Meta’s ad attribution update gives clearer view of conversions

Meta has introduced new attribution settings in its Ads platform, allowing advertisers to distinguish between all conversions and first-time conversions.

How it works. Advertisers can now choose between two attribution options:

• All Conversions: Shows every conversion after an ad view or click
• First Conversion: Displays only the first conversion after an ad view or click

Why we care. Advertisers have long struggled with discrepancies between Meta’s ad data and their own backend numbers.