Here’s what I think about Engaged-View Attribution…
(If you don’t know what this is, watch my last video)
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 a step in a new direction when it comes to counting and optimizing for 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. It puts greater value on someone who is deeply engaged with a video before they convert.
Unfortunately, this has some pretty significant holes.
If you use compare attribution settingsCompare Attribution Settings is a feature within Ads Manager reporting that allows you to view how many conversions happened within each attribution window, regardless of the Attribution Setting used for optimization. For example, columns can be added to your report for 28-day click, 7-day click, 1-day click, and 1-day view to see how conversions are distributed across them. More and notice very few of your view-through conversions are engaged-view, that may lead to false assumptions. You may think that means you are only getting low-quality view-through conversions of people who don’t click your ad. That may make you think that the numbers are inflated.
The problem is that this only applies to SKIPPABLE video ads. Meta isn’t even clear what placements are defined as skippable, but it seems to include:
– In-Stream
– Facebook and Instagram Reels
– Any of the Stories placements
It doesn’t include Facebook or Instagram feeds, among others. So, if someone views at least 10 seconds of your video in their news feed, doesn’t click, and then converts within a day, it won’t be counted as engaged-view.
That’s kinda weird. So, these numbers are likely to be misleading and incomplete.
Also, why stop with video? Someone could be deeply engaged with my ad, even if it isn’t a video. They could read it, react to it, share it, or comment on it. If they don’t click to my website and then convert within a day, it’s a view-through conversion. But you could certainly also define THAT as engaged-view. Why limit this to videos — and skippable videos — only?
Bottom line, I think Engaged-View is flawed but super interesting. It could be a sign of more to come related to Meta conversion attributionAttribution 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.
What do you think?