---
title: Reels Analytics
description: "Reels is a vertical, swipeable video format: viewers watch one short video and swipe to the next. The Reels section under Analytics shows how your Reels perform: how often they are loaded and played, how viewers interact with them, and which videos perform best."
---
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# Reels Analytics
## Understanding the Reels reports
**Reels** is a vertical, swipeable video format: viewers watch one short video and swipe to the next. The **Reels** section under **Analytics** shows how your Reels perform: how often they are loaded and played, how viewers interact with them, and which videos perform best.
Most reports show a total chart first, followed by the same data split by device type: **Mobile, Desktop, Smart TV, Tablet** and **Unknown**. If a device panel is empty, there was no data for that device type in the selected period.
### Overview
At the top of the page, three key numbers summarise your Reels performance:
- **Total views** – total number of Reels views.
- **Top reel views** – views of your most-watched Reel.
- **Avg watch time** – the average time viewers spend watching a Reel.
Below them:
- **Plays vs. impressions vs. loads** – compares how often the Reels unit was loaded, how many videos were played, and how many ad impressions were served. The exact numbers appear below the chart.
- **Top 5 videos** – your five most-viewed Reels, listed by video ID.
- **Reel performance** – a detailed breakdown of **Video events** and **Ads**. Switch between them using the tabs.
### Engagement
Shows how viewers interact with your Reels:
- **Play** – a video started playing.
- **Swipe** – the viewer swiped to the next video.
- **Mute / Unmute** – the viewer turned the sound off or on.
- **25% / 50% / 75% / 100%** – how much of the video viewers watched.
A high number of swipes compared to plays is normal for Reels, because viewers browse through several videos. If many viewers leave before 25%, consider stronger openings or shorter videos.
### Operating system
Shows which operating systems your Reels viewers use (for example Windows, iOS, Android, macOS).
### Browser
Shows which browsers your Reels are watched in (for example Chrome, Safari, Firefox). Below the charts, the **Plays by browser** chart lets you filter by device type and export the data with **Download report**.
### Geography
Shows the countries your Reels viewers come from.
### Traffic sources
Shows the websites (domains) where your Reels were played. This helps you compare performance across your sites.
### Top Videos
Shows the performance of each individual Reel.
The key numbers at the top are **Total impressions**, **Total requests**, **Total plays**, **Total pauses** and **Avg watch time**. Impressions and requests refer to ads.
- **Daily impressions vs. plays** – daily trend of ad impressions and video plays.
- **Plays by device** – plays split by device type.
- **Videos table** – lists each Reel with **Plays**, **Pauses**, **Mutes**, **Avg watch time**, **Impressions**, **Requests** and a **Trend** line showing how plays developed over the period.
In the table you can:
- click a column name to sort by it,
- use **Filter** to search for a specific video,
- change how many videos are shown with **Show … videos**.
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