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:
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:
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.
Supermetrics for Excel
Select Conversion Window in the drop-down in the Options section of the sidebar. Then click Add option to select it.
This will then give you another drop-down to select the specific attribution window you wish to use with the query.
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.
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.
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.