Musk, the CEO of Tesla and SpaceX, said Meta, under the leadership of Mark Zuckerberg, was too greedy to assign credit for advertisers' campaigns on the site.
A Musk follower pointed out a post in which advertisers running ads on both platforms, X and Meta, noticed how Meta was assigning almost all the conversions to itself, while X reported minimal conversions.
The follower said when X ads were shut off, there was a tremendous decrease in total conversions—Meta included—meaning that Meta was grabbing credit for conversions where X ads were contributing to them.
The X owner reacted to the follower's post, admitting that their platform was inefficient with assigning credit to conversions, while Meta was too greedy in assigning credit.
Another Musk follower predicted that Meta would eventually be forced to reconsider its attribution model because advertisers are starting to notice a decline in results.
The X user said that refining its attribution model to better reflect reality would lead to even better outcomes for advertisers.
Musk and Zuckerberg have a good share of rivalry, with rumors of a "cage fight" between the two at one point labeled as the "fight of the century." The highly anticipated battle between the two never materialized and was eventually nixed.
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