Am I thinking too much?
Someone recently asked me a question about click attribution, and after diving down the rabbit hole of Meta’s official documentation, I can’t answer it with 100% certainty.
Let’s discuss this…
question
As you know, Meta utilizes click and view attribution, so conversions that occur within 7 days of a click or 1 day of viewing an ad are reported by default.
But does the click have to be on a link to your website?
I reflexively said yes. This seems obvious. But then I checked Meta’s documentation for verification and couldn’t find anything conclusive.
Meta’s attribution documentation
Here is Meta’s short definition of click attribution:
Click attribution: Someone clicked on your ad and took an action.
Of course, technically it’s called “click-through attribution,” so that should mean… coming to your website, right?
Still, I need to make this clear. It has to be said somewhere. However, I’ve looked through pages and pages of the Meta documentation and there’s no mention of clicking through to your site.
what this might mean
It feels very subtle, but also very ambiguous. Meta didn’t say that. only Include clicks on links to your website. It does not list the click types counted. And it doesn’t say it includes all types of clicks.
If we are to take this information literally, it could mean a single click to watch the video without having to click your website’s CTA button. If the person converts within the attribution settings, it will be considered a click-through conversion.
So far, I’ve been assuming this was a view-through conversion, assuming they converted within a day. If not, then my brain is kind of fucked up.
I’m reluctant to change my interpretation now, but it would be helpful if Meta provided clarifying language.
What do you think?
