Meta has issued an update to its ad attribution system, offering advertisers an easier way to view the difference between all conversions and first-time conversions. This change aims to address concerns about inflated performance data and provide a better understanding of customer acquisition.
New Attribution Options
Meta ads now differentiate between these attribution settings:
- All Conversions: Shows every conversion that occurs after an ad view or click.
- First Conversion: Only shows the first conversion following an ad view or click.
Why This Update Matters
Advertisers have faced challenges reconciling Meta’s reported ad performance with their own data. Using this new feature, businesses can get more precise insights into how ads drive customer action and how to assess their marketing effectiveness.
Impact on Metrics
A finding from one advertiser showed that Meta was counting roughly 25% of repeat purchases to new customers, leading to an overestimation of ad performance. This update aims to fix these distortions, providing a more accurate picture of ad effectiveness and customer acquisition costs.
How This Update Works
Meta’s system used to count all conversions linked to an ad interaction, including multiple purchases by the same user. This method often created inflated metrics and skewed data on customer acquisition costs. The new settings let advertisers choose between viewing all conversions or focusing solely on first-time conversions.
Accessing the Update
Advertisers can access the new feature through Ads Manager. By going to the Attribution settings section, you can choose between the new attribution options and adjust your conversion view accordingly.
Looking Ahead
As businesses start to use these updated attribution settings, they are likely to shift how they evaluate the success of their Meta ad campaigns, which can change where they assign their marketing resources.
How Foundery Can Help
At Foundery, we understand that navigating changes in ad attribution can be hard. Our team of digital marketing experts is here to help you make the most of Meta’s new attribution settings.
Our comprehensive Paid Media services include advice on how to best use the new attribution options, detailed performance analysis to make sure you have accurate tracking, and strategic recommendations to enhance your advertising ROI. With Foundery’s support, you can confidently adapt to these changes to achieve clearer, more actionable insights.
Ready to learn how we can help you leverage Meta’s new attribution settings for more effective advertising campaigns?
