The drama began in September 2016, when Facebook revealed that there was a problem with its video viewership metrics – the average time that users spent watching videos was being widely overestimated. This time, the video views at 100% – which has been renamed to video observations at 100% – metric were impacted, thanks to a glitch that sometimes causes a videos audio and visual components to be unsynced. But since about 85% of Facebook video is consumed without sound, viewers are likely to stop watching the video before this latent audio completes.
Facebook’s Miscalculated Metrics: What Marketers Need to Know
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