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Video Average Play Time
from Facebook
Metrics type
Units of measure
More - better
Check frequency
The average time a video was played, including any time spent replaying the video for a single impression. This metric is calculated as the amount of time spent playing your video (including replays for a single impression), divided by the total number of video plays.

Because this metric includes replays for a video, the reported average video watch time could be longer than the length of the video.
Why it is important
This data can help advertisers assess the effectiveness of their video content, make informed decisions about ad creative, audience targeting, and campaign optimization to improve video engagement and overall ad performance.
The amount of time spent playing your video
Calculation example
The video ad has been played a total of 1,000 times.
The total amount of time spent playing the video, including replays for those 1,000 plays, is 5,000 seconds (or 83.33 minutes).

Video Average Play Time = Total time spent playing your video / Total number of video plays

Video Average Play Time = 5,000 seconds / 1,000 plays

Video Average Play Time = 5 seconds per play
Affected metrics
Unique Clicks (All)
Affecting metrics
Connecting metrics

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Suggested slices for dashboards
by Ad Placement
by Video Length
by Audience Segment
by Video Type
by Interactive Elements
by Device Type
by Geographic
by A/B Test
The revenue impact pathway
Available in JetMetrics Lite only
Questions to be Answered
1. How does the average playtime of videos differ between ad formats such as in-stream video ads, carousel ads, or stories? Are there any ad formats that tend to have longer or shorter average playtimes, and how can you adjust your video content accordingly?
2. Is there a distinction in average playtime between short videos (under 15 seconds) and longer videos (over 60 seconds)? Does video duration have an effect on user engagement, and can you determine an ideal video length for your audience?
3. What effect do video thumbnails, captions, and opening scenes have on average playtime? Are there certain elements in the video that contribute to longer viewer engagement?
4. Are there any patterns or trends in video playtime based on the time of day, day of the week, or season? Do users watch videos for longer durations during certain periods?
5. How does the targeting of your ad campaigns affect video average playtime? Do videos have different levels of resonance with various audience segments, and how can you refine your targeting strategies based on playtime data?
6. Does the use of storytelling or a narrative approach in your video content lead to longer average playtimes compared to purely promotional content? How can you use storytelling techniques to increase engagement?
7. Are there any correlations between video average playtime and other key performance metrics, such as click-through rates (CTR), conversions, or return on ad spend (ROAS)? Does longer playtime usually result in better overall campaign results?
Possible causes of worsening
Video Content Quality
Poor-quality or unengaging videos result in shorter playtimes.

Video Length
Longer videos may have shorter average play times.

Explore more causes in full version of JetMetrics Lite
Tactics to improve this metric
Explore in JetMetrics Lite or Ask professionals in the Community
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