# Ep 605: Meta Attribution Change – Why ROAS Dropped 40%

Page: https://stenobird.com/podcast/dtc-podcast-715179/ep-605-meta-attribution-change-why-roas-dropped-40
Text version: https://stenobird.com/podcast/dtc-podcast-715179/ep-605-meta-attribution-change-why-roas-dropped-40.md
Podcast: [DTC Podcast](https://stenobird.com/podcast/dtc-podcast-715179)
Published: 2026-04-24T11:00:00+00:00
Episode link: https://podcasters.spotify.com/pod/show/dtcpodcast/episodes/Ep-605-Meta-Attribution-Change--Why-ROAS-Dropped-40-e3icl8j
Audio file: https://anchor.fm/s/205a6c00/podcast/play/118952659/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-3-23%2F422738771-44100-2-98a0b5482c1fa.mp3
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JSON: https://stenobird.com/v1/public/podcasts/dtc-podcast-715179/episodes/ep-605-meta-attribution-change-why-roas-dropped-40
Duration seconds: 1488

## Resource

Subscribe to DTC Newsletter - https://dtcnews.link/signup Meta changed attribution in March — and suddenly every brand’s ROAS looks worse. Chris Richards from Pilothouse breaks down what actually happened, why performance appears to have dropped 30–45%, and how brands should respond without damaging long-term growth. For DTC founders and operators scaling from $5M–$50M who rely on Meta as a core channel. In this episode: What Meta’s attribution change actually did Why social proof no longer shows up the same way How to interpret rising CPA and falling ROAS Why MER is a better north star right now The risk of over-retargeting after performance dips Who this is for: DTC founders, CMOs, and media buyers trying to make sense of Meta performance What to steal: Shift from ROAS to MER as your primary KPI Keep funding top-of-funnel even when numbers look worse Use consistent attribution (MTA) to guide spend decisions Timestamps 00:00 Meta attribution change explained 02:00 Click vs engaged attribution breakdown 04:00 Impact on ROAS and CPA metrics 06:00 Social proof and ad performance insights 08:00 Why engagement optimization can backfire 10:00 Importance of multi-touch attribution tools 12:00 How campaign strategy is shifting 14:00 MER as a new performance north star 16:00 Omnichannel and ecosystem thinking 18:00 Meta automation and future attribution trends 20:00 What brands should do right now 22:00 Strategy mistakes and growth risks Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://www.pilothouse.co/?utm_source=AKNF605 Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video

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## Transcript

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