Meta Ads has rolled out a new reporting capability called “Conversion count” within the Attribution breakdown. This feature allows advertisers to clearly distinguish between a user’s initial conversion and subsequent conversions that occur after an ad impression or click. It is especially useful for performance-driven campaigns such as e-commerce, lead generation, and subscription models, where users often convert multiple times within the attribution window.

How It Works

When this breakdown is applied, Meta Ads Manager displays two distinct rows at the campaign, ad set, and ad levels:

• First row: Total of first conversions.

• Second row: Captures all additional conversions, including repeat purchases, multiple lead submissions, or any further conversion actions completed by the same user within the attribution window.

Key Details

• The data shown is tied strictly to the attribution setting selected at the ad set level (for example, 7-day click or 1-day view).

• This breakdown does not compare multiple attribution windows.

• Unlike the “Compare attribution settings” option, which displays different attribution models side by side in columns, this feature reports conversion behavior within a single attribution framework.

• This structure simplifies analysis by removing the need to interpret performance across mixed attribution settings.

Background and Benefits

Previously, even when campaigns were optimized for first conversions, Meta’s reporting aggregated all conversion events, often leading to misinterpretation. With this update, advertisers can now clearly see how many conversions are genuinely first-time actions versus repeat events. This added transparency makes it easier to confirm whether delivery optimization is effectively prioritizing new converters rather than existing ones.

Usage Considerations

• This breakdown cannot be used in combination with columns that report on different attribution settings, as the methodologies are fundamentally different.
  

• The Breakdown option separates results into rows under one attribution model.
  

• The Compare attribution settings option separates results into columns across multiple attribution windows.
  

• Advertisers can find this new option at the bottom of the Breakdown dropdown in Ads Manager, positioned below Creative.