Video Plays
Total number of times the video began playing for at least 3 seconds or more. Includes autoplay and click-initiated plays across all placements.
Video View
The times a video appears on-screen and plays for at least 1 millisecond – 3 seconds. Under Meta's definition, every video play registers as a view.
Video Plays at 50%
Number of viewers who watched at least half of the video. Key mid-funnel engagement signal.
Video Plays at 25%
Number of viewers who watched at least 25% of the video's total duration. First retention checkpoint.
Video Plays at 100%
Number of viewers who watched the video to completion. Highest-intent view metric.
Video Plays at 75%
Number of viewers who watched at least 75% of the video. Strong indicator of sustained interest.
Hook Rate
3-second video plays divided by total impressions. Measures how effectively the first 3 seconds of creative capture viewer attention in the feed.
ThruPlays
Views where the viewer watched at least 15 seconds or more, or the full video if under 15 seconds. Meta's primary metric for meaningful video engagement and message retention.
Video Hold Rate
Total video plays divided by total impressions. Measures how effectively the media placement and targeting converts impressions into actual video views.
Video Engagement Rate
ThruPlays divided by total video plays. Measures the share of viewers who, once they started watching, continued to a meaningful completion threshold.