Meta recently announced a significant update to its attribution capabilities, introducing Engaged-view attribution. This move marks a pivotal shift in how advertisers can measure and optimize campaign performance.

What is Engaged-view Attribution?

Engaged-view allows advertisers to attribute conversions to users who watched at least 10 seconds of a video ad (or nearly the entire video if it’s shorter than 10 seconds) but did not click.

Previously, if a user watched an impactful video, didn’t click immediately, but purchased later that day via a direct search, the video ad might not have received the credit it deserved. With Engaged-view, Meta is bridging that data gap, providing a more holistic view of the customer journey.

Why This Matters For Your Strategy

We see this as more than just a new metric; it is a fundamental shift in performance measurement:

1. Validating Top-of-Funnel Impact: Video is often a discovery tool. Engaged-view proves that video content influences purchasing decisions even when it doesn’t result in an immediate click.

2. Improved Optimization: By feeding more accurate conversion data back into Meta’s algorithm, campaigns can optimize for users who are genuinely interested in your brand, leading to better long-term ROI.

3. Parity with Industry Standards: This update brings Meta in line with YouTube’s “Engaged-view conversions,” allowing for more consistent cross-platform reporting.

Navigating the New Landscape

While these updates provide deeper insights, they also require a more nuanced approach to data analysis. Attribution is no longer a “one size fits all” model. To truly scale, brands must look beyond surface-level metrics and understand how different touchpoints—from the first “engaged view” to the final click—work together.

At Bricks and Clicks, we specialize in interpreting these complex data shifts to ensure your ad spend is working as hard as possible.

Is your attribution model capturing the full value of your video content? Speak to our team to audit your current strategy.

If you’re running Meta ads and haven’t adjusted your strategy in the last six months, you’re already behind.

Meta has quietly rolled out Andromeda, a complete overhaul of how ads are delivered on Facebook and Instagram. This isn’t just another algorithm tweak or feature update—it’s a fundamental shift in how the platform connects businesses with customers.

What is Andromeda?

Think of Andromeda as Meta’s new matchmaking system for ads.

Previously, Meta’s system would look at your targeting parameters and show your ads to people who fit those criteria. It was like casting a fishing net in a specific area and hoping the right fish swam by.

Andromeda works differently. It’s the first stage of ad delivery—called “retrieval”—where Meta narrows down tens of millions of potential ads to a shortlist of a few thousand that might be shown to a specific user.

Meta uses a helpful analogy: imagine having a personal concierge who doesn’t just know you like shoes, but knows you prefer red flip-flops specifically for beach outings. That’s the level of personalization Andromeda enables.

The technical details involve new hardware and AI systems that process information 10,000 times faster than before. But what matters to you as a marketer is this: the system can now handle far more creative variations and make smarter, more personalized decisions about who sees what.

3 Big Changes You Need To Know

1. Targeting Is No Longer Your Job

For years, we obsessed over audience parameters. Age ranges, interests, behaviors, lookalike percentages—we treated these settings like precision instruments.

That era is over.

With Andromeda, Meta’s AI handles targeting automatically. Your detailed audience selections aren’t just less effective—they’re actually limiting the system’s ability to find your best customers.

The new approach: Broad targeting wins. Give Meta the room to learn and optimize. Your 35-54-year-old female audience interested in “wellness” and “organic food”? That’s probably costing you customers you didn’t even know existed.

2. Creative Has Become Your Targeting

Here’s the paradigm shift: your ads are now your audience selection tool.

Every headline, image, video hook, and value proposition sends signals to Andromeda about who should see that specific ad. The system studies which creative resonates with which users and routes it accordingly.

This means you’re no longer looking for the “winning ad” that beats all others. Different ads will win with different people. A testimonial video might crush it for one segment while a product demo performs better for another—and Andromeda figures this out automatically.

The strategic implication: Stop testing for “the winner.” Start building a diverse creative library that speaks to different customer types, pain points, and purchase motivations.

3. Simplicity Beats Complexity

The most successful campaigns under Andromeda look surprisingly simple:

• One campaign per objective
• One ad set (maybe two)
• Broad or open targeting
• Multiple diverse ads (10-20+)

Gone are the days of complex campaign structures with dozens of ad sets targeting micro-segments. That approach starves each ad set of data and prevents Meta’s AI from learning efficiently.

