1 min read
What changed
Meta updated its click attribution model for paid social ads
Click-through attribution now counts only link clicks (clicks that take a user to your website or app)
Non-link interactions (reactions, comments, shares, video plays) are now categorised as engage-through attribution
What it means
Your Meta Ads reporting will look different. If your campaigns previously showed strong click-through conversions driven partly by engagement interactions, those numbers will drop under the new model. This does not mean performance has declined. It means Meta is separating genuine intent signals from softer engagement. For Australian businesses running brand awareness and consideration campaigns, this distinction matters for accurate ROAS calculation.
What to do
Pull your current Meta Ads reports and benchmark click-through conversion numbers before the change fully propagates
Update any custom reporting dashboards or BI tools that reference click-through attribution to include the new engage-through category
Review your attribution windows in Meta Ads Manager and adjust if the new model changes your conversion picture
Brief your team or agency so nobody misreads the reporting shift as a performance drop
Source: SocialBee, SwipeInsight (April 2026)
