Meta is updating its ad measurement to better reflect how people interact with ads on social media and to align reporting with third-party analytics tools.
Main changes:
Click-through attribution will now count only link clicks for website and in-store conversions, improving consistency with tools like Google Analytics.
Conversions from actions like likes, shares, and saves will move to a new category called engage-through attribution (formerly engaged-view attribution).
For video ads, an engaged view is now defined as 5 seconds instead of 10 seconds, reflecting faster user behavior.
Meta is also partnering with analytics platforms like Northbeam and Triple Whale to include both views and clicks in attribution models.
Overall: These changes aim to make ad performance reporting clearer while still capturing the value of social interactions.
