Which attribution setting should you use?
When you optimize for any type of conversion, 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 applied. This determines 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.
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 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 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 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 and see where your conversions are happening.
How do you use attribution settings? Let me know!