Meta’s ad attribution update gives clearer view of conversions

Meta has introduced new attribution settings in its Ads platform, allowing advertisers to distinguish between all conversions and first-time conversions.

How it works. Advertisers can now choose between two attribution options:

  • All Conversions: Shows every conversion after an ad view or click
  • First Conversion: Displays only the first conversion after an ad view or click

Why we care. Advertisers have long struggled with discrepancies between Meta’s ad data and their own backend numbers. This update aims to bridge that gap, providing more accurate insights into ad performance and customer acquisition costs.

By the numbers. One advertiser found that Meta was counting about 25% of non-first purchases towards new customers, significantly inflating reported performance metrics.

Between the lines. Previously, Meta counted all conversions a user made after interacting with an ad, potentially including multiple purchases by the same customer. This led to inflated performance metrics and skewed customer acquisition costs.

Screenshot 2024 07 03 At 21.23.12

How to access. Advertisers can find the new feature in Ads Manager under Attribution settings, where they can select their preferred attribution window and conversion view.

What’s next. As advertisers begin to use these new attribution settings, we may see a shift in how businesses evaluate the effectiveness of their Meta ad campaigns and allocate their marketing budgets.

First seen. We discovered this update via Bram Van der Hallen on LinkedIn:

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About the author

Anu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu’s career started with

 delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.

Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech. 
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.

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