Click-Through Conversion
Also known as: Click Attribution
A click-through conversion is credited when someone clicks your ad and then completes a conversion within the click attribution window.
What it actually means
Click-through conversions are the gold standard of attribution: the person clicked your ad and then took the desired action, creating a direct, traceable line from ad to result. They are credited within the click window, commonly seven days. Because a click is a deliberate act of interest, click-through conversions are more reliable than view-through conversions and should anchor your performance judgments. When comparing campaigns or calculating true ROAS, leaning on click-through data keeps you honest. The main limitation is that privacy changes and cross-device journeys can break the click-to-conversion link, which is exactly the gap server-side tracking through the Conversions API is designed to close.
Click-through conversions are the leads you can most confidently attribute to ads. Build your budget decisions around them and treat view-through numbers as a bonus.
Related terms
A view-through conversion is credited when someone sees your ad without clicking it, then converts within the view attribution window.
Attribution is the process of crediting conversions to the ads, clicks, or impressions that led to them, determining which marketing earned the result.
An attribution window is the time period after a click or view during which a resulting conversion is credited to the ad.
The Conversions API sends conversion events to Meta directly from your server, supplementing the browser pixel for more complete and reliable tracking.
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