Evaluate attribution settings in Meta
Evaluate attribution settings in Meta
Written by
Asger Olsson
11 min read
11 min read
11 min read
One of the most common mistakes businesses make when evaluating their agency’s Meta ad performance is relying solely on reported ROAS without considering the impact of other channels. Email marketing, Google Ads, and other digital efforts can significantly influence conversion rates, making Meta's attribution model appear more favorable than it actually is.
To ensure you’re getting a true picture of your ad performance, it’s essential to evaluate your attribution settings and analyze how Meta assigns conversions.
One of the most common mistakes businesses make when evaluating their agency’s Meta ad performance is relying solely on reported ROAS without considering the impact of other channels. Email marketing, Google Ads, and other digital efforts can significantly influence conversion rates, making Meta's attribution model appear more favorable than it actually is.
To ensure you’re getting a true picture of your ad performance, it’s essential to evaluate your attribution settings and analyze how Meta assigns conversions.
One of the most common mistakes businesses make when evaluating their agency’s Meta ad performance is relying solely on reported ROAS without considering the impact of other channels. Email marketing, Google Ads, and other digital efforts can significantly influence conversion rates, making Meta's attribution model appear more favorable than it actually is.
To ensure you’re getting a true picture of your ad performance, it’s essential to evaluate your attribution settings and analyze how Meta assigns conversions.
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Why attribution settings matter
Meta’s reporting system assigns credit for conversions based on different attribution settings. If your agency only focuses on reported ROAS without factoring in other marketing efforts, it could lead to misleading conclusions about ad effectiveness.
For example, you might notice that Meta ads show a higher ROAS on days when you send out email campaigns or run promotions on other platforms. Without adjusting attribution settings, your agency may be overestimating Meta’s contribution to overall revenue.
Understanding Meta’s attribution settings
1-Day Click
Conversions that occur within 1 day of clicking on an ad.
7-Day Click
Conversions that occur within 7 days of clicking on an ad.
1-Day View
Conversions counted if a user takes action within 1 day of seeing an ad without clicking.
Meta’s default attribution model often includes view-based conversions, which can inflate results, especially if retargeting is heavily used. This means that a customer who was already likely to convert may be counted under Meta’s ROAS, even if they didn’t interact directly with the ad.
Recommended attribution settings
For most businesses, we recommend using a 1-7 day click attribution window to get a more accurate understanding of performance. This prevents over-reliance on view-through conversions, which may not directly reflect ad-driven sales.
Key takeaways:
Avoid relying too much on 1-day view conversions, especially for larger businesses with multiple traffic sources.
Compare performance across different attribution settings to understand the real impact of Meta ads.
Ensure your agency is evaluating attribution settings regularly to optimize campaign strategies.
Conclusion
Attribution settings play a critical role in assessing ad performance on Meta. By understanding and optimizing these settings, you can make more informed decisions about your marketing strategy, ensuring that your Meta ads are genuinely driving conversions rather than benefiting from other traffic sources. If you need assistance in refining your attribution approach, don’t hesitate to reach out for expert guidance.
Why attribution settings matter
Meta’s reporting system assigns credit for conversions based on different attribution settings. If your agency only focuses on reported ROAS without factoring in other marketing efforts, it could lead to misleading conclusions about ad effectiveness.
For example, you might notice that Meta ads show a higher ROAS on days when you send out email campaigns or run promotions on other platforms. Without adjusting attribution settings, your agency may be overestimating Meta’s contribution to overall revenue.
Understanding Meta’s attribution settings
1-Day Click
Conversions that occur within 1 day of clicking on an ad.
7-Day Click
Conversions that occur within 7 days of clicking on an ad.
1-Day View
Conversions counted if a user takes action within 1 day of seeing an ad without clicking.
Meta’s default attribution model often includes view-based conversions, which can inflate results, especially if retargeting is heavily used. This means that a customer who was already likely to convert may be counted under Meta’s ROAS, even if they didn’t interact directly with the ad.
Recommended attribution settings
For most businesses, we recommend using a 1-7 day click attribution window to get a more accurate understanding of performance. This prevents over-reliance on view-through conversions, which may not directly reflect ad-driven sales.
Key takeaways:
Avoid relying too much on 1-day view conversions, especially for larger businesses with multiple traffic sources.
Compare performance across different attribution settings to understand the real impact of Meta ads.
Ensure your agency is evaluating attribution settings regularly to optimize campaign strategies.
Conclusion
Attribution settings play a critical role in assessing ad performance on Meta. By understanding and optimizing these settings, you can make more informed decisions about your marketing strategy, ensuring that your Meta ads are genuinely driving conversions rather than benefiting from other traffic sources. If you need assistance in refining your attribution approach, don’t hesitate to reach out for expert guidance.
Why attribution settings matter
Meta’s reporting system assigns credit for conversions based on different attribution settings. If your agency only focuses on reported ROAS without factoring in other marketing efforts, it could lead to misleading conclusions about ad effectiveness.
For example, you might notice that Meta ads show a higher ROAS on days when you send out email campaigns or run promotions on other platforms. Without adjusting attribution settings, your agency may be overestimating Meta’s contribution to overall revenue.
Understanding Meta’s attribution settings
1-Day Click
Conversions that occur within 1 day of clicking on an ad.
7-Day Click
Conversions that occur within 7 days of clicking on an ad.
1-Day View
Conversions counted if a user takes action within 1 day of seeing an ad without clicking.
Meta’s default attribution model often includes view-based conversions, which can inflate results, especially if retargeting is heavily used. This means that a customer who was already likely to convert may be counted under Meta’s ROAS, even if they didn’t interact directly with the ad.
Recommended attribution settings
For most businesses, we recommend using a 1-7 day click attribution window to get a more accurate understanding of performance. This prevents over-reliance on view-through conversions, which may not directly reflect ad-driven sales.
Key takeaways:
Avoid relying too much on 1-day view conversions, especially for larger businesses with multiple traffic sources.
Compare performance across different attribution settings to understand the real impact of Meta ads.
Ensure your agency is evaluating attribution settings regularly to optimize campaign strategies.
Conclusion
Attribution settings play a critical role in assessing ad performance on Meta. By understanding and optimizing these settings, you can make more informed decisions about your marketing strategy, ensuring that your Meta ads are genuinely driving conversions rather than benefiting from other traffic sources. If you need assistance in refining your attribution approach, don’t hesitate to reach out for expert guidance.
Ready to scale your brand to new heights?
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Ready to scale your brand to new heights?
Build a business that scales itself. If you want to break through plateaus, improve profitability, and scale sustainably, with a proactive partner, then you're at the right place.
Ready to scale your brand to new heights?
Build a business that scales itself. If you want to break through plateaus, improve profitability, and scale sustainably, with a proactive partner, then you're at the right place.
Ready to scale your brand to new heights?
Build a business that scales itself. If you want to break through plateaus, improve profitability, and scale sustainably, with a proactive partner, then you're at the right place.