It’s official, unique conversion events are discontinued.
Effective October 30th, Meta deprecated unique conversion metrics from the Ads Insights API.
What it Means
We’ve known about this since August. When I wrote about it then, I assumed we’d see this impact the conversion events columns in Ads Manager. And now this is confirmed.
Previously, when you added columns in Ads Manager, there were the following checkboxes for standard events:
- Total
- Unique
- Value
- Cost
- Unique Cost
Here’s an example…
But now you’ll only find three:
- Total
- Value
- Cost
It likely looks like this for you, too…
Replacements?
I don’t know how often advertisers used these anyway, and I didn’t find they worked consistently.
An obvious replacement is First Conversion reporting, which may be why unique metrics were deprecated in the first place. When you compare attribution settings, you have the option to view only the first conversion reported (by default it’s All Conversions).
While this isn’t exactly the same as unique conversions, the difference is minimal. First Conversion cuts out the extra events, which often solves problems when you feel reporting is inflated.
