Can I Set a Custom Conversion Window for Facebook Ads Metrics?

Yes, you set define conversion/attribution window settings for Facebook Ads, either by selecting some conversion metrics with specific windows or configuring query to use a specific window when calculating the results.


**IMPORTANT - As of April 26th, 2021, the attribution windows will default to 7-day click in the Facebook Ad manager and will be set for new campaigns at the ad set level rather than the account level. This has changed the behavior of attribution window feature. For more information, see What You Need to Know for the Facebook Ads iOS 14 Changes. **


Quick Links:


Conversion Window Basics

Facebook Ads has conversion windows (called an "attribution window" in their UI) and they are set per Ad Set object. You can see the setting in the Ad Manager table like so:

Example of Facebook Ads Ad Manager, showing "Attribution settings" column highlighted with an orange box for the Ad Sets of this account. It shows "7-day click or 1-day view"


If looking at the Ad level, it will show the same value as the Ad Set that ad belongs to. If looking at the Campaign level, it will show the value if all the linked Ad Sets are the same or "Multiple Attribution Settings" if it's mixed.


You can also see these same settings if you use the "Attribution settings" dimension in your query. 

For example:

Orange box highlights the "Attribution setting" column for a Supermetrics query. It shows each attribution setting the selected campaigns have, including some as "multiple" as they are for campaigns with mixed attributions


Conversion Window Advanced Setting

If you need more granular results for specific conversions, you can then set the conversion window option for your queries. As this is set at the query-level though, if you need different windows, you will need to create separate queries.


The available options are:

  • Default (7 d click)
  • 28 d click
  • 7 d click
  • 1 d click
  • 28 d view
  • 7 d view
  • 1 d view
  • 28 d click + 28 d view
  • 28 d click + 7 d view
  • 28 d click + 1 d view
  • 7 d click + 28 d view
  • 7 d click + 7 d view
  • 7 d click + 1 day view
  • 1 d click + 28 d view
  • 1 d click + 7 d view
  • 1 d click + 1 d view 


Those with "28 d" or "7 d view" will only work for historical data, that is campaigns that ended before January 19th, 2021. Newer Ad Sets cannot be defined with an attribution window including 28 days after that point.


If you are using SKAdNework Campaigns, you must set the conversion window to the default option "Default (7 d click)", else it will not function correctly.


Please note that the conversion window you select should ideally match the same one you are using in Facebook Ads Business Manager so that you are comparing like-to-like attributions. Otherwise, when checking your data against what is in the Business Manager there may be discrepancies.


Where to Find the Setting in Supermetrics Products


Supermetrics for Google Sheets / Supermetrics API / Query Manager

Select the Conversion Window in the drop-down in the Options section of the sidebar. If you need multiple windows, you will need multiple queries, each with this setting changed.

Orange arrow points to "Conversion window" drop-down in Google Sheets Options settings. Its expanded to show the various attribution window settings

Supermetrics for Excel

Select Conversion Window in the drop-down in the Options section of the sidebar. Then click Add option to select it.

Example of Excel sidebar, with Options section open, showing  "Conversion Window" selected in the drop-down

This will then give you another drop-down to select the specific attribution window you wish to use with the query.

Conversion window drop-down showing various options for the Facebook Ads conversion window

 If you need multiple windows, you will need multiple queries, each with this setting changed.


Supermetrics for Data Studio

Select the Conversion Window in the drop-down in the connector setup page. If you need multiple windows, you will need either multiple data source files, each configured with their own conversion window value OR you can use the optional setting to Allow "Conversion window" to be modified in reports so you can change it on specific report objects.

Orange box highlights the "Conversion window" setting, as well as showing the optional element to allow this to be selected in the report directly.


Supermetrics for Big Query

As part of the transfer creation process, the options are given when you connect/log into the Facebook Ads connector for Big Query. You can only set one attribution window per transfer.

Example transfer settings for Facebook Ads for Big Query, with a orange arrow pointing to the "Conversion window" drop-down element to control the attribution window used for the transfer



Conversion Window Metrics

We recently added the following conversion metrics that are a sum of all conversions requested for a specific window:

  • Conversions within 1 day of view
  • Conversions within 7 days of view
  • Conversions within 28 days of view
  • Conversions within 1 day of click
  • Conversions within 7 days of click
  • Conversions within 28 days of click
  • Unique conversions within 1 day of view
  • Unique conversions within 7 days of view
  • Unique conversions within 28 days of view
  • Unique conversions within 1 day of click
  • Unique conversions within 7 days of click
  • Unique conversions within 28 days of click


This allows you to look at several different attribution windows in the same query to compare compare and contrast. Note that those for "28 days" will only work for historical data, for campaigns ending before January 19th, 2021.


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