The modern structure consolidates budget and lets automation work. You spend less time managing campaign architecture and more time on what actually moves the needle: creative and conversion optimization.

Creative Diversification You Need To Know

Meta keeps emphasizing “creative diversification,” but what does that look like in practice?

It’s not about making five versions of the same ad with slightly different headlines. Real diversification means creating ads that differ in meaningful ways:

Different concepts and angles:

• Problem/solution approach
• Customer testimonials
• Product demonstrations
• Educational content
• Emotional storytelling

Different formats:

• Short-form video (under 15 seconds)
• Long-form explainer videos
• Static images
• Carousels
• User-generated content

Different personas and pain points:

• First-time buyers vs. repeat customers
• Budget-conscious vs. premium seekers
• Different use cases for your product

The goal is to give Andromeda options. When you provide diverse creative, the system can match the right message with the right person at the right moment. When you provide identical ads with minor tweaks, you’re just creating noise.

The Practical Game Plan

Simplify your campaign structure

• Consolidate fragmented campaigns
• Use one ad set with broad targeting
• Enable Advantage+ campaign features

Invest in creative production

• Aim for 3-4 unique ads per campaign (not variations—unique concepts)
• Test different hooks in the first 3 seconds
• Speak to different customer motivations

Change your testing mindset

• Stop looking for “the winner”
• Monitor which ads perform for which objectives
• Refresh creative every 1-2 weeks to prevent fatigue
• Focus on metrics that matter: ROAS, CAC, MER

Trust the system (but verify)

• Give campaigns time to learn (at least 7 days)
• Don’t panic over day-to-day fluctuations
• Make decisions based on statistical significance
• Remember: the algorithm is only as good as the creative you feed it

Conclusion

All of this leads to a simple truth: success under Andromeda demands both smarter strategy and richer creative—delivered at scale and guided by real insight.

This is where Bricks & Clicks Spark AI becomes a decisive advantage. Built to decode fast-moving audience behaviours and platform pattern changes, Spark AI turns complex data into clear, actionable ad strategies that help brands spend smarter and grow faster under systems like Andromeda. More importantly, it delivers a library of diverse, proven creative and messaging angles tailored to different audience mindsets, enabling teams to produce the volume and variety that Meta’s newer models reward. The result is a future-proofed approach to social advertising: sharper insights, stronger creative, and a continuous learning engine that keeps you ahead of every algorithm shift—not behind it.

Traffic is exciting. Every marketer loves seeing those numbers climb – but if we’re honest? Traffic without conversions is just noise.

At Bricks & Clicks, we know that true success comes when visitors take action – whether that’s signing up, filling out a form, or making a purchase. The good news? Turning clicks into clients isn’t about luck. It’s about strategy.

Here are five actionable ways to transform your digital campaigns into powerful conversion machines.

Every year, the internet is flooded with “must-watch” digital marketing trends. But not all trends are created equal, and not all of them deliver results. At B&C, we don’t jump on every bandwagon – we follow what’s strategic, scalable, and proven to work. 

So, what’s worth paying attention to in 2025? These five digital marketing trends are more than just buzzwords – they’re changing the way brands connect, convert, and grow.

Introduction

To help businesses better understand and measure the impact of their TikTok ads, the platform has introduced a new tool called Engaged View-through Attribution (EVTA). When a viewer watches a video ad for at least six seconds, it counts as an engaged view. EVTA tracks conversions that occur from engaged views and within a seven-day attribution period.

How the Engaged View-through Attribution (EVTA) Tool Can Boost Your TikTok Ads Performance

The EVTA tool offers several benefits that can significantly boost the performance of your TikTok ads. Firstly, it provides you with a more comprehensive view of your ad campaigns by tracking not only direct clicks but also view-through conversions. This means you can measure the impact of your ads even if users don’t click on them right away. By understanding these view-through conversions, you can better evaluate the effectiveness of your creative content and make necessary improvements.

Secondly, the EVTA tool allows you to optimize your targeting and ad placements. With the data collected, you can identify which audiences are more likely to convert and adjust your targeting accordingly. You can also analyze which ad placements generate the highest engagement and allocate your budget accordingly. By optimizing your targeting and ad placements, you can maximize your return on investment (ROI) and achieve better results with your TikTok ads.

