TL;DR
Attribution settings determine how Meta counts conversions. Default: 7-day click, 1-day view. Options: 1-day click, 7-day click (standard), 1-day view (counts conversions from users who saw but did not click your ad, within 1 day). Change in ad set settings under 'Attribution setting.' Shorter windows report fewer conversions but with higher confidence. Longer windows capture more conversions but include less directly attributable actions. For lead gen, 7-day click is standard. For e-commerce, test 7-day click + 1-day view vs 7-day click only to understand view-through impact.
Overview
Attribution settings determine how Meta counts conversions. Default: 7-day click, 1-day view. Options: 1-day click, 7-day click (standard), 1-day view (counts conversions from users who saw but did not click your ad, within 1 day). Change in ad set settings under 'Attribution setting.' Shorter windows report fewer conversions but with higher confidence. Longer windows capture more conversions but include less directly attributable actions. For lead gen, 7-day click is standard. For e-commerce, test 7-day click + 1-day view vs 7-day click only to understand view-through impact.
Related Guides
See our complete guide library for detailed coverage of account setup, tracking implementation, campaign creation, audience building, creative best practices, and optimisation strategies across all platforms.
Frequently asked
Questions & answers
How long does setup take?
Most configurations take 10-30 minutes. Full campaign setup and ongoing optimisation is a continuous process.
What budget should I start with?
Start with enough to generate at least 50 conversions per week for the platform's algorithm to learn effectively. This varies by industry and CPA.
When should I expect results?
Allow 2-4 weeks for the initial learning phase. Meaningful performance trends typically emerge after 30 days of consistent spending.
Was this guide helpful?
Your feedback helps us improve our guides