[victorvation]

This is correct. Nothing overtly nefarious is happening here (above the baseline level of telling FB who your customers are in order to figure out how much ROI your campaign had).

> Facebook is effectively grading their own homework here and ignores other marketing campaigns that may have contributed to the action

One thing I'd add is that FB is _still_ incentivized to accurately attribute actions. Over-attribution (and thus over-estimation of ROI) would give FB more spend in the short term, but would hurt them in the long term by causing auction inefficiencies.

This is the reason direct action campaigns on Google are perceived to be low(er) value: last click attribution disproportionately favors AdWords.

[tekknik]

Just reading this and the parent post it is still amazing to me how much effort we expend to attempt to force a sale/advertise. We’re even calling it “pay to acquire users”, you don’t earn your users anymore, you buy them. Entire, very wealthy, industries exist around this one concept that users don’t want but businesses just love. Ranting yes, but interesting still.