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.

Photo credit: Beacon Life Training Centre

We came to know Beacon Life Training Centre (BLTC) through one of our team members, whose sibling is one of the children at the centre. Through them, we became aware of the work BLTC has been doing for neurodivergent children — providing education, life-skills training, and sheltered employment opportunities that help prepare them for the future.

When BLTC invited us to visit their centre, we were grateful for the chance to experience their world firsthand. We helped out with cookie baking and gift-packing initiatives, along with a few other areas where an extra pair of hands was needed.

The children welcomed us with openness and enthusiasm, and the teachers and caregivers carried themselves with patience, care, and deep commitment. Spending time there allowed us to form connections and gave us a greater appreciation for the daily effort it takes to nurture and support every child.

We left BLTC with a deep sense of respect and admiration — for the children, for the educators, and for everyone who shows up each day with steady care and compassion.

We are grateful for the experience, perspective and reminder to live a life of service.

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.

In a world of mega agencies promising “full-service everything,” it might seem counterintuitive to choose a boutique digital marketing agency. But here’s the secret: smaller agencies aren’t just smaller; they’re often smarter, nimbler, and more strategically focused.

Here’s why working with a boutique agency doesn’t mean sacrificing impact—in fact, it often delivers more.

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.

We first crossed paths with Play Unlimited during a CSR event. In passing conversation, we learned that they regularly needed volunteers to support their operations. What they do sounded simple on the surface—recycling toys—but the impact behind it ran much deeper.

Play Unlimited gives toys a second life so they can continue to spark play, learning, and imagination, especially for marginalised and at-risk children. It’s about access, sustainability, and the belief that play is not a luxury—it’s essential.

So one morning, we took half a day off and headed to their Toy Hub & Library at Da Men Mall. We cleaned and sanitised toys that had already been loved once before. We assessed broken ones, fixing what we could so they wouldn’t be discarded unnecessarily. We sorted, priced, and labelled toys for sale and rental, understanding that each item might eventually find its way into another child’s hands.

Volunteering that day reminded us that contribution doesn’t always look strategic or impressive. Meaningful change is often built on many small, unseen acts—done consistently, with care.