It drives me crazy that more advertisers don’t use this…
Stop accepting conversion numbers without context. Hit the columns drop-down menu and 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.
Go ahead and select them all:
If you’re running app ads, of course, check the final two as well.
You will then get separate columns for each 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 window. Here are some things to look for:
1. Is a large percentage of your 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 1-day view? That’s a lot of view-through conversions, which means the vast majority of them are likely via remarketing to people who may have converted anyway.
2. If you’re running video ads, how many are engaged-view? These are people who were engaged with your video before converting (without clicking).
3. What’s the difference between 1-day and 7-day click? This gives you an idea of whether people made the decision to convert quickly or they needed a few days to think about it.
4. And how many extra conversions happened beyond 7-day click? While 28-day click may not be relevant for typical conversions, they absolutely are for high-priced purchases. DO NOT forget to check this.
Advanced advertisers use the Compare Attribution tool often. Do you?