Meta launches Engaged-view to help advertisers drive more video insights and performance

Video continues to grow across our platforms, and as people spend more time engaging with video content on Instagram and Facebook, one trend we are seeing is that they may be less likely to take an action that disrupts their viewing experience. Instead, some people prefer to finish their session before taking action on a video ad.

In order to help advertisers take advantage of this video trend, we're introducing a new attribution setting; Engaged-view, that allows advertisers to measure for conversions that occur within 1 day of a video ad play. You can use engaged-view along with other attribution settings to better analyze your ad performance which can help you determine how to optimize your video ad campaigns.

Engaged-view can be counted in ads measurement reporting when someone plays your video ads for a minimum of 10 seconds (or watches 97% of the video length if it’s less than 10 seconds) and converts within a 1 day window. Engaged-view is available for all placements except Facebook in-stream video ads that cannot be skipped.

Whatever your goals are, whether this is having someone make a purchase, fill a form, engage with content on your app or website, or something else, we believe adding engaged-view to your attribution setting can help you maximize your video ads conversions on Meta. A recent Meta study of 15 A/B tests showed that advertisers who included Engaged-view in their attribution settings saw an average 3% lower cost-per-result compared to using Click Through only or Click Through + View-Through with 95% confidence.

Benefits of using engaged-view include:

More results for the same budget: Engaged-view measurement can help you decide how to optimize for actions beyond a click such as deciding how you can optimize for people who engage with your video ads and do not click. It is a way to help Meta better identify future people who may convert and ultimately drive your video campaign performance.

More insights on a person’s journey: We know that not everyone who converts necessarily clicks an ad right away, and using engaged-view alongside click through and view through can give you a more holistic understanding of a customer's path to conversion.

Better understanding of the value of video ads: Engaged-view is a new way to measure and understand your video ad performance on Meta. In addition to click and view through, it is designed to help you measure non-click video ad conversions more effectively.