Be Aware of Big Changes to Facebook Ads Attribution

Facebook ads have updated the attribution system. Ads attribution is important to your business and various platforms measure and display it differently, but for Facebook, it’s changing. Here’s what you need to know.

Facebook Ads Manager Has Updated Its Attribution

Facebook advertisers are now unable to track campaign actions over a longer period of time as the company has removed its 28-day attribution window, minimizing it to a 7-day window instead.

According to Facebook’s official announcement sent directly to advertisers, “Upcoming digital privacy initiatives affecting multiple browsers will limit business’s ability to measure people’s interactions across domains and devices. Among those limitations is the ability for businesses to attribute conversion events back to an ad over longer attribution windows.”

In minimizing this attribution window from 28 days to 7 days, advertisers are faced with added pressure to get more clicks and ad engagement in a shorter amount of time.

Unfortunately, Oct. 12, 2020, was the deadline to download historical data tied to your previous attribution models. However, this change in the attribution window should only have an impact on advanced Facebook marketers and those operating large-scale ad campaigns

Nevertheless, this update will impact Facebook’s algorithm and how it understands what a buyer is for you. Going forward, we at Elevated Marketing Solutions will be keeping an eye on the situation and plan to help you navigate this change in the attribution window as best we can.

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