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).

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:

1. Create a new campaign in Meta Ads Manager with the desired objective.
2. Select "Website" as the conversion location.
3. Under "Cost per result goal," choose a click-through window (1-day or 7-day).
4. Select "1-day" for Engaged-view and your preferred View-through window (None or 1-day).
5. 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.

Google Ads introduced Engaged-view Conversions as standard attribution for all video campaigns in 2021.