Facebook has introduced two significant updates to its Facebook Ads Attribution Settings, providing marketers with more insights and options to analyze their ad performance. Let’s delve into these updates and discover how they can impact your Facebook Ads strategies.
- 1-Day Engaged-View Attribution Setting: The first major update is the introduction of the 1-day engaged-view attribution setting, exclusive to video ads. With this setting, marketers can now track and report on engaged-view conversions, where users watch at least 10 seconds (or 97% of the total length for videos shorter than 10 seconds) of a skippable video ad and convert within 1 day without clicking on the ad.
Key Points to Note:
- Engaged-View is limited to skippable videos only, not regular videos. However, it would be beneficial if Meta extends this attribution option to regular videos as well.
- Currently, ad delivery for skippable videos is restricted to In-stream and Reels placements, and reporting is available for these placements. The inclusion of other placements like Stories is yet to be confirmed by Meta.
- Engaged-Views are counted within the 1-day view attribution. To view engaged-views separately, select both 1-day view and 1-day engaged-view options.
- This new attribution setting can also be utilized as an attribution window setting for your ad set to obtain more comprehensive results.
- Additional Reporting Options for iOS 14+ App Campaigns: If you are running iOS 14+ app campaigns, Facebook now enables you to report results from Apple’s SKAdNetwork. This new feature allows marketers to compare results from Meta with those from Apple’s SKAdNetwork.
Key Differences and Benefits:
- Apple’s SKAdNetwork and Facebook use different attribution time periods, which can offer valuable insights when comparing results across different platforms.
- The inclusion of cross-channel results can help in assessing the overall campaign performance more comprehensively.
With these latest Facebook Ads Attribution updates, marketers can gain a deeper understanding of their ad campaigns based on view and click attribution. The 1-day engaged-view option for video ads provides valuable insights into user engagement, while the additional reporting options for iOS 14+ app campaigns open up avenues for cross-platform comparison.
Staying informed and adapting your strategies accordingly can significantly impact the success of your advertising efforts on Facebook. Ensure you take advantage of these updates and leverage them to optimize your campaigns and achieve better results.
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