Facebook Click Attribution update

Facebook is removing their 28-day click attribution window from Facebook and Instagram ad campaigns and moving towards a 7-day click attribution window as their new default. This change was made in a response to a new Apple privacy requirement known as App Tracking Transparency for iOS apps. For more details about this change to ads, visit Facebook’s Help Center.

When does this affect me?

There are some key dates to keep in mind as this change affects reporting in Sprout Social:

  • January 21 - Facebook and Instagram ad conversion data from January 1, 2021 and beyond uses 7-day click, 1-day view attribution in Sprout.
  • February 1 - All Facebook and Instagram ad conversion data uses 7-day click, 1 day-view attribution in Sprout.

You should aim to finish any reporting on 2020 conversions based on the 28-day click window between January 21 and January 31, 2021.

Once the new 7-day click window is implemented on February 1, you might see ad conversions drop. How much conversion will drop as a result from switching from 28 days to 7 days varies on numerous factors, but products with longer purchase cycles might see larger drops in conversion.

How does this affect me?

This Facebook update impacts your conversion metrics in Sprout reports including:

  • Facebook & Instagram Paid Performance Report
  • Cross-Network Paid Performance Report
  • Custom Reports that use widgets that include conversions from any of the previously mentioned reports

Why is Sprout updating historical data from 28 days to 7?

It’s important that your reporting and data is accurate so you can draw valuable conclusions about your performance over time and have clear, actionable insights. Without updating historical data in our reports, comparing one month that used 7-day click to another month using 28-day click prevents you from drawing valuable conclusions about your ad performance. 

What is a click attribution window?

Let’s break down this change a little further. To start, let’s define what an attribution window is. This window is the number of days between when a person viewed or clicked your ad and subsequently took an action that you define as conversion.

Attribution windows give your ads credit for delayed actions.

The longer your attribution window, the more time available to count delayed actions, which can make your ad campaign results look more favorable. With this change in the attribution window, from 28 to 7 days, you won’t see as many delayed actions. Longer attribution windows are more generous but are also more likely to include actions that weren’t actually related to an ad. Shorter windows will show less actions with higher measurement confidence.

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