Meta updates click attribution: only link clicks will count

Meta has updated its click attribution model to improve the accuracy and clarity of conversion reporting. From now on, click-through attribution will count conversions only after a link click, while other interactions with ads will be categorized under a new attribution type called engage-through attribution.

These changes affect reporting in Meta Ads Manager and may slightly shift how conversions are distributed across attribution types.

What is changing in Meta Ads attribution

Previously, Meta’s click-through attribution included any type of click on an ad. If a user:

• reacted to the ad
• left a comment
• shared the post
• clicked anywhere within the ad

and then converted within the attribution window, that conversion could be counted as a click-through conversion.

With the update, Meta is refining this definition. Click-through attribution will now include only conversions that occur after a user clicks a link.

This adjustment is designed to better reflect the actual traffic driven by ads.

New attribution category: engage-through attribution

To capture other forms of interaction, Meta is introducing engage-through attribution.

Previously, Meta used engaged-view attribution, which applied only to video ads. The new engage-through attribution expands this concept and applies to all ad formats.

Conversions in this category can result from:

• video views
• reactions
• comments
• shares
• saves
• other interactions that do not involve clicking a link

This change separates traffic-driving actions from engagement interactions, giving advertisers clearer insight into how users interact with their ads before converting.

Video attribution threshold reduced

As part of the update, Meta is also lowering the minimum video engagement required for attribution.

Previously, users had to watch at least 10 seconds of a video for a conversion to be attributed to an engaged view. Now the threshold has been reduced to 5 seconds.

Meta notes that many conversions occur quickly after users begin watching a video, which is why the shorter threshold better reflects actual user behavior.

What counts as a link click

Meta’s definition of a link click extends beyond traditional website visits.

Link clicks may include:

• website visits
• app store pages or deep links
• click-to-call or click-to-message actions
• map or directions links
• shop pages
• lead forms
• Marketplace links
• Instagram profile views (for certain ad formats)
• playable ad experiences
• videos that launch watch-and-browse experiences
• external video platforms such as YouTube or Vimeo

However, when campaigns are optimized for website conversions, most link clicks will still primarily direct users to a website.

Potential impact on reporting

After the update, advertisers may notice some shifts in reporting:

• click-through conversions may slightly decrease
• engage-through conversions may increase
• overall conversion totals should remain relatively stable

This is because conversions that were previously attributed to non-link clicks will now be categorized under engage-through attribution.

What advertisers should do

Meta recommends that advertisers review their campaign reports in Ads Manager to understand how these changes affect their data.

To analyze attribution differences, advertisers can use:

• Compare Attribution Settings
• Breakdown by Attribution Setting

Advertisers who previously disabled engaged-view attribution (now engage-through attribution) may see a drop in total reported conversions and should review their settings.

What this means for marketers

These updates are designed to make Meta’s attribution system more transparent and aligned with actual user behavior. Click-through conversions will now more accurately represent traffic generated by ads, while engagement-driven interactions will be tracked separately.

For marketers, this provides clearer insights into how different types of ad interactions contribute to conversions and overall campaign performance.

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