Meta Ads · Status at source date: Newsletter archive
Meta splits Click-Through attribution into Click and Engage-Through
Meta is updating its attribution settings to split Click-Through attribution into two categories. Click-Through will now only include link clicks (any click taking users to a destination on or off the platform).
What changed
All other interactions, including shares, likes, comments, saves, and 5-second video views, will fall under a new Engage-Through attribution setting. Meta CMO Alex Schultz confirmed the change addresses advertiser feedback that Meta numbers did not match Google Analytics.
Why it matters for advertisers
For you, this means your Meta CPAs will become more directly comparable to Google Search CPAs, and clients may see a temporary drop in reported click-through conversions that reflects cleaner measurement rather than a decline in performance.
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Original newsletter text and archive evidence
Meta splits Click-Through attribution into Click and Engage-Through
Meta is updating its attribution settings to split Click-Through attribution into two categories. Click-Through will now only include link clicks (any click taking users to a destination on or off the platform). All other interactions, including shares, likes, comments, saves, and 5-second video views, will fall under a new Engage-Through attribution setting. Meta CMO Alex Schultz confirmed the change addresses advertiser feedback that Meta numbers did not match Google Analytics.
For you, this means your Meta CPAs will become more directly comparable to Google Search CPAs, and clients may see a temporary drop in reported click-through conversions that reflects cleaner measurement rather than a decline in performance.
Source captured . No explicit first-contributor label was provided for this update.
