Meta advertisers can now measure conversions that occur within a day of a video ad playing.
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 interruptions to their viewing experience. Meta has said it introduced this setting to allow advertisers to take advantage of this behavior.
Why we care By incorporating committed viewing alongside other attribution settings, you’ll get a more complete picture of how your ads are performing. This analysis allows you to optimize your video ad campaigns more effectively for increased conversions and higher ROI.
How it works. Engaged viewing is included in ad measurement reports when viewers watch video ads for at least 10 seconds (or watch 97% of the video duration if it’s less than 10 seconds) and then convert on a period of one day.
availability Committed viewing is available for all placements except for non-skippable Facebook in-stream video ads.
What Meta says. A Meta spokesperson said in a statement:
“Measuring engaged viewing can help you decide how to optimize for actions beyond a click, such as deciding how you can optimize for people who interact with your video ads and don’t click.” “It’s a way to help Meta better identify future converts and ultimately drive your video campaign performance.” “We know that not everyone who converts necessarily clicks on an ad right away, and using engaged view alongside click and direct view can give you a more comprehensive understanding of an ad’s path to conversion customer”.
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About the author
Nicola Agius is Search Engine Land’s paid media editor after joining in 2023. She covers paid media, retail media and more. Prior to that, she was Director of SEO at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for various websites. He has more than 15 years of experience in journalism and previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). He also previously partnered with SEO agency Blue Array to co-author the Amazon best-selling book Mastering In-House SEO.
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