Heads up if you're running Meta ads 👀
Your ROAS might look like it's taken a hit this month — but before you panic, it's probably not your ads.
Meta is changing how they report results from mid-late March, and it's going to shift some numbers around:
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Only actual link clicks count as click-through conversions (not likes, comments or shares)
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Those engagements move into a separate "engage-through" bucket
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Video attribution window drops from 10 seconds down to 5
What that means for you — fewer click-attributed conversions on paper, and your ROAS and CPA numbers will look different to what you're used to seeing.
The silver lining? Meta reporting will finally line up closer to what you see in GA4. So it's actually a more honest picture of performance.
Just something to keep on your radar when you're reviewing results this month and worth flagging to whoever looks at your reports so no one sounds the alarm unnecessarily.
Not sure how this affects your account specifically?