Meta advertisers can now measure conversions that occur within one day of a video ad play.
The introduction of the Engaged-view attribution setting addresses a video trend where viewers prefer to complete their session before taking action on a video ad, minimizing disruptions to their viewing experience. Meta has said it introduced this setting to enable advertisers to capitalize on this behavior.
Why we care. By incorporating engaged-view alongside other attribution settings, you gain a more comprehensive view of your ad performance. This analysis enables you to optimize your video ad campaigns more effectively for increased conversions and a higher return on investment.
How it works. Engaged-view is included in ads measurement reporting when viewers play video ads for at least 10 seconds (or watch 97% of the video length if it’s under 10 seconds) and subsequently convert within a one-day window.
Availability. Engaged-view is available for all placements except Facebook in-stream video ads that cannot be skipped.
What Meta is saying. A Meta spokesperson said in a statement:
“The Engaged-view measurement can help you decide how to optimize for actions beyond a click such as deciding how you can optimize for people who engage with your video ads and do not click.”
“It is a way to help Meta better identify future people who may convert and ultimately drive your video campaign performance.”
“We know that not everyone who converts necessarily clicks an ad right away, and using engaged-view alongside click through and view through can give you a more holistic understanding of a customer’s path to conversion.”
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Deep dive. Read Meta’s announcement in full for more information.