It\u2019s actually great news for advertisers, but a lot of Facebook marketers aren\u2019t aware of this important metric.<\/p>\n
So what is engaged-view attribution anyway?<\/p>\n
And why does it matter for your business?<\/p>\n
Let\u2019s quickly take a look at how Meta describes engaged-view attribution<\/a>:<\/p>\n Engaged-view is a non-click conversion attribution that measures conversions occurring after a person views a substantial portion of a skippable video ad, and converts within 24 hours.<\/p>\n [\u2026]<\/p>\n When someone plays 10 seconds of a skippable video ad, or watches at least 97% of the video ad, if the video ad is shorter than 10 seconds, this will count toward engaged-view attribution. The person watching the video also needs to convert on your advertising objective within 24 hours. This solution is designed to help Meta attribute the conversion to the video ad campaign.<\/p>\n<\/div>\n<\/div>\n But what does this really mean?<\/p>\n And more importantly, how do you use it to make decisions about your ads?<\/p>\n Based on the definition above, there are 4 components that contribute to Meta attributing a conversion under this metric:<\/p>\n Now, you can see why this is an important metric for advertisers who\u2019d like to optimize their ads for higher conversions.<\/p>\n 1-day engaged viewer attribution is much more useful than 1-day view conversions. The latter tells me nothing about ad performance and is often where Meta can show inflated numbers\/over-attribute non-incremental conversions \u2014 driven by other marketing efforts.<\/p>\n More usefully, you can compare these two attribution metrics when viewing your results in Meta Ads Manager.<\/p>\n To access the Engaged-View Attribution Setting, you\u2019ll first need to use the Sales, Leads, or Engagement objective and select \u201cWebsite\u201d as the conversion location when setting up your campaign.<\/p>\n \u200dNote: As of now, this feature has only been rolled out in select ad accounts, and not for all ad types. For example, we don\u2019t see this attribution in Advantage+ campaigns.<\/p>\n Once you do that, make sure you add your pixel and conversion event, then scroll down to \u201cSee more options\u201d to view your attribution settings.<\/p>\n As of now, they\u2019ll look like this:<\/p>\n Hover on the attribution settings section till the \u201cEdit\u201d option appears.\u00a0Once you click on it, you\u2019ll be able to see the following dropdown:<\/p>\n Here, if you want to access engaged-view attribution, choose from the drop-down to select 1 day. If you choose None, you will not get engaged-view metrics for your campaign.<\/p>\n When viewing your results in Ads Manager to see how many conversions are attributed as engaged-view, you can also compare them with other attribution windows.<\/p>\n Select \u201cCompare Attribution Settings\u201d from the Columns drop-down menu to view different attribution windows for the same period:<\/p>\n It is important to remember that you will only see engaged-view for video ads that lead to a view-through conversion.