Have you ever wondered what happens after someone watches your video ad, but doesn’t click through?
They might be intrigued, but busy. They might be interested, but distracted. They might even be halfway to conversion but need a little nudge. The video is left unfinished, leaving you with nothing but unanswered questions about their engagement. Did the interest lead to a conversion?
Video ads that convert, even without a click? It’s possible!
That’s why, Meta, the parent company of Facebook, and Instagram launched a new video ad performance measurement called Engaged View Attribution – designed to recognize the value of even those incomplete views that can capture genuine user engagement.
Understanding the Meta Engaged View Attribution: More than just Clicks!
Traditionally, video ad success was measured by clicks (how many viewers clicked on a call to action or visited a website after seeing the ad) and click-through rates (CTRs). This click-centric approach overlooked valuable interactions like extended viewing time, shares, and comments. But Engaged View attribution credits conversions to video ads even if viewers don’t click, as long as they meet specific engagement criteria.
These criteria include:
- 10-Second Threshold: Viewers who watch at least 10 seconds of your video ad (or 97% for shorter ads) qualify for engaged view attribution.
- Conversion window: Conversions that occur within 24 hours after this engaged view are attributed to the ad campaign.
- Holistic Analysis: Likes, shares, and comments contribute to understanding audience engagement.
So, if even viewers don’t click through immediately, their engaged view can still lead to a conversion later, and you get credit for it!
Benefits of using Meta Engaged View Attribution
- More Results for the same budget: It helps you determine how to optimize for non-click actions, such as determining how to optimize for people who watch your video ads but don’t click. It’s a way to predict future conversion rates and drive your video campaign results.
- More insights on the customer’s journey: Not every interaction leads to a click. But that doesn’t mean these encounters aren’t valuable! By combining engaged-view, click-through, and view-through attribution, you can gain a more complete understanding of a customer’s conversion journey.
- Better understanding of the true value of video ads: Engaged view is not only a metric for click and view through video ads, but it’s also intended to measure non-click video ad conversions.
Why is Meta Engaged View Attribution important for Advertisers?
Here are just a few reasons why this new metric is crucial for success:
- Deeper Insights: Gain a richer understanding of how your video ads influence conversions, even beyond immediate clicks. Analyze watch time, shares, comments, and more to refine your targeting and creative strategies.
- Improved Targeting: Optimize your campaigns based on actual engagement, leading to better targeting and higher ROI.
- Uncover Hidden Value: Identify viewers who engage meaningfully without clicking. Retarget those engaged viewers with personalized messages to nurture them toward conversion.
- Future-Proof Attribution: As user behavior evolves, click-based attribution becomes less reliable. Engaged View Attribution prepares you for the future by acknowledging the diverse ways viewers interact with video content.
Meta Engaged View Attribution can be used within the Meta Ads Manager platform for video ad campaigns. It’s specifically applicable to skippable video ads and provides insights into user engagement beyond just clicks. It is designed for video ad campaigns for the following objectives:
- Sales
- Leads
- Engagement
Limitations
- Currently limited to skippable video ads: Not applicable to other ad formats yet.
- Requires specific conversion setup: Ensure your pixel and conversion events are correctly configured.
- 24-hour conversion window: Only captures conversions within a day of ad exposure.
Overall, Meta Engaged View Attribution offers a valuable tool for video advertisers to understand deeper user engagement and optimize campaigns for conversions beyond just clicks.
Embrace the Future of Video Advertising with Meta Engaged View Attribution
In conclusion, Meta Engaged View Attribution marks a significant step toward understanding the true impact of video ads. Without clicks, you can build deeper connections without your audience to drive more meaningful conversions. This future-focused approach empowers data-driven decisions, paving the way for a more nuanced and effective advertising landscape. Remember, the key is to experiment, analyze, and refine, and Engaged View Attribution provides the tools to unlock the true potential of video advertising.
Remember, Engaged View Attribution is not a replacement for click-based metrics, but rather a complementary tool to measure video ad success.
So, step into the future of video advertising, and unlock the full potential of your video ads with Engaged View Attribution!
