Meta is updating its ad measurement framework, aiming to simplify attribution in what it calls a “social-first” advertising world. Going forward, only link clicks — not likes, shares, saves or other interactions — will count toward click-through attribution. The change is designed to reduce discrepancies between Meta Ads Manager and third-party tools like Google Analytics.

Historically, Meta counted all click types toward click-through conversions, while many third-party tools only counted link clicks — creating reporting misalignment. Conversions previously attributed to non-link interactions will now fall under a renamed “engage-through attribution” (formerly engaged-view attribution). Meta is also shortening the video engaged-view window from 10 seconds to 5 seconds, reflecting faster conversion behavior — particularly on Reels. The company says 46% of Reels purchase conversions happen within the first two seconds of attention.

his update makes it easier to see which actions actually drive conversions, reducing confusion between Meta reporting and third-party analytics like Google Analytics. By separating link clicks from other social interactions, marketers get a clearer view of campaign performance, while the new engage-through attribution captures the value of likes, shares, and saves. This gives advertisers more confidence in their data and helps them make smarter, more impactful

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