Videos have been part of Facebook for a long time now, but in recent months the feature has been kicked up a notch: for example with the self-playing videos in the social network’s timeline. Now Facebook is launching new analytics for Page owners posting video on the service. “Today, as a Page owner, you can only see how many people started watching your video. When the new metrics roll out over the coming weeks, you will also see information like video views, unique video views, the average duration of the video view and audience retention,” explains the company in a blog post. “These new metrics are designed to help you learn what’s resonating with people and determine how to more effectively create and promote your videos on Facebook.” Video views refer to people who watched for more than three seconds – including the new self-playing videos – while audience retention presents a graph showing how each moment in a video accounted for a percentage of all views (in other words, a clear indication if lots of people stopped watching at a certain point).