Facebook is introducing a groundbreaking update to its advertising platform with the introduction of ‘Engaged-view’ attribution for video ads. This new feature revolutionizes conversion tracking by providing a ‘non-click conversion attribution’ for video ads. Here’s everything you need to know about this exciting update:
What is ‘Engaged-view’ Attribution?
‘Engaged-view’ attribution measures conversions that occur after a user views a substantial portion of a skippable video ad and then converts within 24 hours. It is similar to the Engaged-view conversions available for YouTube campaigns, enabling advertisers to better understand the impact of their video ads on conversions.
How Does it Work?
This view-based conversion attribution is exclusively available for campaigns that utilize skippable video ads. Unlike the 1-day view attribution, ‘Engaged-view’ attribution registers an ‘Engaged-view’ when a user plays at least 10 seconds of a skippable video ad or watches at least 97% of the video ad’s total length if the video ad is shorter than 10 seconds.
Following the ‘Engaged view,’ the same user must convert within 24 hours for the conversion to be attributed to the campaign as an Engaged-view conversion. This attribution mechanism allows advertisers to gain insights into the effectiveness of their video ads in driving conversions.
Benefits of ‘Engaged-view’ Attribution
The introduction of ‘Engaged-view’ attribution brings several benefits to advertisers. It enables them to:
- Accurately Measure Video Ad Performance: With ‘Engaged-view’ attribution, advertisers can precisely measure the impact of their video ads on conversions. This provides valuable insights into the effectiveness of their campaigns.
- Optimize Skippable Video Ads: By understanding the conversions generated from ‘Engaged-views,’ advertisers can optimize their skippable video ads for better results. They can analyze which parts of the ad lead to higher engagement and conversions and make informed adjustments.
- Enhance Campaign Strategy: The availability of ‘Engaged-view’ attribution expands the range of metrics and data points for advertisers to analyze. This empowers them to refine their campaign strategies, making data-driven decisions based on comprehensive performance data.
Availability and Implementation
The ‘Engaged-view’ attribution feature is currently rolling out, and advertisers will gain access gradually. Once you have access, you can select Engaged-view as your attribution setting for campaigns using the Sales, Leads, or Engagement objectives. To report on Engaged-view attribution, simply select ‘Compare attribution settings’ in the reporting columns of Ads Manager.
Keep an eye out for this exciting update and leverage ‘Engaged-view’ attribution to unlock new insights into your video ad campaigns on Facebook. This feature promises to enhance the way you measure the performance of your ads and make informed decisions for future campaigns.
Stay tuned for more updates as Facebook continues to innovate and provide advertisers with advanced tools to achieve their marketing objectives!
Note: This information is based on the latest available data and is subject to change as Facebook updates its platform.
Hello, I’m Ali Raza, the brain behind Digital Realm Trends.
Hailing from the vibrant world of digital marketing, I’ve honed my skills over years. Based on my experience, I’m here to unravel the complexities of digital marketing, analytics and paid marketing, crafted for individuals like you. Join me in uncovering the power of digital marketing tools and strategies, fueled by experimentation and insights.
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