Lastly, the EVTA tool enables you to track the customer journey and identify touchpoints that lead to conversions. By understanding the user’s path to conversion, you can identify any gaps or bottlenecks in your marketing funnel and make improvements. For example, if you notice a high drop-off rate after users watch your ad, you can experiment with different call-to-actions or landing pages to encourage conversions. This level of insight allows you to refine your marketing strategy and create a seamless user experience that drives more conversions.

Best Practices for Using the EVTA Tool Effectively

To make the most out of the EVTA tool and maximize the performance of your TikTok ads, consider the following best practices:

1. Track Multiple Conversion Events: Don’t limit yourself to tracking just one conversion event. By tracking multiple events, you can gain deeper insights into user behavior and optimize your campaigns accordingly. For example, you can track both purchases and newsletter sign-ups to understand different stages of the customer journey.
2. Segment Your Audience: Instead of targeting a broad audience, consider segmenting your audience based on demographics, interests, or behaviors. This allows you to deliver more personalized ads and increase the chances of conversion. Use the data provided by the EVTA tool to identify high-performing segments and allocate your budget accordingly.
3. Test Different Ad Creatives: Experiment with different ad creatives to find what resonates best with your target audience. Use the EVTA tool to analyze the performance of each creative and make data-driven decisions on which ones to scale or discontinue.
4. Optimize for Mobile: Ensure that your ad creative is visually appealing, easy to understand, and fits well within the vertical format of TikTok. Consider using subtitles or captions to make your message clear, even without sound.

Conclusion

TikTok has grown to be a powerful platform for brands to reach and engage with customers in recent years. By understanding the importance of TikTok conversions and leveraging tools like the Engaged View-through Attribution (EVTA) tool, you can get more out of your TikTok ads and drive more conversions.

Bricks & Clicks is a preferred strategic partner of TikTok. You may reach out to us on setting up the EVTA tool, or measuring the success of your digital marketing campaigns, or implementing best practices and maximizing your success on the platform.

What is digital marketing?

Digital marketing is a way for you to grow your business through online marketing and advertising. However, there are significant advantages compared with traditional marketing, such as:

• Much lower cost of customer acquisition
• Ability to engage the customer and offer useful content
• Unique use of media to showcase your brand and products in innovative ways

If you are looking to increase brand awareness either to your website or offline event, then you should definitely consider launching a digital marketing campaign. Done properly, digital marketing can also save you time and money (think about automation and optimisation).

The next question we need to address is “How much should I spend?” We’ve written this article to help you get a better idea of the various costs related to digital marketing so that you can determine for yourself the right amount to spend.

We are going to cover all of this in today’s article. Let’s dive in.

How much should my business spend on digital marketing?

Digital marketing encompasses a wide range of marketing channels. Some are cheaper than others, while others can produce results much faster. That doesn’t mean one is better than the other, you will need a combination of various channels to get the results that you are looking for.

Before we figure out the costs, the three main things we tell our clients to take into account when planning their marketing budget is:

• Market and Industry – What is the state of the market and industry of your business?
• Business revenue goals and objectives – What are your revenue goals? What do you want to achieve from this campaign?
• Campaign objectives – What is the purpose of this campaign?

There are statistics that suggest B2B companies typically spend 2-5% of their revenue on marketing while B2C companies spend 5-10%. This may or may not be helpful to you, as ultimately you will need to decide what works for your specific business.

A point of caution, digital marketing is no magic bullet. Spending more does not guarantee better results. It is about setting measurable goals and taking the right actions in order to achieve them.

When we work with clients, we first need to identify campaign goals. This may be the number of leads generated, customers acquired, or number of customers that turn out for a sales event. We want to ensure that our campaigns serve the goals of the business.

What are the costs related to Digital Marketing?

The two parts of digital marketing which we mentioned earlier in this article is online marketing and advertising. Depending on your strategy of growing your business, you can choose from the various channels which are listed below.

