Advertisers on X and Meta platforms have observed a discrepancy in conversion attributions. Despite running campaigns on both platforms, almost all conversions are credited to Meta, with X reporting nearly zero. However, when X Ads are deactivated, there's a significant drop in total conversions, including those credited to Meta. This issue has been experienced by several advertisers.
Elon Musk has commented on this issue, stating that his company is poor at claiming credit while Meta is excessively eager to do so. He also mentioned a major class action lawsuit against Meta for their false claims.
Some advertisers have reported instances where Meta attributes conversions even without ad engagement. For instance, a customer who follows an advertiser on Instagram, sees their ad on Facebook (without interacting), and then converts, is counted as an attributed order by Meta.
