The attribution window is the period over which a click or a view can be credited with a sale. The common setting on Meta is seven-day click, one-day view. As the window lengthens, the conversions reported in the panel rise while real revenue does not change; that is why accounts with a widened window show artificially improved performance.
View attribution is the most contested part: counting a sale from a user who only saw the ad and never clicked produces inflated results for most brands. The length of the decision cycle should set the window. A short window reflects reality on everyday consumables, while a longer window makes sense in considered categories such as furniture and electronics. The critical rule is not to change the window mid-campaign and to write on top of the report which window was used; otherwise period-over-period comparison becomes meaningless.
View attribution is the most contested part: counting a sale from a user who only saw the ad and never clicked produces inflated results for most brands. The length of the decision cycle should set the window. A short window reflects reality on everyday consumables, while a longer window makes sense in considered categories such as furniture and electronics. The critical rule is not to change the window mid-campaign and to write on top of the report which window was used; otherwise period-over-period comparison becomes meaningless.
View attribution is the most contested part: counting a sale from a user who only saw the ad and never clicked produces inflated results for most brands. The length of the decision cycle should set the window. A short window reflects reality on everyday consumables, while a longer window makes sense in considered categ…
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