Meta is rolling out Post-View Ads for Instagram Reels. If your attribution model does not account for them, your ROAS numbers are about to get confusing.
Meta’s new Post-View Ads for Instagram Reels are going to make a lot of advertisers panic about their ROAS numbers for the wrong reason. Post-View measures conversions from people who saw an ad but never clicked it — which means attribution models that only counted click-through conversions are about to show a very different, and in some ways more accurate, picture of what’s working.
Reels placements have historically looked like underperformers in a lot of ad accounts: low click-through rates compared to Feed or Stories. Advertisers routinely cut budget from Reels as a result. But low clicks on a short-form video placement doesn’t mean low impact — Reels is often doing brand recall and consideration work that shows up as a delayed, direct-traffic or search conversion days later, not an immediate click.
Post-View data starts to make that invisible influence visible. In early tests, we’re seeing Reels placements that looked like the weakest performer in an account suddenly show meaningful attributed conversions once post-view data is included — sometimes enough to justify doubling the placement’s budget rather than cutting it.
The risk is over-correcting: not every post-view “conversion” reflects genuine ad influence, and inflated attribution can just as easily justify bad spending decisions as good ones. Treat this as a new data point to weigh, not a replacement for your existing model.
If your reporting hasn’t been updated to account for this, your ROAS numbers may already be misleading you. Review your attribution setup — oconversion.com