Unique conversion metrics are going away…

Meta announced the deprecation of more than 130 metrics measuring unique actions, mostly related to conversions.

Per the announcement:

We will be deprecating 100+ unique metrics from the Ads Insights API, impacting the API’s unique_actions and cost_per_unique_action_type fields, on October 30, 2024.

What Are Unique Metrics?

Default reporting for a purchase in Ads Manager isn’t unique. One unique person could perform two separate purchase transactions. Or you could have 100 total conversions but 90 unique.

When you customize columns in Ads Manager, you can check a box to add a column for unique conversion metrics. My interpretation is that this option will be impacted.

These unique metrics will be eliminated from the Ads API on October 30th. Presumably, we’ll see these leave Meta’s native interfaces, too.

Meta says this won’t affect unique metrics for Link Clicks, Outbound Clicks, Messaging First Reply, or Messaging Connection.

Replacement?

One potential replacement for some of these metrics could be First Conversion reporting when you compare attribution.

They may not be exactly the same, but the limit results in a similar way.

Do you use unique metrics?