Mystic Mike’s predictions: What does 2026 hold for paid media?
By Mike Sharp, Operations Director at Launch That time of year is here. The time when I confidently predict the…
All hail Facebook – the 28-day attribution window is back!
Yes, you hear me right!
Prior to the iOS14 update, Facebook used separate attribution windows for reporting, and separate conversion windows for attribution. Following the update, Facebook moved to one attribution setting for reporting and attribution, alongside moving from a 28-day click attribution window to the 7-day and 1-day views we’ve been seeing. Now, there’s an option in your reporting to compare attribution windows and see 28 day click.
How does this impact you as an advertiser?
Think about your product sales cycle – how many people convert within 7 days of seeing your ad?
If you’re a travel advertiser for example, the path to purchase is usually much longer than 7 days. When Facebook removed the 28-day attribution window, a lot of advertisers saw their conversion numbers drop within the platform, particularly those with longer purchase cycles.
The 28-day click is really great news for advertisers. Being able to attribute further into the past than 7 days is huge, particularly in the run up to the busiest time of year for advertising. Data is everything and the more we have, the better decisions we can make.
It’s not going to be 100% accurate and it’s not going to pick up everyone (e.g. those who have opted out of being tracked). But have a look at the data. What’s it saying? Does anything surprise you?
How to see the 28-day conversion window:
Open the columns drop-down in Ads Manager and scroll down to the ‘Compare attribution settings’ window. You should see 28-day click as an option. If you don’t have it yet, it should be coming soon!
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