Click-through attribution had always been defined vaguely as "clicks on your ad," and most advertisers didn't realize that definition silently included likes, shares, and saves, not just actual link clicks. That ambiguity hid a real performance gap: link clicks converted at a meaningfully higher rate than other social engagement actions, with no way for advertisers to see the difference. Engaged-View Attribution had a related problem: built around video views alone, its definition had expanded to include those same onsite actions, so the name no longer matched what it measured. Both needed to be addressed together, narrowing click-through's definition and renaming Engaged-View, so the two metrics ended up distinct rather than confusing advertisers further.
Meta's ad attribution system counted clicks, video views, likes, and shares all under one "click-through" umbrella, creating a persistent gap between what Meta reported and what tools like Google Analytics counted. I led naming and content strategy for the fix: renaming "Engaged-View Attribution" to "Engage-through Attribution" and redefining what counts toward each type, work that launched publicly in March 2026.
Our bet was that separating true link-click conversions from broader social engagement, likes, shares, saves, and video views, into two clearly named attribution types would reduce advertiser confusion and align Meta's reporting more closely with third-party analytics tools.
1. Authored and evaluated naming options across multiple rounds.
Weighed each option against criteria including future-proofing, clarity without added explanation, and consistency with existing Meta metrics, partnering with Legal, BPM, and cross-functional stakeholders to assess legal, compliance, and industry-standards risk before recommending a final direction.
2. Authored and updated the metric definition.
Rewrote the definition to reflect the expanded scope, ensuring the language held up across surfaces and didn't mislead advertisers about what the metric now captured.
3. Led content updates across surfaces.
Coordinated updates so the new name and definition appeared consistently everywhere advertisers would encounter it.
4. Aligned strategy with a parallel measurement redefinition.
Partnered with the team redefining click-through attribution to ensure the two metrics launched as clearly distinct from each other, rather than reintroducing the overlap this work was meant to resolve.
Engage-through attribution launched publicly in March 2026, capturing social interactions beyond video views, while click-through attribution was narrowed to require an actual link click, closing the reporting gap between Meta and third-party analytics tools.