When analyzing performance in Meta Ads Manager, you will most likely use “click-through attribution.” It’s easy to assume that sales attributed this way come from people who clicked the ad and visited your site. However, that’s not exactly how Meta defines it, following a recent update.

Meta’s click-through attribution setting now counts the following as results:

For example, if someone made a purchase after seeing a Google Ad (or any other source besides Meta), Meta will take credit for the sale if that same person liked, shared, or commented on the Meta Ad prior to the purchase. This can make Meta Ad performance appear stronger than it really is. 

To see how this plays out in real-world performance, we looked at one week of data from a large e-commerce brand running Meta Ads.

In this case, Meta reported 178k ad clicks, while the brand’s actual website sessions in ThoughtMetric were just over 103k. That is a 42% difference between what Meta counts as a click and what truly led to a site visit.

This gap shows how much engagement actions like likes, shares, and saves can inflate reported performance.

When marketing teams use platform data alone, it’s easy to overestimate what’s working. Meta’s reporting is optimized for engagement and conversion windows that fit its algorithm, not necessarily your true business results.

This becomes especially important when you’re making spend decisions. If you’re relying only on Meta’s inflated data, you could end up shifting budget toward campaigns that look strong in-platform but don’t actually generate sales.

Platform reporting can be compared to a student grading their own homework, where the results often look better than they really are.

ThoughtMetric gives you a clear, unbiased view of what’s really happening across your marketing channels.

With ThoughtMetric, you can understand which campaigns are driving measurable revenue and which are simply boosting the vanity metrics.

Likes, shares, and saves are great indicators of awareness, but they’re not the same sessions. Meta’s click-through attribution blends these signals together, often leading to inflated performance reports.

If you want to make smarter decisions with your ad spend, start measuring what truly matters.

Book a ThoughtMetric demo.

What counts as a result with Meta's click-through attribution setting?
Meta’s click-through attribution setting counts any engagement with your ad as a result, including likes, shares, saves, comments, and link clicks.

Does ThoughtMetric show the difference between engagement clicks and actual conversions?
Yes. ThoughtMetric measures true site interactions and purchases tied directly to your store’s data, giving you a clear view.

How does ThoughtMetric get more accurate attribution data?
ThoughtMetric uses server-side tagging and multi-touch attribution to capture every step of the customer journey, across Meta, Google, email, and more.