a single source, nothing corroborates it

Cut the attribution window before you read it

By default the platform credits itself with any purchase in the four weeks after a click and any purchase within a day of a mere impression, across devices, which inflates everything on the dashboard. Check the attribution settings, because the model that prefers paid touchpoints is switched on by default. Cut the click window from four weeks to one, and although the view window cannot be removed at account level, exclude view conversions from the reporting so you can see what the campaign actually did.

The method

1. 01

   Treat the ad platform's reported conversions as inflated: the default window credits it with any purchase in the four weeks after a click and any purchase in the day after a mere impression.

2. 02

   Check the attribution settings, because the platform prefers paid touchpoints in its own model and that preference is switched on by default.

3. 03

   Cut the click window from four weeks to one, and although the view window cannot be removed at account level, exclude view conversions in the reporting to see what the campaign really did.

What it returned

• 28

  By default it counts a purchase up to 28 days after a click, or within a day of an impression, including across devices.

Sources

• Facebook Ad Manager is lying to youChris Frantz · chrisfrantz.com · 2020-05-08