The 5 main digital marketing channels:

• Digital advertising (pay per click and banner ads)
• Social Media marketing (Facebook, Instagram, YouTube, Twitter, Tik Tok, LinkedIn)
• SEO and content marketing
• Email marketing
• Website

We’ll tackle these one by one briefly to give you a better idea of each of them and how much they cost.

Digital advertising

When we talk about digital advertising, that can mean one of two things; display advertising (through banner ads) and search advertising (Google ads). These help you get more awareness and visibility through search results. These types of ads are also known as pay per click, which is obvious from it’s name that you pay for each click a user makes.

After we determine your business goals, we work out the campaign objectives. Here are examples of questions we ask:

• What kind of customers would you like to attract?
• Do you want more subscribers to your newsletter?
• What is the specific action you want your customers to take on your website?

Once we have set out the campaign strategy and objectives, it is now time to start building the campaign.

The costs here will now include:

• Media buying service and optimisation
• Creative work and copywriting
• Advertising budget

The media buying service is often where we can make the most impact on the cost of a campaign. Our dedicated team optimises the ads on a daily or weekly basis. We conduct A/B testing to figure out what works best in the campaign and optimize it to ensure it gets the maximum bang for buck.

Creative work and asset building costs includes everything that is required to build the ad creatives, from working with a graphic designer or videographer, to the purchase of stock images. Some campaigns that require planning a photoshoot or video shoot will also incur some costs here.

Let’s now get into the nitty gritty with some actual examples.

Social media marketing

There is a common misconception that social media marketing is free. While it is free to set up the accounts and profile pages, you will need to factor in the manpower needed to build content, design creative visuals and to manage the accounts.

Here’s a good tip. You can set up your profile pages across the platforms that are relevant to your business. Depending on which stage or industry you’re in, many would suggest these:

• Entrepreneurs: Facebook, Instagram, Linkedin
• B2C: Facebook, Instagram, Tik Tok, Twitter
• B2B: Facebook, LinkedIn, Twitter

Email marketing

Email marketing remains an affordable and effective way to reach consumers. It can give a ROI of $44 for every $1 spent on it.

We recommend using it to drive traffic back to your website, build awareness and encourage continuous purchase among existing customers. Businesses can also use email marketing to nurture the relationship with their customers through content and education.

The chief factor affecting email marketing costs will be the number of emails being sent out. Email marketing platforms such as Mailchimp can cost up to RM1,200 per month for high volume senders. However, Mailchimp also does offer a free tier for sending to 2,000 contacts up to 10,000 emails a month.

Website

Your business website is the face of your business online. When people search for your brand or products, they inevitably land on your website.

Businesses that see a website as an investment usually are able to use it effectively to grow their business. A good website can act as an online sales representative, selling your products for you while you sleep.

There are various costs that comes with building a website, so let’s explore what they are:

Website build and design

Costs here include the design, building and hosting of the website. Depending on overall features, you are looking at spending RM5,000 to RM20,000 for a good website.

If you are running an ecommerce business, you can use platforms such as Facebook Shop or Instagram Shop. As Facebook works closely with partners like Shopify, BigCommerce, WooCommerce or ChannelAdvisoIt, it’s easy to start an ecommerce shop and move your business online.

Content marketing and SEO

Once your website is built, there are ongoing costs related to keeping content fresh, topical and relevant to ensure a better buying experience for your customers.

Improving the search ranking of the website also helps with discoverability. It is worth hiring an external agency to help ensure the website is SEO optimised and has relevant content to drive organic leads to your website.

Final word about digital marketing costs

Digital marketing is a great way to grow your business. Work backwards from your business goals and priorities to determine the right strategy and how much you should allocate for your marketing budget.

This usually becomes clearer once you have experience running some campaigns, and you can adjust accordingly over time. Be sure to keep track of your cost, assess your marketing budget quarterly and annually,

If all of this seems like rocket science to you, let the digital marketing experts at BRICKS AND CLICKS help you deliver results on your marketing campaigns. Click here to get a free consultation with us.

Here are more useful links:

• The Science Behind Successful Digital Marketing Campaigns – Part 1
• 6 Steps to Build a Solid Social Media Marketing Strategy
• 5 Ways to Improve Lead Quality
• See our past work for Online Video Marketing
• Meet the team behind Bricks and Clicks

How principles of behavioral science can positively impact marketing campaigns, leading to increased conversions and ROI. 

