Engage-Through Attribution

Engage-through attribution is an attribution category in Meta Ads. It covers conversions that happen after an interaction with an ad that isn't a link click: likes, comments, shares, saves or a video watched for at least 5 seconds.

What changed in 2026

Until early 2026, Meta counted any kind of click as a click for website conversions, including a like or a save. Since March 2026, only link clicks count as click-through conversions for website and in-store conversions. Everything else moved into the engage-through category, which replaces the former engaged-view category. The threshold for video views dropped from 10 to 5 seconds (Meta for Business).

As with engaged view before, the engage-through window is one day.

Example

Someone saves your Reels ad but doesn't click. In the evening, they find your website through Google search and sign up as a lead. Meta used to be able to count this lead as a click conversion. Now it shows up as an engage-through conversion, as long as it happens within one day.

Engage-through in lead generation

Website tracking doesn't see these leads as Meta leads, because the person didn't arrive through the ad. In a click-based view, they're credited to the channel they actually came from. Since the change, Meta's click conversions therefore line up better with what analytics and tracking tools measure.

Common mistakes

• Comparing periods before and after March 2026 directly: click conversions are defined differently since then.
• Adding engage-through to clicks and reading it as clicks: engage-through is a weaker signal than a link click.
• Not checking the setting: if you had turned engaged view off before, check whether engage-through is now included.

Learn more

What the Meta attribution changes mean for your numbers and what to check now is covered in our article on Meta attribution in 2026.