Engaged-View Attribution Changes – Jon Loomer Digital

Meta announced three recent changes to engaged-view attribution.

Here’s what you need to know…

What is Engaged-View Attribution?

Engaged-view is a type of attribution that counts a conversion when someone views your video for at least 10 seconds (or 97% of the video if it’s shorter than that) before converting within a day.

Or at least, that’s what it was before. Things are changing.

The Updates

When you create an ad set that maximizes conversions, you may see a message about upcoming changes to engaged-view attribution.

The first is an update to videos:

Engaged-views for video are now counted after 5 seconds (previously 10 seconds).

Another update from that notification that you may have already known about is that engaged-view is also available when maximizing value now (not just maximizing conversions).

And you may have spotted one more change in a banner at the top of Ads Manager:

1-day engaged-vides for image ads are no longer available.

Forget the bad grammar and typo for a moment (what is that??). I had no idea engaged-view was ever available for image ads in the first place. I haven’t seen anything in Meta’s documentation indicating it was, and it doesn’t make a whole lot of sense for anything other than videos.

In fact, here’s a screenshot from February of 2024 that makes no reference at all to images…

My hunch is that this was never meant to apply to static images, but a bug allowed for it. Well, it’s only videos now, anyway.

What Should You Do?

These changes don’t change things all that much. I’d generally recommend keeping engaged-view selected in the ad set whenever maximizing conversions or value (it’s on by default).