In Part 1 of this series, we proposed that behavioral science is the driver behind every successful idea. 

Put it in a different context, marketing is a creative profession but so is architecture. Architects design iconic buildings like the Petronas Twin Towers or the Sydney Opera House, but within the framework of physical laws. (This illustration is referenced from How Brands Grow, by Bryan Sharp).

Marketing operates under the laws of behavioral science. Marketing is far less unpredictable than we assume. These behaviors can be best understood by understanding how buyers buy. As a recap, we covered the Fear of Missing Out, the Paradox of Choice, and Call To Action in our first article in the series. Read Part 1 here. 

At BRICKS AND CLICKS, we have run hundreds of marketing campaigns for our clients, generating effective results through the use of these principles. 

Let’s dive in.

Social Proofing

When shopping online for a product on Amazon or Lazada, the one thing we always check is the reviews. What buyers are doing here is that when uncertain of the right action or decision to make, they are looking at what other people are doing. 

Social proof is the phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation. We assume that the people around us; friends, family, and even celebrities, have more knowledge about what should be done. 

In delivering campaigns for our clients, we found that social proof is highly effective in moving people down the funnel in the buyer’s journey to the decision stage. A great application of social proof is in case studies. Take this example which we did for a client in the B2B space. Out of the 8 ads that we ran for them, which includes those with case studies and without, the ads that performed well with the highest click-through rate and conversion rate were those that had case studies. 

For every ad with a case study as social proof, we found they performed on average 30% better in Click Through Rates, and 20% higher in conversion. 

Point: Supply evidence from past customers to encourage consumers towards a decision. 

Framing Effect

The framing effect refers to how our decisions are influenced by the way options are presented to us. That’s how our brains work, we don’t make decisions based on just the facts. Options can look more or less attractive by how it’s ‘framed’, using words or symbols to reflect a positive gain or a negative loss.

In our previous article, we shared how loss aversion, or the Fear of Missing Out, can drive behaviors from buyers to not miss out on a deal.

For the same campaign, we used the framing effect that added further emphasis on the loss that potential buyers might miss out on. This was achieved by simply using the three brands’ iconic logo in the ad campaign.

The positive brand associations not only increased the positive attitude towards the sales event. But the option of missing out, framed in the context of missing out on some great deals with great brands, generating a two to three times increase in sales overall.

Point: Frame your offers positively or negatively, to change people’s minds.

Information Gap Theory

The information gap theory is the theory about making decisions under deep uncertainty. First developed by George Loewenstein in the early 90s, he states that we are most curious when we know a little about a subject (our curiosity has been piqued) but not too much (we’re still uncertain about the answer). In simpler terms, the right amount of information can greatly increase one’s curiosity.

This information gap theory finds its most obvious use in landing pages. Using this theory, we tweak landing pages to contain just the right amount of information to pique a consumer’s desire or curiosity, but just enough to take action such as submitting a form.

At BRICKS & CLICKS, we have used it in good measure for our landing pages and website content. What we aim to do is to present just the right amount of information that’s sufficiently important, appealing, and encourage the audience to act. Actions that we encourage audiences to take could be for example; to enquire, to stay tuned, to follow a brand’s social media account, to place a reservation, and more.

When applied to our campaigns, we observed higher re-engagement and conversion rates overall.

Point: Provide just the right amount of information to make even Goldilocks curious.

Recap

Let’s recap the 3 main points and the relevant questions to ask:

1. Social Proofing – Are there testimonials, case studies, or social proof from customers?
2. Framing Effect – What angle are you framing your offers to consumers?
3. Information Gap Theory – Are your ads piquing consumer’s curiosity?

If all of this seems like rocket science to you, let the digital marketing experts at BRICKS AND CLICKS help you deliver results on your marketing campaigns. Click here to get a free consultation with us.

Here are more useful links:

• Learn more about our Social Media 360 services
• See our past work for Online Video Marketing
• Meet the team behind Bricks and Clicks

We explore the science behind increasing conversion in your marketing campaigns using principles from psychology and behavioural science.

What are the ingredients for a successful digital marketing campaign? 

