Conversion Rate Optimization, Facebook Tips and Tricks

What is Facebook Attribution Window?

Facebook Attribution Window refers to the period of time between the moment a user sees the ad or clicks on it and the moment that he or she takes an important action on the website.

Considering business goals, this action could be Purchase, Lead, App Install, etc. Also, the period is different from one business to another, because a car cannot be sold as quickly as a pair of sunglasses and the sunglasses cannot be sold as quickly as a package of tea.

First of all, we have to specify the fact that, in Ads Manager, the conversion is registered like it would had happened when the interaction with the ad (view or click) happened, not in the day that the user effectively converted.

For being able to use Facebook Attribution Window, the Facebook Pixel must be installed on our website and connected to Ads Manager. Facebook Pixel is a piece of code that registers all the actions that users take on our website.

To verify and set Attribution Window for an account, we have to go to Ads Manager -> Settings and, in the right side, we will see the options for this setting.

By default, when creating an ad account, Facebook attributes to our conversions a period that sounds like this: 1-Day View and 28-Days Click. This means that the results found in Ads Manager for our campaigns are registered in 1 day after an user sees the ad and after 28 days after an user clicks on it.

Attribution Window can be changed anytime, by clicking on Edit. The window will extend and there will appear the next options:

  • Attribution Window – where we choose if we want it to register only for clicks or both for clicks and views
    • Click and View
    • Click

If we had chosen Click and View, underneath will appear the option to select the period that we consider being enough for the users to take the desired action.

The options we have are the following:

  • 1-Day Click and 1-Day View
  • 7-Days Click and 1-Day View
  • 7-Days Click and 7-Days View
  • 28-Days Click and 1-Day View
  • 28-Days Click and 7-Days View
  • 28-Days Click and 28-Days View

As we can notice, the window for the View must always be smaller or equal to the one for Click.

Facebook tells us that, for knowing exactly which is the best Attribution Window option for an ad account, we have to test as many as we can, maybe even all of them. Also, Facebook Attribution Tool can help us a lot, and you can find an entire article about it here -> FACEBOOK ATTRIBUTION TOOL.

Beside testing, Facebook offers us the possibility to find out the period for Attribution Window that fits best with the type of behaviour that users generally have when interacting with our ad and, after this, with our website.

For comparing the available Attribution Windows, go to Ads Manager and select if your want to see result for campaigns, ad sets or ads.

For going forward, click on the drop-down menu found at Columns and select Customize Columns.

Go down and select Comparing Windows, in the right corner.

A pop-up will be opened and, there, you will be able to select different Attribution Windows that you consider important to be compared to the default one. Choose the periods and click Apply.

After this, the columns for Attribution Window will be displayed in Ads Manager and you will be able to analyze campaigns/ad sets/ads performance, with the new settings applied.

We know that it seems difficult, but it is not at all. We just have to think, for every business, which is the needed period of time for the client/user to purchase the product that we promote. And if we are not sure about the conclusion we’ve gained, we just have to compare like discussed above and to test over and over again, for reaching the best result. If you cannot discover exactly how does it work, we are here to help you 🙂


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