While interacting with your Facebook ad, people can take several actions like visiting your website, purchase your product, or viewing your video. It is possible to keep a record of these actions. If your ad results in a conversion, the Facebook attribution window will count it Ads Manager. To ascertain your campaign’s status and to know if you are reaching the targeted audience, it is imperative to possess this data.
You can think of the attribution window as the number of days between when a person sees or clicked your ad and then took action on your website. The ad-hoc setting of the Facebook attribution window can show actions varying from the first day of ad viewing and within 28 days following the click on your ad. It is possible to alter both the click and view windows to 1, 7, or 28 days.
The default setting of Facebook reports on both clicks and views of ads that have been taken within the attribution window. You have to keep in mind that Facebook attributions are for the date the ad was clicked or viewed and not for the date when the conversion took place. Having understood the working of attribution, this is how you can update or change the attribution window.
Setting up the Conversion Tracking and Pixel
First, you need to install the Facebook pixel on your website. After that, you need to add some codes on your website to make it possible for Facebook to understand when consumers are taking certain actions. For example, when you install an event pixel for a purchasing page, Facebook will be possible to determine if the purchaser has seen your ads and whether a sale could be attributed to the ad.
For each of these events, it is possible to set parameters for the generation of code that you require. When you have set your parameters, all that you need to do is paste the codes into your website page.
Once you have set up the tracking, you can check the matching pixel fires that have been recorded in your conversion tracking. It is important to make this data check for the current day and not for the previous day.
If you wish to check the Pixel fire numbers, you have to proceed by opening the Business Manager, followed by the Ads Manager, and then you have to make sure that you are selecting pixels under-report and measure. It is possible to view the data of each event pixel that you have already added. At this point, nothing has been attributed; all you have to do is ensure that the purchase numbers in pixel managers are in accord with the actual number of overall purchases.
If you find that the pixel data and sales data are not matching, then your pixel tracking is incorrect. You can use the Pixel helper tool if you have issues with running different actions taken on your site. The Pixel helper will help you to know if the pixels are correctly firing.
Changing or Updating Facebook Attribution window
Before you make changes in the attribution window’s time frame, you must consider the kind of business you are engaged in. You may come across a situation where many people will be making purchases on receiving ads from an eCommerce store. However, higher-priced products may have longer windows.
Irrespective of the business type and the Facebook marketing campaign, you need to consider all of the attribution windows you want to submit a report. No matter the kind of attribution window you use, Facebook will always deter from taking the credit when a conversion occurs when the conversion takes place outside the attribution window of Facebook.
You will find the attribution section on the right side of the page. Make sure to click edit. After that, you need to drag the slider for selecting your preferred view and click window. Once you are done, click on the Save Changes.
Be careful when you change your attribution window. The ad-hoc conversion window for all future ads will have an alignment close to the chosen window of attribution. If you do not want this default, you will still have the scope of manually changing the conversion window.
Things that you need to keep in mind
Conversion needs to take place in your window. Attribution from purchases will be received only when purchases occur in the time frame of the attribution window. Further, only one date can be attributed to conversions. Conversion will be attributed to a click if a person has viewed or clicked an ad. Facebook considers engagement action as a click. For instance, if a person likes, shares, and comments on your ad, this action will count as a click. Thus, the conversion will be attributed to that date.