You might think of the beautiful typography, gorgeous art, and great design in the ads that fill up your feed. While it is common to associate marketing as an art form, effective marketing is more science than art. Behavioral science now drives every successful marketing campaign. It is not a coincidence that there’s a growing interest in the field of behavioral science and the increased popularity of authors such as Dan Ariely, Daniel Kahneman, and Robert Cialdini, especially in recent years. 

Behavioral science now leads the way for effective marketing as it gives us insight into fundamental human behaviors such as decision making and buyer behavior. Successful marketing is about knowing the consumer. It means tapping into the consumers’ needs, desires, and motivations to act.

At BRICKS AND CLICKS, we’ve run hundreds of campaigns over the years for our clients. For each campaign, who we reach out to are significantly different and specific. Each campaign targets different groups that differ based on demographics, lifestyles, and preferences.

However, we observed that the consumers shared the same set of ‘drivers’ in their decision-making process. It turns out that people are very similar in how they are wired. 

In this blog series, we will show you how we have utilized these behavioral science principles in our digital marketing campaigns with proven results. 

The Paradox of Choice

Go to any supermarket today, you will likely find dozens of brands of toothpaste, more than a handful of brands for peanut butter, and likely hundreds of choices for cereals. This highlights that we live in an age where we have more choices than ever before.  Not only are consumers bombarded with information on the internet and in social media, but they are also overwhelmed with choices. 

The paradox of choice refers to how our brains work when encountered with choices. Having an abundance of choices or options will put our brains through a complex decision-making process and eventually lead to an increase in anxiety and indecision. Consumers end up with analysis paralysis, where overthinking leads to no decision at all. 

To encourage decision rather than indecision, we applied the ‘less is more’ approach when we embarked on a lead generation campaign for one of our clients. Rather than promoting all of the services our client offers, we narrowed it down to the 3 best-selling services and have them featured on our ads as well as on the landing page.

At the end of our campaign, we observed that this approach of reducing options for consumers has led to a double-digit conversion rate for the client. 

Point: When helping consumers make decisions, use the ‘less is more’ approach. 

Fear of Missing Out (FOMO)

Fear of missing out (FOMO) refers to anxiety or motivation consumers feel when they want to belong to some group, event, or even a moment that others are posting about. Fear of missing out is also defined as the fear of regret. 

For one of our clients, we needed to promote awareness and drive foot traffic to a handful of offline sales events. To maximise the turnout for these events, we applied the FOMO principle in our marketing campaigns, specifically to our ad copies as well as our visuals. 

In all these campaigns, we observed that highlighting the opportunity cost of forgoing the event and showcasing the number of people who were at the events was enough to generate a steady stream of customers throughout the event duration.

Point: Show what people are missing out on to generate interest.

Call To Action (CTA)

Call to Action, or CTA, are copy or design elements that are used to encourage action on the part of the consumer. 

What makes a CTA effective is helping people know what to do next. It is because our minds are wired in a way that we have expectations, anticipations, curiosity, and a sense of reward. 

We applied this science to a campaign we ran for one of our clients intending to build a customer database. 

In our creatives for the campaign, we made sure that we used: 

• Bold colours and fonts 
• Catchy copy that increases curiosity and the promise of reward
• Eye-catching elements with the abundant use of fried chicken in the visual
• Action-based verbs (ie. sign up now) in the CTA button
• Movement, in this case a hover effect, to highlight the CTA button

As a result of applying these principles to the campaign, we successfully grew the customer database to thousands in just a matter of months with a low acquisition cost.

Point: Make the action you want consumers to take obvious.

Recap

Let’s recap the 3 main points and the relevant questions to ask: 

1. The Paradox of Choice – Are the choice of offerings making it easier for consumers? 
2. Fear of Missing Out – Do your ads trigger a fear of missing out?
3. Call to action – Are your next actions obvious?

If this blog has been helpful, look out for part 2 in this series that will explore the science behind social proofing, framing effects & information gap. 

Do you need help to maximise the effectiveness of your paid advertising? BRICKS AND CLICKS help you deliver results on your marketing campaigns.

Here are more useful links: 

• Learn more about our Social Media 360 services 
• See our past work for Online Video Marketing
• Meet the team behind Bricks and Clicks