How does my attribution window affect optimizations on Facebook ads?

At Lightning AI, we will always select the largest conversion window on Facebook.

This may sometimes disagree with what your business goals are.

That can be really scary! This means that you might internally have a goal of a 1 day attribution window, but you could see a 7 day click attribution window on Facebook. You might also see view-through attribution added on Facebook even though you only want to track click.

In this case, you need to adjust your bids and budgets accordingly to make sure that you are paying the right amount for your advertisements on Facebook.

For Facebook to optimize properly, the system needs a bare minimum of 5 conversions per ad set for the time period you select as your attribution window. If you’re running a lot of ad sets, have a small audience, or are a brand-new company, this can be a lot! This means if you select an attribution window of 1 day and you’re only getting 1–2 conversions per day, the Facebook system is not going to work because it does not have enough data.

For you, the Facebook system “not working” means:
1. You will not get the highest quality audience.
2. You are likely going to pay more for the same results.

For example, let’s say I’m marketing for an online store. I know that I need to have a 1-day payback period because my retention curve drops off sharply after day 1. I also know that for each ad set I’m getting 3 conversions per day.

Because of the number of conversions, I can do one of two things:
1. Change my attribution window to 7 days (we recommend this one).
2. Turn off ad sets (try not to do this).

Now, let’s say I’m a marketer for a mobile app. I know that Facebook overestimates view-through attribution and the attribution numbers on Facebook oftentimes disagree with my mobile marketing partner (MMP). I want to use the numbers from my MMP and I do not want to report on Facebook’s view through attribution count. I’m getting 20 conversions per ad set per day with 1 day click and view, but only 3 conversions per day on 1 day click.

So what do I do in this case?

I need to keep using 1 day click and 1 day view to get enough conversions per ad set. I also need to reconcile my data from my MMP with the Facebook data to change my bids and budgets so that I am paying the right price per user.

Facebook operates as a machine learning system, and machines need as much data as possible to learn. Make sure that you’re sending all the data possible to Facebook to optimize your performance.

Related posts:

this is a test and won’t last long. “testing 123” is published by john gantner.

Le bon edit started out as an idea to document and help ourselves find sustainable stylish and beautiful goods.Whilst the Fashion industry contributes to being the second largest industry polluting…

We have the pleasure to announce to all of you that we have made a strategic partnership with MW Partners. We are incredibly grateful and excited with what this partnership will bring and will be…