1. Introduction
Over the past few years, new creative ad types, such as playable, skippable, and short-form video ads, have been introduced to the market, offering new ways to connect with users. These types of ads differ significantly from the static banners and lo-fi video units of the past and provide advertisers with broader capabilities and formats.
However, while ad types have become sophisticated, more complex, and more interactive, reporting has remained very narrow, focusing solely on view-through and click-through attribution. Different types of engagements hold different weights, levels of intent, and impact, but the current measurement methodologies have overlooked this new reality. Naturally, advertising networks want to ensure that the levels of intent and engagement are represented as best as possible, which has led to a lack of standardization across the ecosystem. This is ultimately causing advertisers to only gain a partial understanding of their ad spend performance.
Enriched Engagement Types reflect users' full spectrum of engagement and intentionality when viewing or interacting with an ad, from momentary exposure to direct response. Through Enriched Engagement Types, advertisers can ensure they have a highly standard and rich picture of their ad spend performance and can leverage these insights to improve budget allocation and increase ROAS.
2. What are Enriched Engagement Types at Remerge
AppsFlyer's Enriched Engagement Types (EET) framework provides visibility to the nuances of the user journey, by indicating when views were engaging (for example, when a user watches a skippable video ad for at least 5 seconds after the skip option appears) and when clicks led other than to app openings or app store. By doing so, marketers receive more insight into their users' actions, which in turn leads to smarter budget allocation and improved ROI.
Remerge fully supports AppsFlyer's engaged views by sending enriched view impressions to AppsFlyer on the following occasions:
Skippable non-rewarded video
- If the video is longer than 20 seconds, engaged view is triggered at 50% viewed
- If the video is shorter than 20 seconds, engaged view is triggered at 100% viewed
Rewarded video:
- For all video durations, engaged view is triggered at 100% viewed
Everything else:
- Engaged view is never triggered
Remerge fully supports AppsFlyer's engaged clicks by sending enriched click to AppsFlyer on the following occasions:
Playable ad:
- On the first interaction with the playable ad (eg. game start), engaged click is triggered
3. Enhancing Attribution with Enriched Engagements in AppsFlyer
AppsFlyer follows a structured last-touch attribution model, where regular impressions (views) hold the lowest priority in the attribution hierarchy. With Remerge's support for engaged views and engaged clicks, AppsFlyer can now give more credit to interactions that show real user intent:
- Engaged view: the user actively watches a video ad for a set duration.
- Engaged click: the user interacts with the ad itself without being redirected to the app or the app store, for example by tapping a playable to start the game.
Both engagement types rank above regular impressions in AppsFlyer's attribution hierarchy. As a result, meaningful interactions are credited more accurately than passive exposure.
Key Benefits for Advertisers
- Granular Engagement Reporting: Advertisers can now distinguish between passive video views and meaningful interactions, such as watching a video for a defined length or clicking on it, playing a playable ad, etc.
- Enhanced Attribution Accuracy: Engaged views and engaged clicks make conversion tracking more accurate and reduce reliance on low-value impressions.
- Creative Optimization: With access to detailed engagement reports, advertisers can refine their creatives strategies based how users actually interact with them.
- Fraud Detection & Transparency: The reporting capabilities help identify suspicious engagement patterns, ensuring more transparency in media partner performance.
Together, these improvements help advertisers understand how users engage with their ads, so they can optimize campaigns for efficiency and return on investment (ROI).