Meta has unveiled a new video ad performance measurement called “Engaged View,” which takes into account delayed response actions, such as visiting a website in a subsequent browsing session, instead of directly tapping on the ad.
With Engaged View, advertisers can now measure conversions that occur within one day of a video ad play, as long as viewers have watched at least 10 seconds (or 97%) of the video ad. The availability of this option is subject to attribution and tracking settings, but it provides advertisers with more comprehensive response reporting.
Meta has been actively working on improving its conversion tracking, especially for video ads, given the increasing consumption of video content by users. By providing more data, Meta can establish a clearer connection between ad expenditure and results. However, the company has faced challenges due to the impact of Apple’s iOS tracking changes.
