Facebook Attribution Window
Facebook Attribution Tool – A Facebook ad tool that figures out the effectiveness of your advertising campaign. Facebook Attribution window tool essentially allows you to understand which ads lead the customer into making a buying decision or which customer met your chosen conversion objective.
For instance, let’s say ran an ad and you recorded one (1) sale on your e-commerce store or website. The next action would be to check your ad manager to see which Ad resulted in that sale. With this data, you can turn off non-performing ads and strengthen performing ads.
How Does Facebook Attribution works?
Before we delve into how Facebook Attribution works, let’s quickly share an overview of Attribution generally – Attribution, in general, is an important piece of understanding not just for Facebook advertising performance but understanding the cross channel interplay of digital assets organic and paid and how they contribute to the sales funnel.
Facebook attribution is super valuable since it can identify users (as long as they are logged into Facebook) across devices and it can give you insight into what ad attributed to a sale but you have to be aware of their attribution window.
By default, Facebook has a 28-day post-click (this means that if a conversion happens any time within 28 days of clicking on an ad) 1-day post view (if a user converts within 24 hours of seeing an ad) attribution, model. You can change this setting to better fit your vertical or sales funnel by either removing the post view or just including post click for a 1, 7 or 28-day window or keeping post view and post-click enabled for a 1, 7 or 28-day window.
How to Set Up Attribution Tool
The starting point of using the Facebook attribution tool is to set up your line of business or business type in the Ads Manager.
Here’s how to do the setup…
- Go to Ads Manager – in the main menu, navigate to measure & report tab
- Click “Attribution”
- On the Attribution tool dashboard – click get started
- Chose how your business is organized in the new window (single business, separate brand, Agency, Verticals or Regions)
- Let’s use a single business as an example – so select single business and click confirm
- Click the pencil icon and key in a name for your line of business
- Select your ad account from the new window that popped up and hit Next.
- Choose the pixel with your ad account that you have installed, if you haven’t set up and installed the Facebook Pixel on your site, follow this guide – Facebook pixel installation steps.
- Done selecting the pixel, hit next
- Set up your time zone and currency (click use recommended and Facebook will auto-set your current zone and currency for you)
- Click confirm and click finish on the main view of your set up
- Review your settings and click finish
We will discuss one tip on using Facebook attribution to track your ad conversion:
View and Filter Facebook Attribution Performance Reports
For your performance report, you can choose the attribution model for reporting to help you analyze all the customer’s actions (Touchpoint) that contributed to conversion even to the last ad clicked.
To do that here is how…
- Click on gray box labeled the Last Touch on the top right (the attribution model and window settings opens)
- Select the attribution model to use
- Choose the length of the reporting window
- Click apply
- Separate your paid and organic activities (that’s if you want)
- The Custom Reports tab lets you filter your data by channel to see exactly where your conversions are coming from.
- choose whether to look at the source of the event data—where the conversions are being reported from—or your campaigns (Under the Settings tab, Data Sources and Referring Domains show all of the places you’re collecting information from and considering when assigning attribution)
- To add other ad platforms to the attribution report for even more accurate data about your conversion path, click Ad Platforms and then click the Add a Platform tab.
Note: When adding a platform, you’re prompted to install tracking tags and configure the platform so Facebook can add this data to its reporting. The instructions for setting up tracking are similar to setting up your Facebook pixel. See how to set up a Facebook pixel in this post.