Engagement to watch attribution changes – Jon Loomer Digital

Meta announced three recent changes to engagement view attribution.

Here’s what you need to know…

What is engagement view attribution?

Engagement is an attribution type that counts a conversion when someone watches your video for at least 10 seconds (or 97% of the video if shorter) and converts in 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 the engagement view is now also available when maximizing value (rather than 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.