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It's the tracking part here that's hard. How do you know that the FB/IG ad was the first time the converting user heard of your product, or that it was the deciding factor? If you literally have no other way of discovering your product than this works, but it's easy for FB/IG to show your ad to users who were already going to convert and claim the conversion...

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I see this so many times. Someone Googles for <product name> and then clicks on the ad for said product instead of their website which is the first organic result. Google claims it’s an ad conversion and gets the money, marketing monkey will happily take this as credit for their work and justification for further ad spend & their own salary, while the truth is that this user already made their decision to use this product (as they’ve searched for it) and didn’t need the ad.

Ad platforms, like Google Search ads, will give you metrics on clicks/conversion on a keyword basis (obviously).

No marketing dept is dumb enough to equate brand-keyword traffic with organic traffic.

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