Tracking & measurement
What is Attribution window?
An attribution window is the period after someone clicks or views your ad during which a resulting conversion is credited back to that ad. On Meta the common setting is a 7-day click and 1-day view window, meaning a purchase counts if it happens within 7 days of a click or 1 day of a view.
Example
With a 7-day-click / 1-day-view window, someone who clicks your ad on Monday and buys on Friday is attributed to that ad. Someone who only saw the ad (no click) and buys three days later is not — the view window is just one day. Switch the account to 1-day-click only and Ads Manager will report fewer conversions for the exact same sales.
Why it matters
The attribution window silently shapes every conversion number in Ads Manager — a longer window credits more sales to your ads, inflating reported ROAS, while a shorter one looks worse but is more conservative. Comparing campaigns or time periods only makes sense on the same window, and since the iOS 14 changes Meta shortened the default, which is why many advertisers saw reported conversions drop overnight.
How to use and improve it
Pick one attribution setting and keep it consistent so your comparisons stay honest, then reconcile Ads Manager against your own analytics and actual revenue. For considered purchases with long decision cycles, a longer click window reflects reality better; for impulse buys, a short window is cleaner. Never compare a 7-day-window campaign to a 1-day-window one.
Frequently asked questions
What is the default attribution window on Meta?
Since the iOS 14 privacy changes, the default is 7-day click and 1-day view. Older accounts used to default to 28-day click, which credited more conversions and made reported ROAS look higher.
What's the difference between click-through and view-through attribution?
Click-through credits a conversion when someone clicked the ad first; view-through credits it when they only saw the ad without clicking. View-through is looser and more generous, which is why Meta's view window is short.
Why did my conversions drop when I changed the attribution window?
A shorter window credits fewer conversions to your ads even though real sales didn't change — the ad simply gets credit for less of the customer journey. It's a reporting difference, not a performance drop.
Which attribution window should I use?
Use the one that matches your buying cycle and keep it consistent. Longer click windows suit considered purchases; shorter windows are more conservative. The key is comparing like with like and reconciling against real revenue.
Related
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