How to Measure Facebook Instant Article Performance

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How to Measure Facebook Instant Article Performance

Because publishers like you are in complete control of your Instant Article you post, you will be enabled to publish it on your own site. This makes Facebook an alternative platform to deliver your content to your followers.

To help you understand the performance of your Instant Articles, here are some of the metrics you have to track:

Instant Articles Native Video Metrics

  • Average Time Watched. This metric shows the average length of time spend on viewing the video.
  • Unique Viewers. The number of individual people who viewed a particular video.
  • Video Retention. The number of views of the video at each moment as a percentage of all video views.
  • 10-second views. The total number of times the video was viewed for more than 10 seconds. If the video is shorter than 10 seconds, this metric will show the number of times 97% of the video was viewed.
  • Video Views. The total number of times the video was viewed for more than 3 seconds. If the video is shorter than 3 seconds, this metric will show the number of times 97% of the video was viewed.
  • Minutes Viewed. The total number of minutes of watch time spent on a particular video.

Instant Article Insights

  • All Views. This shows you the number of views per day.
  • All View Durations. This shows you the duration of view with breakdowns for the whole week.
  • All View Durations Average. This shows you the average duration of view for the whole week.
  • All Scrolls. The scroll depth with breakdowns for the week.
  • All Scrolls Average. Average scroll depth for the week.

Here are some of the metrics that you will instantly see when you click the graph icon next to an article title:

  • The total number of times that an Instant Article is opened.
  • Time Spent. The time spent on reading the article.
  • Scroll depth. This is a measure of how deep into the article your readers scroll down in order to let you know how many people read the article to the end.

Sources:

https://developers.facebook.com/ia/blog/post/2016/09/27/video-metrics-for-instant-articles/

https://developers.facebook.com/docs/instant-articles/analytics

https://developers.facebook.com/docs/graph-api/reference/v2.8/instant-article-insights