Meta Introduces “Engaged View” to Measure Video Ad Performance
Meta has unveiled a new video ad performance measurement called “Engaged View” that will consider delayed response actions, such as visiting a website in a follow-up session, rather than immediately tapping through on an ad.
The option, according to Meta, will allow advertisers to track conversions that take place within one day of a video ad play, as long as the viewer has watched at least 10 seconds (or 97%) of the video ad.
By implementing Engaged View, advertisers will have access to more detailed response reporting, helping them gain a better understanding of conversion activity related to their video ad campaigns. Although the attribution and tracking settings will determine the availability of this option, it offers a valuable tool for optimizing video ad campaigns.
Meta has been actively working on improving conversion tracking for video ads, given the increasing consumption of video content by users. The company aims to provide more data to establish a stronger connection between ad spend and results. However, the changes made to iOS tracking by Apple have impacted Meta’s capabilities in this area.
Nevertheless, Meta continues to strive for greater transparency and insights for advertisers. Engaged View is a new addition to their toolkit, allowing better monitoring and analysis of ad performance. To learn more about this new option, visit teat.ai.