Facebook Updates it Default Attribution Window
Facebook has changed it’s default attribution window from 1day view and 28 day click to 1 day view and 7 day click.
Facebook’s statement is here:
“Digital privacy initiatives affecting multiple browsers will soon limit the ability of businesses to measure people’s interactions across domains and devices. In support of these initiatives, Facebook is planning updates to attribution windows across our ads reporting surfaces.
Starting October 12, Facebook will default your attribution window to 7-day click and phase out the 28-day window option. Note that this change has no impact on delivery or performance of your ads. The Ads Insights API will continue to supply 28-day attribution window data as a short-term workaround until the browser limitations go into effect.
While you may see fewer reported conversions with a 7-day window compared to a 28-day window, this is a more sustainable measurement strategy that will support digital privacy, be resilient to future browser changes and enable businesses to better measure the impact of their marketing investments on Facebook.“