Facebook Pages now have built-in video analytics

Facebook Page owners can now see who is watching their videos — and for how long.

The Menlo Park, Calif.-based social media giant has announced a slew of upgrades and updates to the business end of the site in the past two weeks, including the fine tuning of Page Insight and Ads Reporting, for example.

Facebook announced the changes today in a blog post. The moves are a continuation of the company’s emphasis on ad innovation and keeping users and advertisers coming back for more.

A Facebook blog post described the new attributes for Page and Ads Reporting thus:

“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.”

An audience retention upgrade, for example, to the Page Insight function shows which particular parts of a video users favored, broken down into percentages. Facebook now shows you the points in videos that are being re-watched — or the point at which viewers lose interest and click to something else.

The upgrades are helpful. The metrics allow users on Page Insights to see, by percentage, the number of views throughout the video’s duration. Again, this allows users to see how well (or poorly) viewers are responding the video.

In addition, Ads Reporting now gives users demographic information on how well their video is doing by breaking down gender attributes, for example. So if you’re targeting 20 to 45 year old men in a shoe advertising campaign, for example, Facebook gives you the number of views by people in your ads demographic purview so you know if your target audience is responding.

Facebook is rolling out the upgrades in the next few weeks. The new video metrics attributes are available to those with paid Facebook Pages accounts, the company said.

Facebook co-founder and chief executive Mark Zuckerberg announced last week at the F8 developer conference in San Francisco that the social media kingpins now see the mobile arena as its future.

Indeed, Facebook saw its monthly user mobile growth hit the 1.01 billion monthly active users this quarter, up from 945 million at the end of December last year.