What Is Click-through attribution in Facebook Ads? (2026 Definition)

Quick Answer

Click-through attribution in Facebook Ads credits a conversion to an ad when the user clicked the ad before converting, within the attribution window (usually 1, 7 or 28 days).

Formula and Example

Example: A user clicks your ad on Monday, returns to your site on Wednesday and buys. With a 7-day click window, that purchase is fully credited to the ad. Without the click, no conversion would have been attributed.

Why It Matters

Click-through is the strictest, most defensible form of attribution because it requires a measurable user action — the click itself. It is the form of attribution most resilient to iOS opt-outs, ad blockers and cookie restrictions, which makes it the modern default.

How to Use It

Default to 7-day click attribution for ecommerce and most lead gen. Use 1-day click for fast-cycle DTC where buying decisions happen the same day. Compare click-through CPA to view-through CPA to understand how much of your reported success is genuinely click-driven.

Common Mistakes

Reading view-through and click-through together as one number without distinguishing them. They mean very different things. Another mistake is assuming click-through attribution is unaffected by iOS — match quality issues still apply.

How Pix-Vu helps

Click-through attribution is one of dozens of metrics and tactics shaping every Facebook Ads campaign. The fastest way to learn what works — without burning through your own budget — is to study what's already working for other brands. Pix-Vu lets you search the Meta Ad Library, track competitor ad creative across Facebook and Instagram, save winning hooks and angles, and watch how successful advertisers iterate over time. Whether you're trying to lower CPMs, lift CTR or just figure out which creative format your category responds to, seeing live ads in action beats reading definitions alone. Start spying on your competitors at https://pix-vu.com.