If you’re running Meta Ads in Europe, you might see changes in your metrics. Here’s what’s happening and what it means for your campaigns:
Key changes:
- Higher video duration metrics – Users choosing less-personalized ads may see your video ads in unskippable ad breaks, boosting video duration metrics.
- Lower overall reach – Updated ad preferences may reduce the number of people your ads reach, based on your audience targeting.
What it means
A rise in video duration doesn’t always mean better engagement, while reduced reach may simply reflect changes in user preferences rather than targeting issues.
Next steps
Monitor your metrics closely to understand these shifts and adapt your strategies to align with the new framework.
Bram Van der Hallen spotted this update.
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