Meta is simplifying click measurement by changing click-through attribution for website and in-store conversions to only include link clicks, reducing inconsistency with third-party platforms like Google Analytics.
Non-link click actions (share, save, like) are moved to engaged-view attribution, renamed as engage-through attribution, to capture the full value of social interactions.
For video ads, the definition of an engaged view is shortened from 10 to 5 seconds, reflecting faster conversions on Reels.
Meta is also partnering with third-party analytics providers like Northbeam and Triple Whale to incorporate clicks and views into attribution models, helping advertisers understand the true impact of social media ads.
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