Have you been keeping tabs on the latest buzz in digital advertising?
Well, if you haven't, allow us to fill you in. Meta has some exciting news to share – they're rolling out an innovative feature: Engaged-View Attribution!
As people spend more time engaging with video content on Meta's platforms, they've noticed an interesting trend. Viewers are becoming really absorbed in those videos, you know? So, when an ad appears, they're less likely to stop what they're doing just to click on it.
I mean, it kinda makes sense, doesn't it? Who wants to interrupt the flow of that adorable puppy video or a mouth-watering cooking tutorial?
So, to help advertisers like you take advantage of this trend, Meta came up with Engaged-View Attribution- to measure those conversions that happen when your audience is fully engaged in watching your video ads.
Engaged-view attribution allows you to track conversions that occur within one day after someone watches at least 10 seconds of your video ad (or 97% of the video length if it's shorter than 10 seconds).
This means you get to capture the actions your viewers take after being interested in your video – whether it's making a purchase, signing up for a service, or simply engaging with your app or website.
Still confused?
So, imagine John scrolling through his Facebook feed, where he stumbles upon your video ad for a new recipe app. Intrigued by the delicious-looking dishes showcased in the video, John decides to watch the entire ad.
The following day, while planning his meals, the app comes to mind, and he decides to download it.
Voila! That conversion is attributed to your video ad campaign as an engaged-view conversion. Pretty cool, right?
How To Set Up Engaged-View Attribution?
Now, you might be wondering how to set up Engaged-View Attribution for your video ad campaigns. Fear not – we've got you covered. Simply follow these steps in your Meta Ads Manager:
Create a new campaign and choose your objective: Sales, Leads, or Engagement.
Name your campaign, select your categories, and proceed.
Choose "Website" as the conversion location and fill in the necessary fields.
Under "Cost per result goal," click "Show more options."
Select "1-day" for Click-through, "1-day" for Engaged-view, and either "None" or "1-day" for View-through.
Once you've configured all your settings, hit "Publish" to kick off your campaign with Engaged-View Attribution.
And there you have it – you're all set to start measuring those engaged-view conversions!
But wait, there's more!
According to Meta, when you incorporate Engaged-View Attribution alongside Click-Through and View-Through, you'll get a better understanding of how your audience interacts with your ads and how impactful they are.
Plus, who doesn't love getting better value for their money? Meta’s recent study showed that advertisers using Engaged-View Attribution saw, on average, a 3% lower cost-per-result compared to other attribution settings. Now that's what you call a win-win!
Unlocking the full potential of your video ad campaigns on Meta Platforms is as simple as leveraging Engaged-View Attribution. Whether your goal is to drive sales, generate leads, or simply boost engagement, this feature has got your back.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
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