Marketing Cloud Intelligence Updates Released by Month

• Meta has updated click-through attribution in Meta Ads Manager. Meta now separates link clicks from non-link interactions (likes, shares, comments). Non-link interactions are now classified as Engaged-Through conversions rather than Click-Through.

  This change may result in a decrease in reported click-through conversion rates. This reflects a change in reporting methodology, not a drop in performance.

• MCI now supports the engaged-through attribution setting. This setting isn't mapped by default but is included in total conversion metrics. To report on it separately, map the engaged-through attribution setting in your configuration.

Metric Transition to Lifetime

Several Social Post metrics have been transitioned from standard (SUM) metrics to Lifetime metrics. These new metrics are unmapped by default and require manual mapping:

• Post Comments Lifetime
• Post Likes Lifetime
• Post Shares Lifetime
• Post Impressions Lifetime
• Post Clicks Lifetime

The previous standard metrics remain in the dataset for structural consistency, but their values are now set to 0 by the provider.

• DMA (Designated Market Area) breakdown is now supported for more granular geographic performance analysis.
• You can now apply Ad Account Default Settings within Attribution Settings, mirroring the configuration in Facebook.

Reels media object type is now supported.

Use these available metrics to measure engagement and distribution:

• Plays
• Reach
• Likes
• Comments
• Shares
• Saved
• Total Interactions (sum of likes, comments, shares, and saves)

Use these supported metrics to measure video distribution and compare paid versus organic video start:

• Reach
• Frequency
• Paid_Video_Starts
• Organic_Video_Starts
• Combine_Video_Start

Use these new supported fields to track conversions and lower-funnel engagement:

• Paid Reach
• Purchases
• Purchases Value
• Landing Page Views
• Adds to Cart
• Profile Clicks

Use these new supported fields to analyze story and video performance:

• Reach
• Story Taps Back
• Story Taps Forward
• Story Exits
• Story Replies
• Poll Votes
• Estimated Minutes Watched
• Subscribers Gained from Video
• Video Added to Playlists
• Subscribers Lost from Video
• Average Video Time Watched

Use these new supported fields to measure view depth and completed payments:

• Avg. play time per video view
• Avg. watch time per video view
• 6 Sec Focused Views
• Total Complete Payments
• Total Complete Payments Value