Meta ad attribution is fanfiction. The conversions you are reporting are vibes with a UTM tag.
5 Agree (71%)
2 Disagree (29%)
7 total votes
Meta ad attribution is fanfiction. The conversions you are reporting are vibes with a UTM tag.
Run a holdout test for 4 weeks and Meta's reported ROAS will drop by 60%. Every. Single. Time.
Our last paid social audit found that Meta was claiming credit for purchases that happened on the customer's SECOND visit. The first visit was organic.
Attribution will always be fanfiction. The choice is which fanfiction you trust.
Attribution has been fanfiction since iOS 14.5. We just stopped being able to pretend.