Facebook changing its primary metric to ‘views’

Facebook has changed its primary metric to measure performance to ‘views’.

Facebook is making “views” its primary metric to measure the performance of content.

After Instagram announced that it was switching to “views” as its primary metric back in August, Meta has now announced that Facebook will follow suit.

Its owner Meta said in a statement: “Creators will now have a single distribution metric for all content types that’s calculated the same way across Facebook and Instagram.

“The new metric – called Views – tells you the number of times a reel or video was played or the number of times photo or text posts were on screen, and aligns with Instagram’s recently updated metrics.

“Views streamlines the various unique content distribution metrics into one, helping you understand how well your content is resonating regardless of format or Meta platform.

“Views also capture when people look at your content multiple times, telling you more about how interesting or entertaining it is.

“Views will be measured not just on video content but also on photos, text posts, and more.

“For reels, a view is how many times the video was played. For everything else, a view is how many times a piece of content shows up on a user’s screen, and if the same user looks at it multiple times, each instance counts as a view.”

Meta also said in the statement: “You can expect to see all these changes within Insights in Meta Business Suite and Professional Dashboard over the next few weeks. Views will be additionally available across all ads measurement surfaces for all ad formats.”