Meta just changed what counts as a click

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In today’s newsletter,

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Your discount codes are working. Just not how you think. A lot of the shoppers who were given a discount would have purchased at full price. That's margin you're giving away for nothing.

RevLifter fixes this. We show offers only to visitors people hesitating at checkout, comparing prices, or about to leave. High-intent shoppers never see a discount. You protect margin where it matters and convert more visitors where it doesn't.

The result? Brands typically see 20% more conversions, 30% higher AOV, 5% more revenue, and 10% saved on promotion costs. We run it as a managed service (you don't lift a finger) and prove results through proper incrementality testing.

For years, any interaction (like, comment, share) could be counted as a “click-through” conversion even without clicking the link.

Most advertisers had no idea.

Meta just fixed this. Click-through attribution now requires an actual link click before a conversion counts.

Reactions, comments, shares and saves are moving to a new category called "engage-through attribution," which works like the old engaged-view but applies to all ad formats, not just video.

Here's what that means practically:

If your campaigns lean heavily on remarketing, you may see reported conversions drop. Remarketing audiences are the most likely to like or comment on an ad and then convert later through another channel. Those were getting counted as click-throughs.

Now they won't, or they'll only count if the conversion happened within 1 day (the engage-through window).

If you turned off engaged-view in your attribution settings, the impact is sharper. Those conversions don't move to engage-through. They disappear entirely.

To see how your own numbers are affected, use the Compare Attribution Settings feature or Breakdown by Attribution in Ads Manager and watch how click-through and engage-through numbers move over the next few weeks.

Action Summary:

Credit: John Loomer

Khulan started Lhamour after developing eczema and allergies. She couldn’t find products that worked, so she made her own in her kitchen and shared the journey online.

That honesty pulled in her first customers and eventually distributors across 10 countries.

Here’s what actually drove the growth.

Early traction: Build for a problem you deeply understand. Khulan was her own first customer, and her content documented what worked. That clarity attracted the exact audience she needed without paid marketing.

Global expansion: Let product market fit do the heavy lifting, but do not outsource your brand.

Distributors helped Lhamour scale internationally, but inconsistent branding and zero control became a bottleneck.

Post COVID pivot: Focus and ownership changed everything. She moved to a DTC model with global warehouses, reduced SKUs, and focused on one clear persona instead of trying to sell to everyone.

Action Summary:

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