Meta has introduced a new setting for advertisers to measure conversions that occur within one day of a video ad play. This new 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 stated that this setting was introduced to enable advertisers to capitalize on this behavior.
Incorporating Engaged-view alongside other attribution settings provides a more comprehensive view of ad performance. This analysis allows advertisers to optimize their video ad campaigns more effectively for increased conversions and a higher return on investment.
The Engaged-view setting 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. It is available for all placements except Facebook in-stream video ads that cannot be skipped.
A Meta spokesperson stated that Engaged-view measurement can help advertisers decide how to optimize for actions beyond a click, such as optimizing for people who engage with video ads but do not click. This new setting is a way to help Meta better identify potential customers who may convert and ultimately drive video campaign performance. By using Engaged-view alongside click through and view through, advertisers can gain a more holistic understanding of a customer’s path to conversion.
The full announcement from Meta is available for those looking for a deep dive into this new setting.
The author of this article, Nicola Agius, serves as the Paid Media Editor of Search Engine Land and covers paid media, retail media, and more. With over 15 years of experience in journalism, Agius has previously worked at reputable publications such as OK! Magazine, Mail Online, Mirror, Digital Spy, and The Sun. Additionally, she has teamed up with SEO agency Blue Array to co-author Amazon bestselling book Mastering In-House SEO.
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