NP, I can see why that might have been read in a different way. I may have mixed my points up a bit, but basically I've noticed that they seem to lump quite a

NP, I can see why that might have been read in a different way. I may have mixed my points up a bit, but basically I've noticed that they seem to lump quite a few things under "engagement" (an autoplayed video that plays for 3 seconds from someone scrolling in their feed is apparently a valid view). I'm using engagement in the broader sense, not the specific definition in the FB platform here, although it is pretty all encompassing there as well in terms of Likes/Comments/Shares (none of which are really the apples to apples at all). My bigger beef is on the view-through side. Attribution windows alone don't dictate attribution weighting. You really need to be measuring incremental lift, otherwise you end up with lots of people seeing an ad and a ton of view-throughs, but a lot of wasted spend since many would have converted without the impression.