Comments on: Uncovering the Reality of Meta Click Attribution

By: Jon Loomer

Jon Loomer — Tue, 31 Dec 2024 10:13:18 +0000

In reply to Robert. Probably still a view-through at that point, but who knows?

By: Robert

Robert — Tue, 31 Dec 2024 08:53:58 +0000

So what about that kind of conversion – you scroll your FB/Insta feed and not click anything but touch the area within the ad (eg. the photo of the ad) – I hope it does not count as a click-through, because that would be insane as it' almost impossible no to touch the ad on a mobile device like a smartphone.

By: Roel van de Mortel

Roel van de Mortel — Fri, 20 Dec 2024 04:51:59 +0000

Great insights Jon. I am a little bit shocked as it would mean that ads with high engagement would collect click sales much easier as ads that have less engagement but are actually very good at getting quality traffic to your website.

Would you think that clicks within carousels, to go to the next image, would also be counted for click sales in this case?

By: Rachel

Rachel — Tue, 17 Dec 2024 11:00:47 +0000

Our account is really struggled with the majority of conversions from prospecting down to retargeting and retention going to 1-day view. We've switched our attribution this year to 7d click to get a more accurate depiction of our ROAS. It's such a challenge to get clarity as well as improved correlation between Meta & GA4.

By: Jon Loomer

Jon Loomer — Wed, 04 Dec 2024 18:56:52 +0000

In reply to Adrijus Guscia. I don't think it's something to be fixed. It's just something that should be made clearer. There are improvements that can be made from there, but this is intentional.

By: Adrijus Guscia

Adrijus Guscia — Wed, 04 Dec 2024 18:27:43 +0000

This makes me trust FB ads even less, esp. with AI bidding.

Highly doubt it will be fixed. :(

By: Fábio Prado Lima

Fábio Prado Lima — Tue, 03 Dec 2024 12:51:01 +0000

What a great finding, John. I've been running facebook ads since 2011 as well, and didn't know that, until now. Thank you.

By: Jon Loomer

Jon Loomer — Tue, 03 Dec 2024 10:47:24 +0000

In reply to Fábio Prado Lima. Glad I'm not the only one! It's somewhat embarrassing, but I'm also confident that the vast majority of advertisers think the same thing.

By: Jon Loomer

Jon Loomer — Tue, 03 Dec 2024 10:46:54 +0000

In reply to Angela. The conversion event fired when someone clicked a specific button on my website (which is irrelevant to click vs. view, which is determined by ad interaction). There weren't any view-through conversions in this case, but that's reflective of those converting being active participants in the experiment. There were surely other view-through conversions, but not for this specific event.

By: Miguel Bravo

Miguel Bravo — Tue, 03 Dec 2024 10:11:48 +0000

Wow! Been doing this awhile, and did not know that. Clever experiment Thanks for sharing.

By: Angela

Angela — Tue, 03 Dec 2024 07:03:49 +0000

Hi Jon super interesting – I am curious – assuming thi is right – Meta would be then attributed based on Click All Metric (i.e. a click anywhere on an ad regardless of a URL being present) – instead of click unique or click link metrics. – on your experiment, I can see that the conversion was all for clicks – did you have anyone who did not click the link and went to the page – (view 1-day atribution with no interaction whatsoever on the ad – apart from an impression/view) I am curious to see if you had any results for this. – Thank you this was a ver helpful article! Best Angela

By: Andreas Schou

Andreas Schou — Tue, 03 Dec 2024 04:58:20 +0000

Awesome post with useful insights. Thanks for share these experiments.

In my clientes we always compare real CRM leads with those reported by META. Its usually close to 10% error margin with 1-day-click attribution, which seems acceptable. Adding automatic UTM parameters in all ads with information about Campaign, Adset, placement and platform, helps us tracking back sales that happens offline by phone.