Meta has launched new attribution settings in its Adverts platform, permitting advertisers to tell apart between all conversions and first-time conversions.
The way it works. Advertisers can now select between two attribution choices:
- All Conversions: Reveals each conversion after an advert view or click on
- First Conversion: Shows solely the primary conversion after an advert view or click on
Why we care. Advertisers have lengthy struggled with discrepancies between Meta’s advert information and their very own backend numbers. This replace goals to bridge that hole, offering extra correct insights into advert efficiency and buyer acquisition prices.
By the numbers. One advertiser discovered that Meta was counting about 25% of non-first purchases in direction of new prospects, considerably inflating reported efficiency metrics.
Between the traces. Beforehand, Meta counted all conversions a consumer made after interacting with an advert, probably together with a number of purchases by the identical buyer. This led to inflated efficiency metrics and skewed buyer acquisition prices.
Methods to entry. Advertisers can discover the brand new function in Adverts Supervisor underneath Attribution settings, the place they’ll choose their most well-liked attribution window and conversion view.
What’s subsequent. As advertisers start to make use of these new attribution settings, we might even see a shift in how companies consider the effectiveness of their Meta advert campaigns and allocate their advertising budgets.
First seen. We found this replace through Bram Van der Hallen on LinkedIn:
