Here’s how the Attribution Setting works in Meta Ads Manager…
The 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 is found within the An ad set is a Facebook ads grouping where settings like targeting, scheduling, optimization, and placement are determined. More under your 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. By default, attribution is set at 7-day click and 1-day view.
This means two things:
1. Meta will optimize to deliver to people most likely to convert within 7 days of clicking or 1 day of viewing your ad; and
2. Your results in Ads Manager will be displayed based on this attribution window.
You can change it to…
• 7-day click
• 1-day click or 1-day view
• 1-day click
Again, this would change both how your ads are delivered and how 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 are reported.
Regardless of the attribution setting you use, you still have access to view reporting within those other windows. Here’s how…
1. Click the Columns drop-down
2. Select Compare Attribution Settings is a feature within Ads Manager reporting that allows you to view how many conversions happened within each attribution window, regardless of the Attribution Setting used for optimization. For example, columns can be added to your report for 28-day click, 7-day click, 1-day click, and 1-day view to see how conversions are distributed across them. More
3. Check the box for each setting
Now you’ll see results for each attribution setting, regardless of what you used in the ad set.
The best part? You can view 28-day click. It’s like 2020 in here!
Use this to inform what attribution setting you should use in the future. But also use it to uncover conversions that weren’t reported under the attribution you were using.