“As more publishers and creators are sharing longer videos on our platform, it’s becoming increasingly important to better understand audience retention,” writes Facebook on its Media Blog.
The new metrics will include a Follower versus Non-Follower viewer count that breaks down video audience views by the people who follow the page versus those who are not following the page. There will also be a new audience demographic breakdown by gender and a Zoom Chart which will highlight audience engagement throughout the video.
Facebook says the Zoom Chart will let admins “… get a closer look at the data, so you can better visualize the engagement throughout the video to see how key moments affected viewership.”
Facebook’s latest video metrics for Pages
Facebook also apologized for a bug it says it has fixed that was causing its retention graph to render inaccurate data for videos longer than two minutes: “We’ve also made a fix to the video retention graph. While the absolute retention data available to publishers and creators was accurate, in some cases the retention graph rendered inaccurately for videos longer than two minutes.”
In 2016, Facebook made a number of updates to its video measurement practices and policies after it was revealed the platform had been giving advertisers inaccurate data. The company’s video errors continued through last year and spanned across a long list of video metrics, from watch-time to organic reach, completion rates and engagement counts.