If you’re going to optimize for a light-touch conversion with Facebook ads, do this…
The default Attribution Setting is 7-day click and 1-day view. This means that the algorithm will show your ad to people most likely to convert within 7 days of clicking or 1 day of viewing your ad, but it also means the default reporting will be that same window.
While this makes sense for a purchase, it really doesn’t make sense for any light-touch conversion. This would be a “conversion” that often happens multiple times.
Examples include the Search standard event or any Conversion events tracked by the pixel, app SDK, or API that are outside of standard events. These tend to be created to fit the publisher's needs when a pre-defined standard event will not. More you might have for website engagement (scroll, time on page, start podcast player, play an embedded YouTube video, etc.).
There are a couple of reasons.
First, imagine your ad reaches someone who also visits your website via an email from you. They don’t click the ad. The ad promotes something completely different from what interested them in the email. But they click the email and read a blog post, firing the time on page custom event.
While you can make the argument for why an ad that doesn’t get clicked can get credit when it promotes the same product that ends up getting purchased after getting an email, this is different. There’s no reason the ad should get credit when two very different things are promoted.
Also, you could get multiple events reported for up to seven days after a click. Once again, that wouldn’t be an issue if someone purchased multiple products. But you don’t need this for light-touch 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. Especially custom events, which don’t allow for unique reporting.
Something to think about!