Facebook Metrics

Video average watch time

Definition: Video average watch time counts the average time a video was played for. Any time spent replaying the video is included for a single impression.

How it’s calculated: Video average watch time is calculated by dividing the total watching time of a video by the total number of video plays, including replays.

Related Metrics

CPC (cost per link click)
Cost per estimated ad recall lift (people)
Page engagement
Cost per Page like
Cost per event response
Unique outbound CTR (click-through rate)

Metric Categories:


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