Shift from Default to 7-Day Click Only Attribution for Accurate Ad Reports

The default attribution for Facebook ads typically includes 1-day view conversions as well as 7-day click conversions. This means that the reported Return on Ad Spend (ROAS) numbers will account for any user who viewed the ad and converted within one day, as well as those who clicked on the ad and converted within seven days. On the other hand, the 7-day click only attribution focuses solely on users who clicked the ad and converted within seven days, excluding those who only viewed the ad. This can lead to a significant difference in reported ROAS, as the 7-day click only attribution will generally report lower numbers since it doesn't include the 1-day view conversions.

To change the attribution window for your Facebook ad reports, you would need to go into the reporting section of your Facebook Ads Manager. From there, you can customize the columns and select the attribution window that you want to analyze. You can choose from several options, such as 1-day click, 7-day click, 1-day view, or other combinations. By adjusting these settings, you can get a clearer picture of how your ads are performing based on different attribution models.

Advertisers should look beyond high ROAS numbers in ad reports because these figures can be misleading. High ROAS numbers often include 1-day view conversions, which may inflate the perceived effectiveness of the ads. By only considering these high numbers, advertisers might not get an accurate understanding of how their ads are truly performing in terms of driving clicks and conversions. It's important to analyze different attribution windows to get a more realistic view of an ad's success and to make more informed decisions about ad strategies.