New Attribution Reporting

If your Meta ROAS dropped in late March - your ads didn't stop working.

Meta rolled out a significant attribution change on 3/17 (fully live 3/26): click-through conversions now only count actual link clicks to your website. Likes, saves, shares, and comments no longer qualify.

What that means for your reporting:
• Attributed revenue will look lower in Meta's dashboard
• Your blended / store-level revenue likely hasn't changed
• This is a measurement shift, not a performance decline

Meta has moved those engagement actions into a separate bucket called "engage-through" attribution and recommends using it alongside click-through for a more complete picture. Don't panic when you see the numbers. Know what changed, and how to read it.