No worries. I am actually in conversations with a client right now about multi-channel attribution, as I know it&#x27;s a problem. The reason I responded the way I did was about your comment here:<p>&gt; <i>If FB can provide advertisers with the tools to more definitively say &quot;this is making you money&quot; and not just &quot;oh, we summed up all these random stats and call it Engagement--look at the shiny engagement metric!&quot; I&#x27;m confident they would find advertisers even more willing to open their wallets, shift spend away from the GDN and exchanges, and stop questioning or caring about click fraud since it would be a self-correcting issue (ie. high levels of click fraud would in theory result in lower perceived incremental lift if proper analysis was conducted).</i><p>Engagement metrics to me are much more about brand awareness then it is converting sales, so I didn&#x27;t understand why you would point to engagement metrics when questioning tools that drive sales. Are you saying that you use conversion based ads on FB and aren&#x27;t confident that their attribution window provides a highly accurate view of their performance?