Social media giant Meta, the parent company of Facebook and Instagram, has launched a game-changing feature for advertisers known as “Engaged View.” This groundbreaking addition to Meta's advertising toolbox is set to transform how video ad performance is assessed, particularly concerning delayed user actions.
Understanding the Engaged View Attribution
Essentially, Engaged View attribution centres on capturing conversions after a viewer engages with a video ad. Unlike traditional metrics prioritising immediate actions, such as clicking on the ad, this novel approach considers actions taken within one day of watching at least 10 seconds (or 97%) of the video ad.
To illustrate this concept, consider the case of Sharon, an Instagram Stories user. Sharon stumbles upon a video ad promoting an on-demand yoga class. Instead of swiftly skipping to the following content, she watches the ad for more than 10 seconds. The following day, Sharon decides to sign up for the yoga class, a decision directly influenced by the video ad she had seen. In this scenario, the conversion — Sharon signing up for the yoga class — is attributed to the campaign as an “engaged-view” conversion.
Unlocking deeper insights for advertisers
Meta's adoption of Engaged View attribution is driven by a desire to offer advertisers more comprehensive response reporting. This feature empowers advertisers to understand better how their video ad campaigns impact user behaviour over time, extending beyond immediate clicks and interactions.
By considering delayed responses, advertisers can more effectively connect the dots between their ad spending and actual results. This holistic approach to measurement allows marketers to optimise their video ad campaigns with greater precision.
The challenge of evolving ad tracking
Meta has been actively working to enhance conversion tracking, particularly in the realm of video ads. The increasing popularity of in-stream video content has emphasised the need for more advanced tracking capabilities.
However, acknowledging the challenges posed by external factors, such as Apple's iOS tracking changes, is crucial. These changes have indeed impacted Meta's tracking capabilities. Nevertheless, Meta remains steadfast in its commitment to providing advertisers with valuable insights and tools to enhance their ad performance.
Embracing innovation in ad performance measurement
In an environment where digital advertising is becoming progressively intricate, Meta's introduction of Engaged View attribution exemplifies its dedication to innovation. Advertisers continually seek ways to comprehend their campaigns' effectiveness better and allocate their budgets more efficiently.
By embracing this new measurement approach, advertisers can anticipate more accurate and actionable insights into their ad performance, ultimately leading to improved campaign optimisation and enhanced returns on investment.
What is next?
In a world where digital advertising is becoming increasingly complex, Meta's Engaged View attribution option offers advertisers a fresh perspective on performance measurement. This innovative feature accounts for delayed user actions and provides a more comprehensive understanding of how video ads influence conversions over time.
As advertisers navigate the changing landscape of online advertising, Meta's commitment to enhancing tracking and measurement capabilities is a valuable resource. Engaged View is poised to become an essential tool in advertisers' arsenals, helping them make data-driven decisions and maximise the impact of their video ad campaigns.
