Guide: Benefits of adding click and impression tags
As long as you've already set up your Facebook pixel, app events or offline events, you can begin using Facebook Attribution without any additional setup. You'll be able to view and analyse your conversion performance in Facebook Attribution with comprehensive attribution reporting available for your ads across Facebook's family of apps and services, including data on clicks and impressions. You'll also see attribution reporting for your off-Facebook media, with data on visits reported by your Facebook pixel(s) and clicks captured through UTM parameters that you've already been using with your ads. (You can add UTM parameters to a URL in order to capture information about the ad that refers traffic to a website.)
If you advertise across multiple publishers or on other advertising platforms, you might consider adding your third-party platforms to Facebook Attribution to apply click and impression tags to your off-Facebook media. Applying click and impression tags allows you to leverage Facebook's people-based, cross-device measurement solutions to get a more complete picture of how effective your ads are by understanding cross-device conversions, click-through conversions and view-through conversions that may occur across multiple devices and sessions.
Better compare the performance of your off-Facebook media with your Facebook ads
In order to see your third-party platform clicks and impressions included in your attribution reporting, you'll have to add click and impression tags.
Clicks
You may be interested in measuring clicks that occur on your ads. Measuring clicks may help you better understand the drop-off between clicks and visits, as well as your cost per click (CPC). You'll also be able to attribute conversions to clicks across multiple devices.
Impressions
You may be interested in understanding how many people see your ad and later go to your website to make a purchase, even if they didn't click on the ad. Measuring impressions may help you better understand and optimise for awareness and other events at the top of your conversion funnel.
Although click and impression tags aren't required for setup, adding this off-Facebook data to your attribution reporting can help you see a more complete view of your conversion paths.
* Nguồn: Facebook