> ## Knowledge Base Index
> Fetch the complete knowledge base index at: https://help.omegatheme.com/sitemap.xml
> Use this file to discover available pages before exploring further.
> Pure-Markdown content can be obtained by appending a '.md' suffix to the content URLs listed in the sitemap (without the trailing slash).

# 📦 How Meta attribution changed (2021–2026)

Why you can't see the full picture the way you used to.
Meta's attribution model has been reshaped three times in five years. Each change shrinks the window through which Meta credits your campaigns.
### The three big shifts

###### 2021 — iOS 14.5 ATT
Apple's App Tracking Transparency let iOS users opt out of cross-app tracking with one tap. Meta lost a chunk of click-through visibility on iOS overnight. Default attribution shrank from **28-day click + 7-day view** to **7-day click + 1-day view**.

###### Jan 12, 2026 — View windows removed
Meta deprecated **7-day view** and **28-day view** from both Ads Manager and the Ads Insights API. Reported conversions dropped **10–25%** for most accounts on the day of the change.

###### March 2026 — Engage-through introduced
Meta redefined "click". Social interactions (likes, saves) moved out of the click bucket into a new **engage-through (1-day, fixed)** category. The new default is **7-day click + 1-day engage-through + 1-day view**.

### What this means for your business
* **Reported conversions are smaller than before** — not because your ads underperform, but because Meta credits fewer of the journeys.
* **B2B and high-ticket merchants are hit hardest.** Long sales cycles fall outside 7-day click. Expect 20–40% of attributed conversions to disappear from view.
* **Optimization still works** — Meta's algorithm uses the same signals internally; only the reporting changed.