Meta made several big updates to attribution recently. The primary change is that they finally updated click-through attribution to require a link click. This could impact some advertisers more than others.
While requiring a link click to qualify for click-through attribution may seem obvious, it wasn’t previously the case. Until now, click-through attribution reflected conversions that happened after any click on your ad.
But social clicks including likes, comments, shares, and saves will no longer be included in click-through attribution. Those will be moving to a new engage-through attribution.
The Lost Conversions
But there’s an important caveat. Click-through attribution uses a default 7-day window while engage-through is only 1-day. That means that any conversions from social clicks that happened beyond a day will no longer be reported.
This is a good thing since that type of conversion isn’t all that different from a view-through conversion. But, unlike view-through conversions, these conversions were previously getting the benefit of a 7-day window.
While I doubt this will noticeably impact results for most advertisers, there is an exception. If you lean heavily into remarketing, you could see your reported conversions drop.
One of the reasons advertisers swear by remarketing strategies is due to the misleading results. While they’ll continue get the benefit of view-through conversions, losing these numbers could start altering perceptions.
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