Setting Facebook’s Conversion Attribution Window


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:

Facebook attribution window

eg I like to set mine to 7 days after ad click:

Facebook attribution to 7 days

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