DMA (Digital Markets Act)
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Enriched Engagement Types
Not all views and clicks are created equal.Enriched Engagement Types (EETs) revolutionize ad measurement and reporting by providing insight into the full spectrum of user engagement and intent. They delve deeper than traditional metrics like views and clicks to provide a nuanced understanding of how users interact with ads, allowing advertisers to identify genuine interactions and optimize based on engagement behavior.
Things are much more colorful with Enriched Engagement Types (EET) now available to all AppsFlyer customers
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Key definitions
Preload {preload}
The app is preloaded at the factory or is preloaded during device activation. Alternatively, a wizard prompts users to download the app when the device is first activated.
Click to download {click_to_download}
When the user engages with an ad or with a push message, the app is automatically downloaded and installed on the device without redirecting to an app store.
Click to app {click_to_app}
An ad click, QR code scan, deep link, or another click that redirects the user to the app or relevant app store to download the app.
Engaged click {engaged_click}
A click that continues the user within the intended journey, engaging with the ad, and does NOT direct to the app store or to launch the app.
Engaged view** {engaged_view}
An engaged view is when a meaningful view takes place, within skippable videos, rewarded videos, or storekit rendered ads.
View {view}
An ad view is when an ad is rendered, and an impression takes place. Some examples are banners, interstitials, or non engaged videos.
Listening {listening}
When a user listens to an audio ad, such as a podcast ad.
Go-to resources
Industry news
Why the advertising industry is embracing more transparency and creating new metrics
Meta launches Engaged-view to help advertisers drive more video insights and performance
Evolving our mobile measurement framework for app advertisers
How TikTok’s new attribution model can achieve full-funnel attribution
To click or not to click, that is no longer the question
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