In brief
The attribution model decides which ad a purchase is credited to, and for how long after the click or the view.
Why it matters
The same purchase may or may not count depending on the window chosen. Comparing two campaigns set up differently leads to wrong conclusions.
The main settings
- Window after a click: for example 7 days after a click on the ad.
- Window after a view: a shorter delay after seeing the ad without clicking.
- The windows offered vary with the objective and change over time: check them in the real tool.
A concrete example
A person clicks your ad on Monday and buys on Thursday. With a 7-day window after the click, the purchase is credited to the ad. With a one-day window, it is not: the same purchase then does not appear in the results.
Pitfalls to avoid
- Comparing results without checking the window used.
- Changing the window along the way: the figures are no longer comparable.
- Adding up Meta’s results and those of another tool: the same sale may count twice.
Key takeaways
- Always note the window next to the results.
- An attributed conversion is not necessarily caused by the ad.
Practice in TRIALO
In a sales campaign, open the ad set settings and find the attribution model. Note it before reading the results.