Facebook Video Ads Metrics Removal For Optimisation

On 17 September, 2019 Facebook Business announced some of the metrics will be removing from the Facebook Ads dashboard for optimisation on this October. They said they are removing some of the metrics to improve offerings to advertisers with new ones that will show more actionable insights.

Update Includes

Some updates regarding video ads and lead ads metrics will see in the beginning of 29 October, 2019. These several changes will show both on the product interface and Ads Insights API v5.0. So, if you have set automated rules in Ads Manager for these metrics will no longer work after October 29.

Detailed update of metrics replacement is here as follows –

• 10-Second Video Views, Cost per 10-Second Video View and Unique 10-Second Video Views will get eradicate. As in July 2019, 10-second video views was replaced by ThruPlay as the default optimization for video views campaigns. ThruPlay optimize video that gets completed or plays for at least 15-seconds. 

  ThruPlay optimization power cost-efficient brand lift that watches for at least 10-second and those who exceeds 10-second video views for ad recall lift. Due to this transition, they remove the 10-second video view optimization and billing option in July 2019 and rest in remaining metrics in October.

• Facebook renamed several metrics which are shown below. You can call this as just naming updates.

  Previous video metric name	New video metric name
  Unique 2-Second Continuous Video Views	Unique 2-Second Continuous Video Plays
  2-Second Continuous Video Views	2-Second Continuous Video Plays
  Cost per 2-Second Continuous Video View	Cost per 2-Second Continuous Video Play
  3-Second Video Views	3-Second Video Plays
  Cost per 3-Second Video View	Cost per 3-Second Video Play
  Video Watches at 25%	Video Plays at 25%
  Video watches at 50%	Video Plays at 50%
  Video watches at 75%	Video Plays at 75%
  Video watches at 95%	Video Plays at 95%
  Video watches at 100%	Video Plays at 100%
  Video Average Watch Time	Video Average Play Time

• Leads (Form) metric will breakdown within Leads metric On-Facebook Leads channel. To improve the conversion reporting on Facebook Ads they will remove the Leads (Form) metric which is currently another column in the dashboard.

  Every action taken within Leads (Form) will display under the On-Facebook Leads channel breakdown only. The Leads metric will be omni-channel and include both on and off-Facebook leads.

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