Jon Loomer on why your Facebook conversions often don’t match other conversion tracking reports.
Number 4 in his list – Facebook’s attribution window – is the biggy:
By default, Facebook reports a conversion when either of the following two conditions are satisfied:
- Someone who clicked your ad converted within 28 days
- Someone who viewed your ad converted within 1 day
Do you see the potential for different calculations now?
You can always control your attribution windows by clicking in the option in customise columns:
eg I like to set mine to 7 days after ad click: