I not too long ago printed a video about click on attribution. In it, I defined how I’ve lengthy believed that click on attribution requires a click on on an outbound hyperlink to report a conversion. In any other case it could be a view-through conversion.
However Meta’s documentation is ambiguous at finest, so I created a take a look at to show it in some way. Right here’s what I did…
My Take a look at
I created an Engagement marketing campaign with the next conversion location settings within the advert set:
- Conversion Location: On Your Advert
- Engagement Kind: Submit Engagement
- Efficiency Objective: Maximize Day by day Distinctive Attain
I used an advert that didn’t present an outbound hyperlink to click on on, solely a static picture with directions.
The picture requested folks to do the next:
- Click on the picture.
- Open a separate browser window and go to a selected URL.
- Click on a button that was on that web page.
When the button on my web site was clicked, it fired a customized occasion known as ‘experiment’ that was distinctive to this take a look at (it doesn’t fireplace anyplace else).
The Outcomes
If click on attribution requires an outbound click on, Meta would rely these as view-through conversions. As a substitute, each reported conversion (33 of them in all) was from click on attribution.
This proves that click on attribution may result from any click on previous to a conversion. That’s unhealthy with regards to reporting because it’s yet another black gap that may’t be captured utilizing UTMs and referral visitors.
Ensure to learn my weblog submit about this take a look at and what it says about click on attribution.
