Meta announced three recent changes to engagement view attribution.
Here’s what you need to know…
What is engagement view attribution?
participation view is a type of attribution that counts a conversion when someone watches your video for at least 10 seconds (or 97% of the video if shorter) and then converts within a day.
Or at least, that’s how it used to be. Things are changing.
Update content
When you create an ad group to maximize conversions, you may see a message about upcoming changes to interactive view attribution.
First, an update to the video:
Engagement views for a video are now counted after 5 seconds (previously 10 seconds).
Another update to this notification that you may already know is that engagement views can also be used in the following situations: value maximization Now (not just maximizing conversions).
You may also notice another change to the banner at the top of your Ads Manager:
1-day interactive video for image ads is no longer available.
Forget about bad grammar and typos for a moment (what is that??). I didn’t know that interactive views were available for image ads. I don’t see anything in Meta’s documentation indicating this, and it doesn’t make much sense for anything other than video.
In fact, this is a screenshot from February 2024, with no mention of any image at all…
My hunch is that this never works with static images, but there is a bug that allows it. Well, anyway, just the video for now.
What should you do?
These changes don’t change much. I generally recommend selecting “Engagement View” (it’s enabled by default) in ad sets when maximizing conversions or value.
Post Engage in watching attribution changes first appeared in Jon Loomer Digital.
