What it is
“So a view content, what actually is a view content? Page view fires on any page. View content's a product page view, right?”
Marketing Operators, April 2026
“we optimize for view content right now. We drop people on landing pages. We're what we're ultimately doing is we're optimizing for someone visiting two or three pages. That's what we found to work. We're optimizing for a browsing user, which I think is good.”
Marketing Operators, January 2026
What brands report
| Who | What they report | Episode date |
|---|---|---|
| A speaker on the HexClad episode | Low to mid 7 figures of last year's Meta spend went to non-purchase campaigns, with a 0.14x one day click ROAS accepted on view content | April 14, 2026 |
| A guest on the incrementality playbook episode | $1.91 iROAS on view content against $1.78 on more purchase spend | March 17, 2026 |
| Olivia Cory | Millions now spent on view content, after tests pointed there | August 14, 2026 |
| A speaker on the Black Friday recap | More non-purchase campaigns inside Meta in the media mix, called a huge win | December 9, 2025 |
Source: Marketing Operators, April 14, March 17, August 14 and December 9 episodes, read in our interview library
A test that said no
Olivia Cory ran the same three cell setup on two newer objectives.
“we were doing more non-purchase conversion testing on meta and we were doing the same three cell setup we did when we when we tested against view content and we saw that these these two new objectives did not they were not more incremental than our than spending more up into purchase conversion campaign.”
Marketing Operators, August 2026
The HexClad speaker is just as plain about validation.
“I still don't know of a true like full fully trusted way to validate that without without having like an incrementality test running.”
Marketing Operators, April 2026
How to test it
“our net new visit rate in Meta and and other channels is dropping, our rolling reach is dropping, our frequency's going up, like that is a great signal that you should probably get some holdout test set up on like a view content campaign or a a traffic campaign”
Marketing Operators, April 2026
- Watch three numbers: new visit rate, rolling reach and frequency. Rolling reach is how many of the people you reach are new to you over a rolling window.
- Keep business as usual spend in both cells. Cell A gets more purchase spend and cell B gets the same extra spend as view content.
- Do not run it as two cells, view content against business as usual only. The guest on the incrementality playbook episode says that shows how incremental view content is, but not whether more purchase spend would have done better.
- Compare cost per incremental order, or iROAS, between the cells, as the $1.91 and $1.78 test did.
- Do not judge it on one day click ROAS. HexClad accepts 0.14x there, and says these campaigns reach more new accounts.
“we typically see higher incrementality factors from something like partnership ads than we do our brand page ads.”
Marketing Operators, April 2026
Put the cells next to your break even floor and read what each attribution tool can see before you trust a click count.
This audit comes from Influencer Advisory, our influencer marketing agency.