Meta Ads Attribution Setting Deep Dive
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- Опубликовано: 8 фев 2025
- This is a deep dive into Meta's Attribution Setting. Here are some notes...
WHAT IS THE ATTRIBUTION SETTING?
This comes into play when using the Website conversion location (found when using the Sales, Leads, or Engagement objectives). It utilizes your pixel and a conversion event.
By default, the Attribution Setting is 7-day click and 1-day view. An attributed conversion, in this case, is any conversion that happens within 7-days of clicking your ad or 1-day of viewing your ad (without clicking).
That also means two things:
1. Meta will optimize to show your ads to people most likely to convert within that window.
2 Your default reporting will be attributed conversions that happened within that window.
RECOMMENDED APPROACH TO ATTRIBUTION SETTING
You can change your Attribution Setting. In some cases, I recommend that you do.
1. If you're running a Sales campaign, the default of 7-day click and 1-day view is typically best practice. If you're running a video ad, also include 1-day Engaged View.
2. If you're running a Leads campaign, you should usually change the Attribution Setting to 1-day click. There are potential exceptions when completing a form may still be a longer-term process. But if you're offering something free in exchange for contact information, use 1-day click.
3. If you're running an engagement campaign that optimizes for custom events, you should almost always use 1-day click. Most custom events are things that someone will do repeatedly, especially based on engagement (time spent, scroll depth, watching videos, etc.). Meta will inflate your numbers by reaching people who go to your website anyway with 1-day view. Prevent that.
For more information on the Attribution Setting, go here:
www.jonloomer....
Great overview of the attribution process. It can really get tricky when there are multiple campaigns running toward the same event, with remarketing efforts outside of FB at play as well. At the end of the day, you have to rely on actual sales / signups instead of what Ads Manager shows.
Thank you Jon!
Appreciate all of your breakdowns. Keep it coming 👍
Damn, I didn't think of this, especially when using the Quality traffic custom conversion. Thanks Jon
Hi John!
Thank you so much for the detailed explanation about the attribution system with meta ads.
I was curious which attribution will be a good choice for an Apps Install Ad.
Super helpful! Thanks!
Great video.
For Sales objective and app sales its very low like 1 day click, any suggestion to improve 1 day click to 7 day for app conversion
If I see an ad on the 1st day and again see the ad on the 6th day and purchase on the 6th day. According to 1 day view and 7 day click attribution, the which day is the sale gonna be attributed?
Credit goes to the most recent click. If no click, the most recent view, assuming it's within one day of the conversion.
Where can I find offline events conversion attribution. I have uploads a CSV already.
Hi Jon. Do you have or you can make a video to make a SAAS Ads? For example have app for sport clubs how to make a target audience for website conversion campaign?
Nice!!!!
So let’s say I have 50 conversions reported in 7 day click and 100 conversions reported in 28 day click. Are those 50 conversions part of the 100 conversions? Or are they totally separate?
Yes. That means that you have 50 conversions that happened within 7 days of clicking and another 50 that happened from days 8 to 28. You'll often see that 7 day click and 28 day click are the same, which means that nothing happened beyond 7 days.
No thats is not correct. You have the option add parameters to your link "?parameter=". This is your part, that return visitors can not fire a new conversion. The conversion should only fire if the user is on the right page with the right parameter in the url. Easy and simple ;)
I'm not sure what you're arguing with exactly here. Ads Manager reports on ALL conversions, including view through and 7-day click, and they don't have to be for the optimization event.
@@JonLoomer Yes, this is the reason why this conversions should only fire, if the user comes from your add. This is why use paramters. Its also in the docs, you should use parameters if you play with conmversion events :)
@@JonLoomer Hey Jon, i am again. I watched a podcast, and there you tell the same with the multiple fire events problem and the problem with 7 day click. I will use deepl now, maby you unterstand better, why this is not problem. My english is not the best: You have to make sure that the conversion event is only triggered when the user comes out of the AD. That's why I wrote that the users should be directed to a certain url with a parameter /?my-ad=1, only there the event is triggered. The 7-day click is also not a problem, because you create a _fbp cookie via the conversion API, and the _fbc cookie is created from this. This allows Meta to assign the user even after 7 days.