The View Attribution Window setting within the Meta Ads integration allows you to determine the time frame during which a conversion can be credited to a user who has viewed your ad, even if they did not click on it.
What is View Attribution Window?
The View Attribution Window defines the period during which conversions are attributed to an ad view. Meaning, if a user sees your ad but does not click on it, any subsequent conversion during this period will still be credited to that ad view.
The options typically available for the View Attribution Window include:
1-Day View:
Converts are tracked if they occur within one day of viewing the ad.
7-Day View:
Converts are tracked if they occur within seven days of viewing the ad.
28-Day View:
Converts are tracked if they occur within 28 days of viewing the ad.
Best Practices
Use the following best practices as a help guide when setting up your View Attribution Window in your Meta account.
Analyze Customer Behavior: Review historical data to understand how long it typically takes for customers to convert after viewing an ad. This analysis will help inform your choice of attribution window.
Experiment with Different Windows: Consider testing different view attribution windows across various campaigns to determine which provides the most accurate insights and results for your business.
Monitor Conversion Trends: Regularly check how conversions are reported based on the selected view attribution window. Look for trends that indicate whether shorter or longer windows yield more accurate reflections of customer behavior.
Align with Marketing Goals: Choose an attribution window that aligns with your overall marketing objectives and sales cycle. If brand awareness is a priority, a longer window may provide better insights into how views translate into conversions over time.
Utilize Comparison Tools: Leverage tools within Meta Ads Manager to compare different attribution settings and see how they affect reported conversions.