Why does Meta Ads attribute to itself customers who bought via email?

In multi-channel campaigns customers often finish after an email chain, but Meta Attribution may credit these sales to its ads.

I’ve seen cases: a user clicks an ad, then gets a series of emails and buys - and the attribution marks the ad’s contribution even though the last touch was email.

What problems arise?

• It inflates Meta's contribution, underestimates other channels, and distorts budgets and ROI.
• Decisions are made on a skewed view of the customer journey, making budget plans less clear.

What can we extract?

Need to check consistency between Meta and CRM, understand how view-through attribution and Conversions API work, and which identifiers are used for stitching.

What to do next?
• set up a unified identifiers pipeline between Meta, CRM and analytics,  • run a pilot with alternative attribution models,
• and update reports and budgets based on a more accurate view of the customer journey.

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