Proper attribution is more important than you think…
Your ability to properly feed Attribution is how Meta gives credit to an ad for a conversion. Your Attribution Setting determines how your ad will be delivered and the reporting attribution window. The default Attribution Setting is 7-day click and 1-day view, which means that anyone who converts within 7 days of clicking or 1 day of viewing your ad will be counted as a conversion. More impacts your results and your ability to interpret results. But it’s more than that.
You also need to set up the Conversions API, which can include both the web API and CRM API. Doing all of this will allow Meta to display conversion results in Ads Manager.
But it also helps Meta better optimize when they know a conversion happened. That’s why UTM parameters and GA4 aren’t enough. Full attribution improves The Performance Goal is chosen within the ad set and determines optimization and delivery. How you optimize impacts who sees your ad. Meta will show your ad to people most likely to perform your desired action. More for delivery because it helps Meta know when something is or isn’t working.
How you set it up could lead to inflating or deflating numbers. Did you set up events improperly? Are the firing on the wrong pages? Is event matching poor? Do you fail to deduplicate events?
Finally, you need to know how to interpret your results. Use Compare Attribution Settings to segment A conversion is counted whenever a website visitor performs an action that fires a standard event, custom event, or custom conversion. Examples of conversions include purchases, leads, content views, add to cart, and registrations. More by attribution window and know how to make sense of it.
Most advertisers only care about the default 7-day click and 1-day view results. Break it down to view 1-day view, 1-day click, 1-day engaged view, 7-day click, and 28-day click and make an intelligent analysis of what you see.