[fumar]

I should add context: Facebook has ~20% of the digital advertising marketshare in the US (2018). They are #2 to Google. What both of these two titans give marketers (individual teams within a larger org) is something to brag about. How? Run a campaign for display or video ads in FB or Google and make sure you can tie it to a site action (ideally a conversion of some type). Let that run for a month and then give yourself a big pat on the back. You just drove some cost per action (conversion) number that with some tweaks can improve month over month. Your marketing org is now optimizing! yes! Drive those sales or site visits.

It is a great approach for marketing teams. They grow, look good, claim to drive revenue, try to impact consumer behavior, but it all is dependent on Facebook's (insert any ad platform partner) attribution. So yeah, Facebook will not mess with its attribution. It would make a big mess for both its business and it's client's business.

Marketers's should measure the incremental impact of their marketing buys (get their data science team to manage the study). They will be surprised to see how much display banners or video ads are impacting consumer behavior. Stay away from modeled approaches, try to grade the reporting yourself.