In some campaigns Meta counts conversions from views even if the user never visited the site. I’ve seen it in practice: the ad is watched, and a conversion is logged without a click.
This distorts the picture: some conversions come from views alone, and budgets get steered by fake signals.
Why view-through attribution distorts ROI?
• Conversions are credited to the ad without real interaction, inflating the effect.
• Budgets go to channels with low actual impact and overall ROI suffers.
How does view-through attribution work and what windows does it use, to compare with clicks?
Meta uses a 1 day view-through window. We should understand these interval to compare fairly with clicks.
To align data to a single truth, we need GA4 + BigQuery + CRM, otherwise comparisons lose meaning.
What can you do to build a consistent attribution model and limit view-through impact?
• Limit view-through impact on budget and run a pilot, updating reports with the new rules.
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