Meta has highlighted that click-based attribution is less accurate for younger consumers, who often convert without clicking. In contrast, older consumers tend to make more purchases after clicking.
Meta's data, including a deck by Marta Siekierska titled "Everything Competes With Everything", indicates that engagement is not a reliable metric for measuring brand success. The data reveals that there's no correlation between clicks and Brand Awareness, Ad Recall, or Purchase Intent. Furthermore, there's no relationship between Click-Through Rate and campaign ROI.
Interestingly, 90% of purchases made later in-store occur without any click activity. This suggests that efficiency metrics are often mistakenly used as effectiveness metrics in modern marketing. The information was shared by Peter Buckley and Andrew Tindall.
