Here’s an update on Engaged-View attribution…
Back in June of last year, Meta first announced Engaged-View Attribution. It counts a conversion when someone views your video for at least 10 seconds (or 97% if the video is shorter) and converts without clicking within one day.
At the time, Meta said that it only applied to skippable videos, but they didn’t provide further clarification. It wasn’t clear which placements actually applied, though it did seem to be most of them.
This sent me on a bit of an adventure to figure it out. At first, I questioned the value of an attribution setting that only applied to a few placements. As I researched Meta’s definition of each 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 and broke down results by placement, a picture started to clarify.
But, there still wasn’t anything definitive from Meta regarding which specific placements actually applied and which didn’t. That is, until now.
Finally, Meta released new documentation that answers this question. It reads:
Engaged-view is available for all placements except Facebook in-stream video ads that cannot be skipped.
In other words, 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 applies to all placements except for the Facebook In-Stream Video placement when videos in that placement cannot be skipped. I can’t say for sure if there are times when videos are skippable within In-Stream Video, but this still helps solve a riddle.
If you’re running a sales 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 with video ads, consider turning on 1-day Engaged View in the 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. These 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 should be higher quality than the standard view-through conversion since you know that these people watched at least 10 seconds of your video before converting.
You can view the breakdownBreakdown is a way to get insights into your ad performance related to time, delivery, action, or dynamic creative element. More of Engaged-View vs. 1-Day View by comparing attribution settings.
Have you been using Engaged-View attribution? What do you think?
