Picture yourself browsing through Reels, seeking activities in New York, when you stumble upon a mesmerizing video ad showcasing a unique and unforgettable experience. You watch the entire video with keen interest, captivated by the city’s newest landmark with stunning views. However, you continue to scroll and go on to the next video without engaging in any other way.

The next day, as you pursue plans for the weekend, the memory of the video resurfaces, prompting you to check it out and book tickets. This situation, where an ad influences a conversion without a direct click, is increasingly prevalent due to the evolving nature of consumer behavior and the recognition that customer journeys are more nuanced than traditional click-based attribution models suggest.

Historically, platforms such as Meta primarily tracked conversions initiated by clicks; however, the innovative “Engaged View” attribution metric was crafted to provide advertisers with a more holistic understanding of how video ads impact conversions as users increasingly consume video content in-stream. The new feature allows advertisers to measure conversions within one day of a video ad play if the user watched at least 10 seconds of the video (or 97% if the video is less than 10 seconds).

Advertisers can benefit from the new feature in the following ways:

• Deeper Insights: Gain a more holistic understanding of the actual impact of your video ads, recognizing video ads have influence beyond mere click metrics.
• Optimize Content: Identify the most resonant ad elements, enabling the creation of more engaging video content.
• ROI Optimization: Broaden the understanding of ROI by attributing conversions to ads that may initially appear less effective due to the absence of click data.

While Engaged-View proves to be a valuable tool, it’s crucial to employ it thoughtfully in conjunction with other metrics and be mindful of its limitations. While it represents a step toward more comprehensive attribution, analyzing and comparing this new metric with traditional click-based metrics is essential to prevent misinterpretations. We also advise exercising caution with Engaged View, as it has the potential to artificially boost ad effectiveness, fostering an overdependence on vanity metrics that may not accurately represent genuine impact.

In summary, as users engage with diverse content across various platforms, including social media and streaming services, the impact of compelling video ads is extending beyond immediate clicks. This shift emphasizes the need for more sophisticated attribution metrics, like Meta’s “Engaged View,” which consider indirect influences and better reflect the complex dynamics of modern consumer decision-making.

If you’re interested in testing “Engaged View” attribution for a better understanding of your video ad performance, reach out to our team of Paid Media experts at info@socialflyny.com or fill out this form online. Hope to hear from you soon! 

Written By: Kelly Jensen, Senior Media Buyer