Facebook averages more than 3 billion video views per day. We know that video is growing, but the metrics aren’t always clear on how well a video campaign is performing. This is why Facebook has recently made some changes to help improve measurement.

Facebook has shown us how quickly people begin to stop watching a video in the News Feed compared to pre-roll and TV, so it’s increasingly important to get your message across very quickly. Unlike pre-roll videos, Facebook allows people to pause, rewind and fast forward a video ad just like a video from friends or family. In order to adapt to the way people consume video within the News Feed, Facebook has updated their 3- and 10-second video views to count unrepeated seconds. This will allow advertisers to truly understand video consumption versus video interaction.

Facebook previously reported that videos may not always play due to a user’s settings, network or behavior, so they will be updating their metrics to include the amount of times a video actually starts playing. Video completion rate has been challenging to understand, but now can be calculated by dividing the completed video view by the video plays. This can help show how well the creative is keeping the audience engaged. If there’s a huge drop-off from even the video play to a 3-second video view, then you might need to adjust your creative to better grab the attention of your audience.

While Facebook is making some progress in video metrics, there still needs to be a clear key performance indicator (KPI) for how you will measure your video campaigns. Whether it’s driving traffic to your website or getting as many video views as possible, the success of a video campaign depends on which metrics are used to optimize.