Which Attribution Setting is Right?

Which attribution setting should you use?

When you optimize for any type of conversion, the attribution setting is applied. This determines both how your ads are delivered and how conversions are reported.

By default, the attribution setting is 7-day click and 1-day view. This means that your ads will be shown to people likely to convert within that window.

But you can change it to:

• 7-day click only
• 1-day click and 1-day view, or
• 1-day click only

What should you use?

In most cases, stick with the default of 7-day click and 1-day view, especially for any type of purchase.

7-day click only is best for purchases, but when you don’t want Meta counting view-through conversions. Personally, I see no reason to use this option.

Use 1-day click and 1-day view for leads and free registrations, especially for cold audiences.

Use 1-day click only for website engagement conversions. This especially includes custom events for time spent, scroll depth, and more. You don’t want inflated numbers from 7-day click or view-through conversions in this case.

This is a rule of thumb but also check your numbers. Use compare attribution settings and see where your conversions are happening.

How do you use attribution settings? Let me know!