Meta (Facebook & Instagram) is rolling out significant updates to how conversions are tracked and how campaign performance is measured. If you’re advertising on these platforms, these changes could greatly impact your results — in a positive way.
Here’s an overview of the key updates and how you can use them for smarter advertising.
Meta now allows advertisers to choose between tracking only the first conversion a user makes or all conversions within the attribution window (e.g., 7 days).
Why is this important?
Users sometimes perform multiple actions after clicking an ad. Until now, each of those was counted, which could give a skewed view of actual performance. Now you can choose what matters most for your business — for e-commerce, tracking all may be useful, while for lead generation, the first conversion often matters most.
Meta is introducing incremental attribution — a model that measures the “true impact” of ads on user decisions. The system can estimate whether a user would have converted even without seeing the ad, giving you a more realistic view of what your campaign truly accomplished.
Why is this useful?
You won’t be paying for results that might have happened anyway. You’ll gain a clearer picture of what’s truly working and what isn’t contributing to conversions or leads.
Another important feature is the deeper integration with Google Analytics, allowing for a more complete picture of user behavior before and after ad interactions.
What’s the benefit?
More transparency and better control over user journeys. If you’re already using GA4, now you have even more reason to connect the dots and make data-driven decisions.
Meta is also adding new features to Lead Ads, including:
Lead verification via SMS
Option to disable automatic form filling
More flexible data delivery options
Why does this matter?
It improves the quality of collected leads, reduces accidental clicks, and gives your sales team more useful data.
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