One video campaign brought eight times the visitors its click report showed.
A Malaysian media group measured what a boosted social video delivered beyond the clicks, on its own first-party data.
- Media group · Malaysia · 20 million+ users
- Facebook and Instagram video, June 2026
- Measured to 23 July · no one tracked
A click report is not wrong. It is incomplete.
The group sells social video campaigns across its properties. The only proof it could give an advertiser was the platform's click report.
Most people who watch a video never tap it. They come to the site later, on their own, and no click report connects them to the campaign. The group wanted to answer what every client asks: what did the campaign bring beyond the clicks?
Measured on the group's own visits, against a quiet baseline
A baseline with no campaigns
The two weeks before any ad ran set normal traffic to the destination page.
Meta's delivery schedule
Dates, impressions and spend per campaign, read-only. Nothing changed in how campaigns were bought.
A curve for each campaign
Visits above normal are credited to each campaign from its own schedule, including the weeks after it ended.
No one is tracked
The method works on timing, not people. It follows measurement methods Google and Meta have published.
The same video was boosted twice to a rewards page: once bought for engagement, once for clicks. 65,527 paid impressions in June.
What each campaign brought
Visits above the page's normal level, while each campaign ran and after. Clicked visits are not included.
| Campaign | When | Impressions | Visits credited |
|---|---|---|---|
| Boosted video, bought for engagement (Facebook and Instagram) | 5 to 19 June | 19,281 | about 2,800 |
| Boosted video, bought for clicks (Facebook) | 23 to 30 June | 46,246 | about 2,600 |
| Another advertiser's paid click ad, same page | 10 to 19 July | not ours | about 600 |
What it showed
The visitors kept coming. The ads stopped on 30 June. About 3,700 visits, seven in ten of what the videos brought, arrived after that. Half the effect was still working ten days after exposure.
A boosted video is not a click ad. The other advertiser's click campaign brought visitors only while it was paid for. The model found its end date from the traffic alone.
The objective decides who sees the video. Bought for engagement, the video brought about 150 visitors per 1,000 impressions. Bought for clicks, about 69. The click report ranked them the other way round.
Cost per visit. Spread over every campaign-driven visit, not just the clicked eighth, each visit cost an eighth of what the click report implied.
Three checks on every report
Zero in the quiet period
For the two weeks before any ad ran, the method must credit nothing. It credited zero visits.
Within 9%
A separate before-and-after count found 2,497 extra people. The model landed within 9% of it.
0.91 timing match
Credited visits built while ads ran and faded after they stopped, with a 0.91 correlation to the schedule.
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