Meta Extends "Views" Metric to Facebook, Unifying Performance Measurement Across Content Formats
After making "Views" the primary statistic on Instagram last summer, Meta is now extending this key metric to Facebook. Content creators on the social network will now be able to rely on a single metric to evaluate the performance of their posts, regardless of format. Last week, Facebook announced that views will become the primary performance metric for all types of content: Reels, videos, Stories, photos, and text posts. The "Plays" or "Reads" of videos and Reels will now be referred to as "Views". For Stories, photos, and text posts, Views will replace impressions. Each on-screen appearance of content, including repeated views, will be counted. For example, a photo viewed three times will count as three Views, compared to a single impression previously. The statistics in Meta Business Suite and the professional dashboard are being revamped, with Views as the primary indicator of performance. Impressions and other metrics will still be measured but relegated to a secondary role. Meta is also updating video statistics, replacing watch time with "Minutes Viewed" and "Average Minutes Viewed" to offer more precision. These data will be available for both organic and sponsored content, enabling consistent analysis of impact on audiences.
