics on Facebook have been quite limited in the past, with Page owners only able to see basic information such as the number of views that a video has received.  However, with the new metrics rolling out over the next few weeks, this information will be expanded greatly to include views, unique views, the average duration of videos viewed and audience retention.

Facebook explained the intention in its announcement, writing that, "These new metrics are designed to help you learn what's resonating with people and determine how to more effectively create and promote your videos on Facebook."

In the new metrics, video views are defined as views of three seconds or more, while unique views indicate the number of users who watched a video for three seconds or more.  Additionally, marketers will have the ability to see the portion of views that were derived from paid advertising.  

Facebook explained the purpose of the audience retention graph in detail, stating that, "The audience retention graph in Page Insights shows the level of interest in different parts of your video.  Spikes in the percentage of views at a certain point may indicate that people are re-watching particular moments, whereas a dip could show the precise moment when most people lost interest and stopped watching."

These new metrics will certainly help marketers to zone in on not only which videos are gaining the most traction, but also on which sections of a video are most interesting to their audience.  Furthermore, advertisers will be able to see the number of views that reached various points in the video: 25%, 50%, 75%, 95% and 100%. 

The social network's video metrics will also assist marketers with refining the groups that they are targeting in their advertisements.  In the Ads Reporting View, Facebook explains that, "Using the 'data breakdowns' feature, you can also learn how specific audiences responded to your video.  For example, if females between 18 and 34 are a demographic you target in your campaign, the data breakdown will show the number of views you received from that demographic."

Another useful aspect of these new metrics is the ability for users to see how many people watched their ad until the final seconds, or up to 95% of the total video, providing them with another tool to learn more about what is working best in their advertising practices.  


This is a good move for Facebook. We are currently digging into the YouTube Pre Roll advertising opportunities. Video is becoming more and more important in the marketing mix. It makes great sense that Facebook would be following close behind with this model.

May 21, 2014

Thanks for this article! Video for Marketing is very relevant these days as more and more people are preferring to watch than read.

An interesting fact made by Dr. James McQuivey of Forrester Research states that a 1 minute video is equivalent to 1.8 Million words. That sure is a time saver. Especially when 100 Million Internet users watch videos daily.

It is great that Facebook is not only providing video format as a way to advertise but it sounds like great metrics will help out Internet Marketers and vendors.

I think it is important to note that these stats are for direct video uploads to Facebook and not videos shared from YouTube.

Socially Yours,
Erin Ryan

May 22, 2014

I'd be curious to see what a reallocation of a television budget over 3 months would produce.

May 22, 2014

Great point Chris!

Jul 18, 2014

Comments 1 - 4 of 4

You must be logged in to comment

Login Create an account

Add your comments:


DrivingSales News' Recent Posts

Related Posts

  • What Thanksgiving has taught me about Dealership Marketing

    I’m not sure if it was my third helping of Tofurky, the belly full of wine or the fact that I’m just a total workaholic, but I couldn’t help draw some similarities between Thanksgiving and the world of automotive dealership marketing. (Yes, seriously.)Read post

  • The Billion Dollar Uber Opportunity Hiding In Your Business

    You have the same exact business model as Uber. They just deploy their assets a little bit differently.   If I ask you how you get customers what is your response going to be?   I do newspaper ads… I do T.V ads… I do PPC ads… I blog… I write posts on LinkedIn… I put pictures on Instagram… I publish on Facebook… I write on Medium… I do email marketing I do direct mail… I podcast… I wrote a book… I tweet…   GREAT, but guess what you are educating the wrong market.   Educate your current clients because when you break it down conversations about your business are happening at soccer games, dance recitals, at the grocery store, at the mall, at dinner and coffee shops.   These are the converstaions your dealership needs to be in and if you have a solution for your clients to share information about your dealership when these conversations happen you will be able to position your dealership at the time of intent.   The best and only way t...Read post

