The meaning of Attribution Setting on facebook ads



The attribution setting is a finite period of time during which conversions can be credited to your ads and used to inform campaign optimization. Our system will learn from the conversions that occur during this time period and help improve performance by showing your ads to those people who find them most relevant. You can choose your attribution setting at the ad set level when you create a campaign or edit an existing campaign in Ads Manager. Except for iOS 14 app install campaigns, we support the following windows under this attribution setting:

  • 1-day click
  • 7-day click (default after prompt enforcement) 
  • 1-day click and 1-day view 
  • 7-day click and 1-day view (initial default)

 iOS 14 app install campaigns will report based on the attribution window provided by Apple’s SKAdNetwork API. Beginning later in January, we will initially default to a 7-day click and 1-day view attribution setting ahead of Apple’s enforcement of the AppTrackingTransparency (ATT) prompt. The default will change to 7-day click when Apple begins to enforce its new requirements. Please note that there will be additional changes to attribution settings upon Apple’s prompt enforcement. Adding comparing windows to show view and click attribution:

  • Go to Ads Manager.
  • Click Campaigns
  • Ad Sets or Ads depending on what you want to update. 
  • Click the Columns drop-down menu. 
  • Select Customize Columns from the drop-down menu. 
  • Click Comparing Windows. Select your lookback period.


You can also select Include default attribution window and compare your lookback period to the default period. 

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