I lately revealed 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 will be a view-through conversion.
However Meta’s documentation is ambiguous at finest, so I created a take a look at to show it by some means. Right here’s what I did…
My Check
I created an Engagement marketing campaign with the next conversion location settings within the advert set:
- Conversion Location: On Your Advert
- Engagement Sort: Put up Engagement
- Efficiency Purpose: Maximize Each 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 individuals to do the next:
- Click on the picture.
- Open a separate browser window and go to a particular 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 referred to as ‘experiment’ that was distinctive to this take a look at (it doesn’t fireplace wherever else).
The Outcomes
If click on attribution requires an outbound click on, Meta would rely these as view-through conversions. As an alternative, each reported conversion (33 of them in all) was from click on attribution.
This proves that click on attribution may end up from any click on previous to a conversion. That’s dangerous in relation to reporting because it’s yet one more black gap that may’t be captured utilizing UTMs and referral visitors.
Ensure that to learn my weblog submit about this take a look at and what it says about click on attribution.
