Meta enhances non-click video ad conversions insights

Meta advertisers can now measure conversions that occur within one day of a video ad play.

The introduction of the Engaged-view attribution setting addresses a video trend where viewers prefer to complete their session before taking action on a video ad, minimizing disruptions to their viewing experience. Meta has said it introduced this setting to enable advertisers to capitalize on this behavior.

Why we care. By incorporating engaged-view alongside other attribution settings, you gain a more comprehensive view of your ad performance. This analysis enables you to optimize your video ad campaigns more effectively for increased conversions and a higher return on investment.

How it works. Engaged-view is included in ads measurement reporting when viewers play video ads for at least 10 seconds (or watch 97% of the video length if it’s under 10 seconds) and subsequently convert within a one-day window.

Availability. Engaged-view is available for all placements except Facebook in-stream video ads that cannot be skipped.

What Meta is saying. A Meta spokesperson said in a statement:

  • “The Engaged-view measurement can help you decide how to optimize for actions beyond a click such as deciding how you can optimize for people who engage with your video ads and do not click.”
  • “It is a way to help Meta better identify future people who may convert and ultimately drive your video campaign performance.”
  • “We know that not everyone who converts necessarily clicks an ad right away, and using engaged-view alongside click through and view through can give you a more holistic understanding of a customer’s path to conversion.”

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Deep dive. Read Meta’s announcement in full for more information.

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About the author

Nicola AgiusNicola Agius

Nicola Agius is Paid Media Editor of Search Engine Land after joining in 2023. She covers paid media, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book Mastering In-House SEO.

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