There’s often confusion about how Meta handles conversion reporting when someone is served multiple ads prior to converting.
Do all ads get credit? Do some ads get credit? This is often the claim, that Meta inflates conversion numbers in this way.
But NO, that is not how it works.
Let’s assume you’re using a 1-day click and 1-day View Attribution is one of the ways Meta gives credit to an ad for a conversion. The default Attribution Setting is 7-day click and 1-day view, meaning that conversions will be attributed for anyone who converted within 7 days of clicking or 1 day of viewing (without clicking) your ad. MoreAttribution 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. Meta works on a last-touch attribution model. So, if a user is served three ads within a day of converting, the ad that received the most recent click gets credit. If there was no click, the ad with the most recent view gets credit.
You won’t see all three ads get credit even if all three were clicked on the same day.
If you’re curious, Meta reports the conversion based on the impression date, not the date of the conversion. This is one of the reasons that 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 will magically appear or backfill several days later.
Make sense? I hope so.