Meta now splits attribution into click-through (link clicks only) and engage-through (all other interactions). Reported conversions may shift.
Meta now splits click attribution into click-through (link clicks only) and engage-through (all other interactions), which will shift how conversions are reported across all ad formats.
Meta updated its attribution model so click-through attribution counts only link clicks, while reactions, comments, shares and video plays fall under a new engage-through category.
Reported click-through conversions will drop for most advertisers even if total conversions stay the same, which will break any benchmarks or automated rules tied to click-through windows.
Australian businesses comparing Meta performance against Google Ads or TikTok need to re-baseline their cross-channel reporting immediately or risk misleading ROAS comparisons.
Paid social managers, media buyers and anyone using click-through conversion windows for bid optimisation or cross-channel attribution.
Leaving automated bid strategies or reporting dashboards unchanged will make Meta look like it is underperforming when the underlying conversions have not actually changed.
Review your Meta attribution settings and re-baseline conversion benchmarks using the new click-through vs engage-through split
Check whether any automated rules or bid strategies reference click-through conversions specifically and update them to use total conversions