Conversion Rate Optimization, Facebook Tips and Tricks
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Facebook Attribution Tool – What is it and how does it help us

Recently, Facebook released Facebook Attribution Tool for all the advertisers who use Facebook Ads.

How does Facebook Attribution help us? To resume, this report helps us understand how our target audience interacts with our ads and which channels bring us the best results. The Facebook Pixel generates this information for us and it makes a report for Facebook, Instagram, Audience Network and Messenger channels. This tool offers data about the organic, direct and paid conversions and about the device segmentation.

Where can you find the Facebook Attribution Tool?

To access the report window, you have to go to Business Manager at Measure & Report section and, to generate it, you have to connect the Ad Account and the Facebook pixel.

After you’ve connected them, you can check if it is all working well and if the tool receives data by going to Settings, where you should see a message saying Data is being received.

What information has Facebook Attribution to offer us?

By using the tool, you will have access to a menu that contains four categories: Performance, Custom Reports, Cross-Device and Settings.

In the first window, Performance, the first thing to do is to select the type of conversion that you want to analyze. If you have an online store, you will be able to analyze Purchase, Add to Cart and Initiate Checkout events.

After you’ve chosen the conversion type, you have to select the period of time that you want to visualize data for.

The last step is to choose the Attribution Model for the conversions.

The Attribution Models that Facebook gives us are:

  • Even Credit
  • Last Click or Visit
  • Last Touch
  • Positional 30%
  • Positional 40%
  • Time decay 1-day
  • Time decay 7-day

Also, you have to select the period for conversion attribution.

Here, you can see reports for 1/7/14/28/30/90 days.

After you’ve finished the set-up, in the top of the window, you will see how many conversions were registered in the selected period of time, with a breakdown for each channel – organic, direct or paid of conversions, visits, sources.

Underneath, in the report, you will see the top sources, divided by conversions and visits.

In the second window of the menu, Custom Reports, you can create a custom report with more indicators or you can choose from Facebook presets.

And, more interesting is the conversions device breakdown, where you can see what devices were used by people to interact with the ads, before the conversion happened.

And, finally, in Settings, you can access information like:

  • See if the tool receives data from the pixel
  • You can add other people to visualize the report
  • To what business manager is the tool connected and what events are registered by the pixel
  • If there are errors in data registration

To conclude, all the information given by the Facebook Attribution report help you analyze better the way that different marketing channels help you improve the conversion number and how efficient they are in this process.

So, going forward, you can make informed decisions in your marketing campaigns, for driving better results.

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