I have an update on Engaged-View Attribution…
What’s confusing about Engaged-View AttributionEngaged-View Attribution is one of the ways Meta gives credit to an ad for a conversion. In this case, a user needs to view a skippable video for at least 10 seconds (or 97% if less than 10 seconds) and convert within a day to give that ad credit. More is that it only applies to “skippable” videos. Meta has not clarified what this means.
If you rely only on placementA placement is a location where your ad is shown. Examples include Facebook's mobile Feed, Messenger, Instagram feed, Audience Network, right-hand column, and more. More specs that mention that videos are skippable, that would mean only a select few placements would qualify (in-line videos, Reels, Stories). That would make this attribution settingAttribution is how Meta gives credit to an ad for a conversion. Your Attribution Setting determines how your ad will be delivered and the reporting attribution window. The default Attribution Setting is 7-day click and 1-day view, which means that anyone who converts within 7 days of clicking or 1 day of viewing your ad will be counted as a conversion. More mostly unusable.
But I am able to confirm one thing for sure: The mobile news feed does qualify.
I did a breakdownBreakdown is a way to get insights into your ad performance related to time, delivery, action, or dynamic creative element. More of my results when I used a video, and I do see some engaged-view results for the mobile news feed.
I’ve heard from advertisers that they are seeing results for other placements, too, but I want to confirm it for myself. So I’m testing it out.
I created a video campaignThe campaign is the foundation of your Facebook ad. This is where you'll set an advertising objective, which defines what you want your ad to achieve. More that uses all placements. I’m targeting primarily custom audiences because I WANT some view-through conversionsA conversion is counted whenever a website visitor performs an action that fires a standard event, custom event, or custom conversion. Examples of conversions include purchases, leads, content views, add to cart, and registrations. More — since engaged-view is a type of view-through conversion. It’s no longer a view-through conversion when someone clicks.
Hopefully, I can get some clarity after this runs a while, and I’ll report back.
Have you used Engaged-View Attribution? What do you think?
