First Conversion Optimization Reporting Bug

This explains some things…

If you were seeing inconsistencies with First Conversion optimization, you’re not alone. Meta’s acknowledged the problem.

What is First Conversion Optimization?

Within the past month or so, Meta rolled out the ability to optimize for First Conversions.

Prior to that point, First Conversion was only available as a reporting option when comparing attribution settings.

Up until this update, default conversion optimization and reporting has been for All Conversions. In other words, a single person can perform multiple conversions in the attribution window — and each conversion can be counted in your results. First Conversion would limit reporting and optimization to that first conversion.

The Problem

But when I tried this new optimization, I quickly noticed that something was wrong. When optimizing for First Conversion, the default reporting should also be First Conversions. But when I compared attribution settings, I realized that Meta was actually reporting All Conversions.

Once I realized that something was off, I stopped the campaign.

Meta’s Acknowledgement

Meta is aware of the problem. At the top of my Ads Manager, I’m seeing this message:

Results are based on all conversion counts. Campaigns that optimize for first conversion counts will report all conversion counts until late January.

So Meta is aware of the problem, but it won’t be fixed until late January.

That said, I’m not convinced that First Conversion optimization is a viable option. I still don’t understand why someone would optimize for First Conversion. It’s a good reporting option, but I can’t think of a situation where I’d prefer Meta ignore the additional conversions someone makes and apply that to optimization.