If you use Facebook regularly to advertise, you’re probably familiar with their optimization metrics and how they work. Even though this may be so, Facebook is once again changing things around, so it’s time to get used to a new way of using the platform to boost business for you. Some of the biggest changes to get used to are as follows:
Facebook has decided to remove 10-Second Video Views, Cost per 10-Second Video View and Unique 10-Second Video Views all together. Those options will no longer be available to you.
As per Facebook’s website: In July 2019, ThruPlay replaced 10-second video views as the default optimization for video views campaigns. ThruPlay optimizes for video plays to completion or for at least 15 seconds. We’ve found that ThruPlay optimization drives cost-efficient brand lift that’s on par with 10s video views, and exceeds 10s video views for ad recall lift. As part of this transition, we removed the 10-second video view optimization and billing option in July 2019. We will remove the corresponding metrics mentioned in October.
Several of the names you are familiar with will change in order to make things easier to understand and more consistent.
It’s important to keep in mind that there are only name changes–the metric optimization system with the following will still remain the same.
- Video Plays replaces Video Watches.
- Unique 2 Second Continuous Views changes to Unique 2 Second Continuous Plays.
- Video Average Watch Time changes to Video Average Play Time.
In an effort to improve the consistency of conversion reporting on Facebook, they will be removing the Leads (Form) metric, as it currently exists outside of the Leads metric. Instead, an On-Facebook Leads channel breakdown within the Leads metric will replace it. All actions captured within Leads (Form) today will be represented in the On-Facebook Leads channel breakdown. The Leads metric will be omni-channel and include both on and off-Facebook leads. This should help users both on and off the platform while still keeping everything organized.
Be aware of the changes, and adapt your business to learn how to master them once again. Let us know your thoughts!