To set the base for comparison: This client was already running 15 adsets with static images. Each adset gets about 10 page engagements in a week, about 1000 impressions, 20-40 clicks (all).

I recently launched a new adset with video ads to see it could improve CTR. These short videos are just animations building to the same image of the static assets. It also got about 1000 impressions, just 9 clicks (all), just 5 link-clicks, but page engagement of 127! This would be almost half of the total page engagements out of 16 adsets.

I don't think this can be right comparing to the baseline, and also comparing to the low number of actual clicks, post reactions (just 1), etc... Is it maybe a coincidence that 1 person that saw the ad, went to our page and liked a bunch of posts? Or is there something inherit to video ads that overstates the page engagement count?

Thank you!