It’s official, the unique conversion campaign has been discontinued.
As of October 30, Meta deprecated unique conversion metrics in the Ads Insights API.
what does that mean
We’ve known about this since August. When I wrote about it at the time, I assumed we would see an impact on the Conversion Events column in Ads Manager. This is now confirmed.
Previously, when you added columns in Ads Manager, standard events had the following checkboxes:
- all
- unique
- value
- cost
- unique cost
Here is an example…
But now you’ll only find three:
For you, it might look like this too…
Substitute?
Regardless, I don’t know how often advertisers use these, and I haven’t found them to be consistently effective.
An obvious alternative is first conversion reporting, which is probably why the unique metric was deprecated in the first place. When you compare attribution settings, you can choose to view only the first conversion reported (“All conversions” by default).
While this isn’t exactly the same as a unique conversion, the difference is small. The first conversion eliminates extra events, which often solves the problem if you feel your reports are exaggerated.
