Meta is replacing the 'Post engagement' conversion type with a new type called 'Interactions' in engagement campaigns. This change is more than a simple renaming; it affects how ads are delivered and optimized.
Key Changes in Optimization
The new ‘Maximize interactions’ goal focuses only on these actions:
- Likes and reactions
- Comments
- Shares
- Saves
Previously, ‘Post engagement’ optimized for a broader set of actions, including:
- Likes and reactions
- Comments
- Shares
- Saves
- 3-second video plays
- Photo views
- Link clicks
- Profile clicks
- Profile follows
- Location clicks
- Hashtag clicks
- Poll sticker clicks
Impact on Ad Delivery and Reporting
- The new 'Interactions' type will report fewer results but at a higher cost per result since it only counts the first four engagement actions.
- This narrower focus means ads will no longer optimize for engagement types dependent on specific ad formats, such as video plays or photo views.
Benefits of the Update
- The update helps balance ad delivery across different ad formats (static visuals and video ads) by avoiding optimization for format-specific actions.
- Previously, video ads often received more budget because of their higher volume of 3-second video plays, leaving static ads with less exposure.
- This change is expected to reduce fragmentation and create more equitable delivery across ad formats.
Overall, the shift to 'Interactions' aims to streamline engagement optimization by focusing on core, format-agnostic actions, improving balance and efficiency in ad delivery.
