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view-through conversions

View-Through vs Click-Through Conversions Explained (And Why Meta Inflates One)

TL;DR Click-through credits a clicked ad; view-through credits an ad merely seen View-through is a weaker signal that often dominates retargeting-heavy Meta reports A 30-minute Ads Manager audit exposes the inflation gap against Shopify or Stripe A click-through conversion credits a sale to an ad the buyer actually clicked. A view-through conversion credits a sale […]

Why Your Meta Ads ROAS Is Lying to You

TL;DR Pixel undercounts iOS conversions after ATT while view-through over-credits inflates the total AEM is a statistical model, not a measurement, hiding modeled data behind clean dashboards Server-side UID attribution catches both lies; reported ROAS typically runs 1.5x to 2x real Meta Ads ROAS is inaccurate because the pixel misses a large share of iOS […]