Meta updated its ad attribution system to provide a more comprehensive view of campaign performance. The company aligned its click-through attribution with industry standards such as Google Analytics. Meta now counts click-through conversions only when a user clicks directly on a link.
The company simultaneously introduced a new metric called engaged-through attribution. This model measures conversions following non-click interactions including shares, saves, comments, and likes.
Meta stated that social media ad interactions are more complex than search-based ads. The update aims to capture the full value of social engagements that previous models failed to record.