If you work with Facebook Ads for your online business activities, you probably know that since October 12, 2020, the giant social media platform has removed the infamous 28-day “attribution window” to just 7.
Here is the explanation provided by the Palo Alto-based firm:
“ Digital privacy initiatives affecting multiple browsers will soon limit the ability of businesses to measure people’s interactions between domains and devices. In support of these initiatives, Facebook plans to update attribution windows on our ad reporting surfaces . ”
To say the least, this announcement is not very explicit.
We will see in this article what Peru Phone Number List plausible reasons could have pushed Facebook to reduce the duration of its attribution window.
With a few weeks of hindsight, we can say that this ad had the effect of a bomb among companies for which Facebook Ads represents a significant share of the action and the marketing budget.
In addition, the timing of this major decision seems a little awkward: just at the start of the last half of the year, a key period for online commerce, with Black Friday and the holiday season …
Before we get into any detail of what this change is and how it will affect advertisers, we need to revisit, for clarity, these obscure concepts of attribution model and window.
What is “attribution window”?
The Facebook Ads attribution model for conversions is one of the most confused and least understood topics by advertisers who use Facebook as a business tool for their e-commerce.
So let’s try to see it a little more clearly …
An attribution window is the number of days between when someone saw or clicked on your Facebook ad, and then took a related action.
What is a conversion for Facebook?
In order for Facebook to report a conversion when you serve ads, you must first install and use the Facebook pixel.
For those who don’t use Facebook, the pixel is an analytics tool that helps you measure the effectiveness of your Facebook advertising campaigns by monitoring the actions people take on your website.
This pixel is actually a piece of code that is able to track events regarding page views, “add to cart” actions, purchases made, scroll depth, time spent on a given page, and so on.
It is therefore a mine of information for e-merchants.
On top of that, you need to create “custom conversions” and “pixel events” so that Facebook knows when a conversion is taking place.
What we have just explained is important, and also obvious. Facebook doesn’t know when a conversion happens unless you provide rules that tell it when it happens. By creating personalized conversions or adding an event code to a web page, you are telling Facebook that a conversion occurs when that page is visited.
Of course, knowing that a conversion has occurred and reporting it are two different things. Facebook is able to tell you, for example, how many registrations have taken place, through the Event Manager.
And you can also see how many registrations have taken place for a particular product on the personalized conversions page. Custom conversions allow you to create specific rules for certain events or URLs to better monitor and optimize your Facebook Ads.