The Engaged-View Attribution Window setting within the Meta Ads integration is a specialized attribution method designed to measure conversions based on user engagement with video ads. This setting provides valuable insights into how effectively your video content captures audience's attention and influences their purchasing decisions.
What is Engaged-View Attribution?
Engaged-view attribution occurs when a user watches at least 10 seconds of a skippable video ad (or 97% of a video that is shorter than 10 seconds) and subsequently converts within a specified time frame, typically within one day. This type of attribution is particularly useful for understanding the impact of video ads that may not result in immediate clicks but still play a significant role in driving conversions.
Why Does It Matter?
Capturing Engagement: Engaged-view attribution allows you to credit conversions that occur after users have engaged with your video content, even if they did not click on the ad. This helps you assess the effectiveness of your video ads in capturing audience interest.
Understanding Customer Journeys: By tracking engaged-view conversions, you can gain insights into how your video content influences customer behavior over time. For example, if a user watches your ad and later converts, it indicates that your content resonated with them, even if they didn’t take immediate action.
Optimizing Video Content: Analyzing engaged-view conversions can help you identify which elements of your video ads are most effective. Understanding what keeps viewers engaged can inform future creative strategies and improve overall ad performance.
How to Set Up Engaged-View Attribution
Access Your Meta Ads Manager:
Log in to your Meta Ads Manager account.
Select Your Campaign:
Navigate to the specific campaign where you want to enable Engaged-View Attribution.
Go to Settings:
In the campaign settings, find the “Attribution Window” section.
Choose Your Engaged-View Option:
From the dropdown menu, select 1-Day Engaged-View as your attribution window if available.
Note that this option can only be selected if you also have a 1-Day View attribution window set.
Save Your Settings:
After making your selection, ensure that you save your changes before exiting the settings menu.
Best Practices
Utilize Quality Video Content: To benefit from engaged-view attribution, ensure that you are using high-quality video content that captures attention and encourages engagement. The more engaging your videos are, the more likely they will lead to conversions.
Monitor Engagement Metrics: Regularly review engagement metrics such as average watch time and viewer retention rates for your video ads. These insights can help you refine your content strategy and improve future campaigns.
Combine with Other Attribution Methods: Use engaged-view attribution in conjunction with click-through and view-through attribution methods to get a comprehensive view of how different types of interactions contribute to conversions.
Test Different Creative Approaches: Experiment with various styles and formats of video ads to see which ones generate higher engagement rates. Use insights gained from engaged-view data to inform your creative decisions.
Analyze Conversion Patterns: Pay attention to when conversions occur after an engaged view. Understanding the timing can help you optimize retargeting strategies and follow-up campaigns based on user behavior.