As marketers, we know that a view-through-conversion is not the same as a click through conversion.
With view through conversions, the user may not have even consciously seen the advert before they returned to the website to convert.
Its possible they were already going to convert either way, ad impression or not.
But at least when the user clicks the ad and then converts, we know they both saw the advert and they used it as a shortcut to end up back at our website.
Google, to their credit, have always de-coupled view-through-conversions from click through conversions:
You might assume that Facebook would follow Google’s lead and not try to inflate their performance by counting Facebook view through conversions as conversions, but that isn’t the case.
Facebook uses the below attribution method to count conversions:
Fortunately, we can change this ourselves, and remove the view through conversions.
To do so, you’ll want to open Ads Manager and select ‘Customize Columns’
The next screen you’ll see looks like this:
From here you’ll want to select the attribution type that suits your campaign… I tend to go with the below:
After hitting apply, you’ll get a more realistic (in my opinion) view of the campaigns performance. See below for how it affects this example:
What’s your experience with Facebook conversion attribution? Do you think Facebook view-through conversions should be measured separately?