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Loading...If you’re targeting audiences in Europe with Meta Ads, you may notice a decline in overall reach and an increase in video duration metrics. These changes are due to the new ad preference options introduced for Meta users in Europe.
source: Meta Ads Panel
Meta now allows users to choose between “personalized” and “less-personalized” ads. When users opt for “less-personalized” ads, your video ads may appear in ad breaks, where they cannot be skipped for a few seconds. This can result in longer average video view durations.
At the same time, changes in user ad preferences may lead to a reduction in your ad campaigns’ overall reach. Your ads might reach fewer people based on the audience targeting settings in your ad sets.
What does this mean for you?
When analyzing your Meta Ads performance, keep these changes in mind. They may affect your reach and engagement metrics, so it’s essential to consider them when evaluating campaign effectiveness and planning future strategies.
