Facebook updated the attribution window settings

Updated on

Oct 19, 2023

Facebook's default attribution window has been changed to 7-day click or 1-day view for the campaigns created after September 23, 2021.

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‍About Attribution Setting

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Starting from April 27th the Facebook's default attribution window has been changed to 7-day click.

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DOWNLOAD the complete list of the new metrics.

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Potential impact on your data

Any Conversion metric values with the default window setting will now reflect the new default Attribution Window of 7-day click.

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Look-back period

On a daily basis, Improvado extracts Facebook data based on the look-back period of 30 days, which means that the values for the last 30 days have been replaced with the new default Attribution Window 7-day click.

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Historical Data

Historical data - data older than the look-back period - have not been replaced as not extracted on a daily basis, still reflects the previous default Attribution Windows:

28-day click and 1-day view previous to January 19th
7-day click and 1-day view from January 19th

For FB accounts and report types where you are receiving conversions different from the default Attribution Window, you should experience no changes.

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New 7-day click and 1-day view metrics

As per communication on May 2nd, 2021 - in case you've missed please find a copy here - we added a set of new metrics to the existing Facebook's Report Type with a "fixed" 7-day click + 1-day view attribution window.

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Example

For the Report Type "adsets", the existing metric "Link Clicks" reflects the default attribution window driven by Facebook.

A new metric named "Aw Sum Link Click 1D View 7D Click" includes the 7-day click + 1-day view

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