Observed Signal · Jan 31, 2024 · Technical Release · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Positive
Meta Engaged View Adds Video-Ad Conversion Insights
Meta introduced Engaged View to give advertisers deeper insights into video ads by attributing conversions that occur within a day after a video is played. The metric is displayed in the Facebook Ads Manager once a video is watched for at least ten seconds (or 97% of the video length for shorter clips) and a conversion occurs within a one-day window. Engaged View is available across all placements except unskippable Facebook In-Stream video ads. Meta cites a recent study of 15 A/B tests showing that advertisers who included Engaged View in their attribution settings saw an average 3% reduction in Cost-per-Result compared with CTR-only or CTR+View-Through configurations, with 95% confidence. The feature aims to provide deeper visibility into the conversion journey, enabling advertisers to optimize their video campaigns based on more granular video-view-to-conversion data.
Technical Release of Engaged View by Meta; major platform
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Key Takeaways & Evidence Grounding
- Engaged View enables measuring conversions within one day after a video ad.
- Engaged View is triggered when a video is watched at least ten seconds (or 97% of length for shorter videos) and a conversion occurs within one day.
- Engaged View is available for all placements except Facebook In-Stream video ads that cannot be skipped.
- Meta's 15-A/B-test study found a 3% average reduction in Cost-per-Result when using Engaged View in attribution settings, with 95% confidence.
- Engaged View metrics are shown in the Facebook Ads Manager.
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