Meta Launches Engaged View Attributing Setting to Help Advertisers Better Understand Video Ad Performance

Meta

Meta has launched Engaged View, a new attribution setting for ads. This feature enables brands to measure conversions occurring within one day of a video ad play, provided the viewer has watched at least 10 seconds of the ad (or 97% of it if the video is shorter than 10 seconds.

Why It Matters: Video ads remain a top choice for marketers across Meta platforms, including those leveraging Reels created by influencers. However, Meta's data suggests that users are less inclined to take action if their viewing experience is disrupted, preferring to complete the video first.

Engaged View empowers brands to optimize their video ads for specific viewer actions, whether it's making a purchase or completing a form. Additionally, it offers deeper insights into the customer's purchasing journey, shedding light on the relationship between ad exposure and immediate or delayed actions.

Moreover, Engaged View provides a comprehensive way to evaluate video ad performance, complementing existing metrics like clicks and view-through rates.

For marketers working with creators to produce video ads, toggling on Engaged View can be beneficial in identifying trends across creators and their content that lead to desired actions, providing an opportunity to build campaign briefs that generate more of that type of content.