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Meta's engagement-through attribution confirmed live in accounts
Jon Loomer has confirmed that Meta's attribution changes, announced in early March, are now active in accounts. Click-through attribution now requires an actual link click prior to conversion: reactions, shares, comments, and other non-link clicks no longer qualify under click-through and instead fall under the renamed "engage-through" window, which carries a one-day lookback rather than seven.
What changed
Conversions previously counted as click-throughs that involved non-link clicks beyond the first day will no longer be counted anywhere, potentially leading to a dip in reported results: most likely for advertisers with significant remarketing traffic. Those who were previously disabled engaged-view attribution will see no offset from engage-through and face the full impact of the reduction.
Why it matters for advertisers
For you, this means using Meta's Compare Attribution Settings feature to isolate the shift in your accounts: and resisting the temptation to interpret a natural attribution reduction as a genuine performance problem.
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Original newsletter text and archive evidence
Meta's engagement-through attribution confirmed live in accounts
Jon Loomer has confirmed that Meta's attribution changes, announced in early March, are now active in accounts. Click-through attribution now requires an actual link click prior to conversion: reactions, shares, comments, and other non-link clicks no longer qualify under click-through and instead fall under the renamed "engage-through" window, which carries a one-day lookback rather than seven. Conversions previously counted as click-throughs that involved non-link clicks beyond the first day will no longer be counted anywhere, potentially leading to a dip in reported results: most likely for advertisers with significant remarketing traffic. Those who were previously disabled engaged-view attribution will see no offset from engage-through and face the full impact of the reduction.
For you, this means using Meta's Compare Attribution Settings feature to isolate the shift in your accounts: and resisting the temptation to interpret a natural attribution reduction as a genuine performance problem.
Source captured . No explicit first-contributor label was provided for this update.
