Can you trust Facebook Attribution?
The answer ultimately is yes
However, we have to remember that attribution has never, can never, and will never, be an accurate depiction of every customer journey, or who gets credit for the sale
The only objective truth that we can in fact trust, and is that Facebook, and every computer program, will behave the same every single day
If it makes a mistake, it’ll make the mistake, in the same way, every single time
This means, that we can trust that attribution in relation to itself, for trend analysis we can have very high confidence in
Because no two people behave the same, and because not every person takes the action you want them to the second you want them to do it, and because people might be exposed to multiple channels, or potentially take multiple actions on their own, concepts like ROAS & MER ultimately lack any actionable confidence with regard to their data integrity