Ep. 86: The Importance of Facebook’s Dwell Time Metric

May 17, 2017

Imagine someone scrolling through Facebook’s News Feed on their phone.

Between funny animal videos, news stories, and posts by friends and family, they pause on your carefully targeted ad.

Perhaps they notice the clever copy, or they resonate with your video’s message. And although your Facebook ad caught their eye amongst the noise, they didn’t engage.

No likes. No comments. They didn’t even click-through.

In reality, that person expressed some level of interested in your product or service, but traditional metrics had now way of reflecting that. That’s why Facebook created dwell time.

Dwell time accounts for the time a user lingers over your ad. This valuable information now gives marketers access to helpful projected metrics like Estimated Ad Recall Lift, Estimated Ad Recall Lift Rate, and Cost Per Estimated Ad Recall Lift.

If you’re thinking about running Facebook ads, Dwell time is a metric you won’t want to overlook. To learn more about this new way to measure results — plus the latest in video marketing news — then tune into this episode of Video Marketing Mastery!

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