  • Content Marketing is the New Advertisement

    Content development is likely the most necessary step in keeping a website relevant to search engine algorithms and users.  This need will only increase in years to come.  Companies should focus on having adaptable content marketing strategies to ensure they are available when customers are searching for them. While PPC search engine advertising can certainly do a decent job of getting interested customers to a website, content is what ultimately gets people there without having to pay for each visit.  The more original content appears on a site that benefits people in a way that they find what they are looking for, the more the site should eventually rank for the keywords involved in that content. Thus, determining keywords and creating useful content based around them can ultimately help both customers and company owners alike.  Also, content marketing helps with social media as good, current and relevant content is easier to share and more likely to be passed along. Companies...Read post

  • RECALLS - The good and the bad

    Looking at the recent projected numbers by NADA, it appears that fixed operations is in a position to increase on their 2014 total of service and parts sales of $91.73 billion. In this latest report NADA was projecting a modest increase of four to five percent in the customer mechanical number. However, there was a twenty percent projected increase coming from the warranty side, obviously we can thank the increased volume due to recalls. Recently I was presenting in meeting with a group of high functioning CJD dealers and looking at their composite year to date we found that warranty repair was getting close to thirty five percent of their total labor sales. This number is huge when you take in consideration it has typically been in that twenty to twenty five percent range.   So why do I think this is a bad thing? We all want the added income, right? Warranty/Recall work is providing a substantial increase to all of our income, but is it here to stay. I believe that the litigious ba...Read post

  • Consumers Are Taking Their Complaints to Social Media. Are You Responding?

    In the past, consumers were limited in their options when they had any sort of complaint or service issue with a particular business. Those options, however, have progressed and today’s consumers have moved on from phone calls and e-mails to air their complaints. They now turn to review sites and social media in an effort to get businesses to rectify a perceived wrong. Yes, some of these complaints may escalate into a revenge-sort of rant by an unhappy customer. But, oftentimes a consumer is simply at their wits end after attempting to get the problem solved via traditional methods. Consumers are now getting wise to the fact that taking their unhappiness to social media may be the best way to get their problem solved.   A recent article on, described several situations in which consumers tried to get problems solved via traditional methods, to no avail. One story involved a man who purchased a refrigerator which did not work correctly. After more than four service visits ...Read post

  • Google Auto Says Mobile is the Place to Be

    In a study published this month by Google’s Automotive division titled, “The 5 Auto Shopping Moments Every Brand Must Own,” it’s crystal clear that dealers need to have a strong mobile strategy in order to stay in the game.   The study breaks the car buying experience down into five moments. Three of them are dominated by consumers using mobile devices to gain information. This information is key to what they buy and where they buy it.   According to Google, the five auto shopping moments every brand must own are:   1.     Which car is best? 2.     Is it right for me? 3.     Can I afford it? 4.     Where should I buy it? 5.     Am I getting a deal?   Once the consumer reaches the, “can I afford it?” moment, they turn to their smartphones. “Search interest for MSRP and list prices is at its highest level ever, growing 25% in the past year, driven in large part by mobile, which accounts for 70% of these searches,” the study stated. Fr...Read post

  • This Week in Social Media

    Keep your customers in mind when you’re posting updates to your social accounts, and you’ll be sure to keep them coming back for more. No one wants a social media feed that’s log-jammed with nothing but sales pitches and offers, so instead, provide quality content that offers information on relevant topics of interest. Check out some tips to get you started when it comes to posting information that keeps your followers interested and looking for your online content...Read post

  • Don’t Creep Out Your Shoppers

    Many consumers don’t know why, but they do know that every time they reach out, their phone blows up with sales calls or they start receiving emails containing information about exactly the products they’ve been looking for—even though they haven’t communicated that information directly to you. Since your dealership may be able to gain insight into the consumer journey without individual shoppers handing the specifics to you, it’s important to approach the situation correctly and delicately in order to bring potential customers to your dealership instead of sending them running in the opposite direction. In order to approach your target consumers in a strategic manner, here are some tips to keep in mind...Read post