<\/p>\n NOTE:<\/strong> Your engaged-view numbers will be included in your 1-day view numbers.<\/p>\n TIP:<\/strong> Since only skippable video ads are attributable, it makes sense to enable this for campaigns with video creatives.<\/p>\n<\/div>\n<\/div>\n Remember, engaged-view attribution doesn\u2019t apply to all video ads. Meta says it applies specifically to \u201cskippable\u201d videos.<\/p>\n But which placements, exactly, are skippable?<\/p>\n Unfortunately, this is far from clear. If we were to use Meta\u2019s ad specs for video placements<\/a>, the following placements are listed as skippable:<\/p>\n But Instagram stories and some other placements have a \u201cKeep Watching\u201d option. Does that make them skippable?<\/p>\n And what about engaged viewers of videos in your feed? Do they get included in engaged-view attribution, and further does Meta optimize ads for this metric?<\/p>\n As of now, it is far from clear.<\/p>\n However, actual attribution data suggests that quite a wide selection of videos qualify as skippable.<\/p>\n\n
How to access engaged-view attribution in your Meta Ads Manager<\/h3>\n
![\"XO9UGsd8uvMJFPxrqaQi](\"https:\/\/goodads.ai\/blog\/wp-content\/uploads\/2024\/10\/64ca66fc7b7c1df605178a05_XO9UGsd8uvMJFPxrqaQi-LSDdEfAA13B1xe8qRlgW1zYOnhQTbXXmESdoU-dbVWy277pMpKetoOfvSnmiOo76qZ4KAcoBmM9iLYdTai9mrlWaVTv4SwRd1ijXmQmwYVrjyq1VvCk-2WegOyoLICJ0tbhcAbYXRXoG1hRsnVAgFpb2uVOyWtQjPxDOkFBSA.png\")
<\/p>\n![\"6o7t41cVEC](\"https:\/\/goodads.ai\/blog\/wp-content\/uploads\/2024\/10\/64ca66fdf92215050aba523c_6o7t41cVEC-tTf1x_uAJi2Mm3zfKYFrynnDoAB-9fr9ov6KWSlKNK8zPRhQjidALadcY_NC9DaKrkBout9dms2YcSwDkQrWe95SyOq0Su9x7UelTM4WKtKx7TT25roAB-B2zTiEnlC7pedhZ0yOrvk5lVktn_UPYU2M45wvmlO4Q9cs7RvFrO56uM-42gA.png\")
<\/p>\n![\"OPH0ZG5CIC8nE20lWMv1uGMpinLhhDnApXck](\"https:\/\/goodads.ai\/blog\/wp-content\/uploads\/2024\/10\/64ca66fd8f60f4c8771dcce9_oPH0ZG5CIC8nE20lWMv1uGMpinLhhDnApXck_JcY7hy_3HQEcUHZyRfzmU_YagPJaQyEicor5Sm5W8r3nuR5rT57-6qXIopq5sqA2BC-jp_NcAHnmo_7lG8CB4dlNFF5O5OR3HjOGnaRsRaiB-fA7jJ4_l0kEkBW_Hb9aJZklFVKh4Ev7keeSODj3HEaXg.jpg\")
<\/p>\nComparing Attribution Settings in Your Meta Ads Manager<\/h3>\n
![\"NOApaUtZHBTrp7Ycxds47YkfOvzxYyhMpXke6myjGRt7D39s0yuBaXn5uIuKFuagGO40bULEBgIISibEOTg0mAGUB1D3HoIDoKh3e37](\"https:\/\/goodads.ai\/blog\/wp-content\/uploads\/2024\/10\/64ca66fd7b7c1df605178a4c_nOApaUtZHBTrp7Ycxds47YkfOvzxYyhMpXke6myjGRt7D39s0yuBaXn5uIuKFuagGO40bULEBgIISibEOTg0mAGUB1D3HoIDoKh3e37-ddqOJQ1Hn-TnSSF_zSmdbDXlSXKOxqNTZ-SefX6MMnjofZkSNIFZuI3_-3lLTH2vj1xM2X4W95J2YgjuJHGPw.png\")
<\/p>\nThe Challenge with 1-Day Engaged-View Attribution<\/h2>\n
\n
![\"YwFFfliOvELlvNGEN2bU9sSLmXJY1jXyWX63zG2kQfX8rhqtgE7dOxZuKi8rU6ZfkqbvzS0xl0LvmJILFqIh2KZ](\"https:\/\/goodads.ai\/blog\/wp-content\/uploads\/2024\/10\/64ca66fdd48e3c2564700a92_YwFFfliOvELlvNGEN2bU9sSLmXJY1jXyWX63zG2kQfX8rhqtgE7dOxZuKi8rU6ZfkqbvzS0xl0LvmJILFqIh2KZ-eGFgK2m59FDs4kWFYow8SD3ubuQK9iqNT57oiuhcgIuJuB0ZXOzM2Zd37D3is7l1DV6gU0TIMTxH-tG6p-BqIIFekr0UinKSo4cJqw.png\")
<\/div>\n