[ad_1]
Legally, unique conversion events are abandoned.
As of October 30th, Meta has dropped unique conversion metrics from the Ads Insights API.
What does it mean
We have known about this since August. When I wrote about it at the time, I thought we’d see this affect the conversion event columns in Ads Manager. And now this has been confirmed.
Previously, when adding columns to Ads Manager, there were the following checkboxes for standard events:
- Total
- It is unique
- Price
- Costs
- Unique Costs
Here is an example…
But now you will only get three:
It might look like this to you too…
Replacement?
I don’t know how many times marketers have used these things anyway, and I haven’t found them to be consistently effective.
The obvious replacement is First Conversion reporting, which may be why unique metrics were abandoned in the first place. When comparing attribute settings, you have the option to view only the first reported conversion (by default All Conversions).
Although this is not exactly the same as a unique conversion, the difference is small. Initial Conversion reduces additional events, which often solves problems if you feel that reporting is increased.
