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.
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.
Best Practices
Use the following best practices as a help guide when setting up your Engaged-view Attribution Window in your Meta account.
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.
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 better view of how different 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.