The attribution setting has replaced the conversion window. The attribution setting is a finite period of time during which conversions can be credited to your ads and used to inform campaign optimization. Their system will learn from the conversions that occur during this time period and help improve performance by showing your ads to those people who find them most relevant.
You can choose your attribution setting at the ad set level when you create a campaign or edit an existing campaign in Ads Manager. Except for iOS 14 app install campaigns, it supports the following windows under this attribution setting:
- 1-day click
- 7-day click
- 1-day click or 1-day view
- 7-day click or 1-day view (default)
Note: For certain types of campaigns, not all window options will be available. In addition, iOS 14 app install campaigns will report based on the attribution window provided by Apple’s SKAdNetwork API. At this time, they will only be supporting click attribution through SKAdNetwork API.
About changes to attribution settings
The default attribution setting for newly created ad sets will be 7-day click or 1-day view, which may result in an increase in the number of reported conversions. This will not impact the attribution settings of ads sets created before September 23, 2021. They do not expect this change to impact Delivery for those campaigns. If you would rather use a different attribution setting, you can change this when setting up your ad sets.
About modeled vs. partial data in the context of attribution settings
As privacy and data expectations for businesses continue to evolve, they remain committed to building out privacy-enhancing, state-of-the-art solutions that help businesses effectively drive and measure the outcomes that they care about. The 1-day click attribution setting employs conversion modeling that uses data from several different sources to measure conversions that they are unable to observe directly due to recent industry changes such as the new iOS 14.5+ requirements.
Starting on June 30, 2021, Facebook will also gradually expand its use of conversion modeling to include it in its 7-day click attribution setting. Where they don’t have enough data to make estimates, reported results may not include modeled conversions. They are continuously working to improve their machine learning models to expand their coverage of modeled conversions. For conversions reported using the 1-day view attribution setting, conversion modeling is not used and results may not include all conversions from people using iOS 14.