A one-day conversion window makes sense
Posted: Sun Jan 19, 2025 7:03 am
Our Take: Too many video impressions so far may be driving conversions without proper attribution. Meta’s new video ad attribution engagement metric is an important and overdue step antigua and barbuda email list toward proper attribution, as tracking conversions within a day of a 10-second video view (or 97% of ads under 10 seconds) can better Capture the reality of the consumer journey.
, but still runs the risk of being too limited. Consumer research and decision-making, especially for large purchases, can take weeks. And an emotional connection to the ad may drive conversion later. Allie hopes Meta will test extended attribution periods to find the ideal balance of accuracy and insight.
But overall, Engaged-view gives advertisers the improved optimization capabilities they deserve while requiring virtually no additional effort on their part. This update shows that Meta is meeting advertiser needs—a positive sign in a time when API changes are limited.
Giving marketers better data to attribute performance helps make sound data-driven decisions. Decisions that help advertisers succeed can sustain Meta’s primary source of revenue. In this sense, this expansion of attribution means progress for all parties.
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, but still runs the risk of being too limited. Consumer research and decision-making, especially for large purchases, can take weeks. And an emotional connection to the ad may drive conversion later. Allie hopes Meta will test extended attribution periods to find the ideal balance of accuracy and insight.
But overall, Engaged-view gives advertisers the improved optimization capabilities they deserve while requiring virtually no additional effort on their part. This update shows that Meta is meeting advertiser needs—a positive sign in a time when API changes are limited.
Giving marketers better data to attribute performance helps make sound data-driven decisions. Decisions that help advertisers succeed can sustain Meta’s primary source of revenue. In this sense, this expansion of attribution means progress for all parties.
Artificial Intelligence Exploration
Curious about how to use artificial intelligence?
Our newest show