Meta launches Engaged-View to help advertisers drive more video insights and performance
Meta this week introduced a new attribution setting called Engaged-view to help advertisers measure conversions that occur within 24 hours of a video ad being played for at least 10 seconds (or 97% of its length if shorter).
Meta this week introduced a new attribution setting called Engaged-view to help advertisers measure conversions that occur within 24 hours of a video ad being played for at least 10 seconds (or 97% of its length if shorter).
This addresses the trend of viewers engaging with video ads but taking actions later, like visiting a website or making a purchase, without clicking directly on the ad.
Benefits include:
- More results for the same budget: Optimize for actions beyond clicks and identify potential converters who don't click immediately.
- More insights on the customer journey: Gain a holistic understanding of how viewers convert, including non-click actions.
- Better understanding of video ad value: Measure the effectiveness of video ads in driving non-click conversions.
Availability:
- Engaged-view is available for all placements except Facebook in-stream video ads that cannot be skipped.
- Works with campaign objectives like Sales, Leads, or Engagement.
How to use it:
- Create a new campaign in Meta Ads Manager with the desired objective.
- Select "Website" as the conversion location.
- Under "Cost per result goal," choose a click-through window (1-day or 7-day).
- Select "1-day" for Engaged-view and your preferred View-through window (None or 1-day).
- Launch your campaign.
Reporting:
- Engaged-view conversions are reported separately from click-through and view-through conversions.
- Use "Compare attribution settings" to compare results across different windows.
Overall, Engaged-view offers a valuable tool for advertisers to gain deeper insights into video ad performance and optimize campaigns for better results.
Comparing Meta Engaged-View with YouTube Engaged-View Conversions
Both Meta Engaged-View and YouTube Engaged-View Conversions serve a similar purpose: attributing conversions to video ads where viewers watched a significant portion but didn't necessarily click. However, there are some key differences:
Attribution Window:
- Meta: Up to 1 day after watching at least 10 seconds (or 97% of video length if shorter).
- YouTube: Up to 1 day after watching at least 10 seconds (or entire video if shorter) for skippable in-stream ads only.
Campaign Objectives:
- Meta: Available for Sales, Leads, or Engagement objectives.
- YouTube: Primarily used for website conversions where the conversion location is the website and performance goal is conversions.
Placement Availability:
- Meta: All placements except Facebook in-stream video ads that cannot be skipped.
- YouTube: Skippable in-stream ads only, not available for other placements like bumper ads.
Conversion Measurement:
- Meta: Includes both website and app conversions.
- YouTube: Primarily focused on website conversions.
Reporting:
- Meta: Reported separately from click-through and view-through conversions in Ads Manager.
- YouTube: Reported as "Engaged-view conversions" within conversion metrics.
Overall:
- Meta Engaged-View: Offers more flexibility with campaign objectives and placement options, and includes both website and app conversions.
- YouTube Engaged-View Conversions: More specific to website conversions and primarily focused on skippable in-stream ads.
In conclusion:
Both platforms offer Engaged-View options, but the specific features and functionalities differ. Choose the one that best aligns with your campaign goals, target audience, and platform preferences.
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