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Meta: What do Facebook’s attribution settings really mean?

You’re one of two marketers

either you get really overwhelmed when you hear the words attribution setting (formerly known as “conversion window”), or you get really excited.

Either way, you’ll keep more out of your ads if you keep reading…

Basically, Facebook’s attribution setting is the timeframe in which Facebook will claim a conversion.

For example, if your attribution is set to 7-day click, and someone converts within seven days of clicking your ad, then Facebook will attribute that conversion to its platform.

Seems simple enough, right?

Here’s where it gets complicated

Your attribution setting is Facebook’s optimization window. Facebook will optimize for those users most likely to convert within your set time frame.

It will also count conversions on the day that the click happened, rather than the day the conversion took place.

So, why is this important?

  • Facebook may be hiding conversions. If a conversion happens outside of your attribution setting, then Facebook won’t count it as a conversion from its ads.
  • Understand there is a delay in the attribution. If you know there is a delay in your conversion reports, then you know that performance results may not be final if enough time hasn’t passed.
  • It will help you understand which ads are working. Being able to attribute conversions to ads is the most important part of the Facebook game. This is how you’ll efficiently scale your account.

The takeaway?

If you’re running a flash sale, change your settings to 1-day click so that Facebook finds you users who are likely to convert in the time period.

At very least, it’s worth understanding what attribution settings really mean, and how they can affect your data.

Alex Lim is a certified book reviewer and editor with over 10 years of experience in the publishing industry. He has reviewed hundreds of books for reputable magazines and websites, such as The New York Times, The Guardian, and Goodreads. Alex has a master’s degree in comparative literature from Harvard University and a PhD in literary criticism from Oxford University. He is also the author of several acclaimed books on literary theory and analysis, such as The Art of Reading and How to Write a Book Review. Alex lives in London, England with his wife and two children. You can contact him at [email protected] or follow him on Website | Twitter | Facebook

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