How to Properly Track Performance with 7 Day Attribution Window

Hi Folks, 

Today I’m going to share a little trick that helped me optimize performance on campaigns with huge discrepancies. 

Now that FB changed it’s attribution window from 28 days to 7 days, a lot of purchases are not tracked. 

It depends on many factors: 

  • The size of the business, 
  • How long you have been running ads
  • How well you know your campaigns 
  • The performance and what you should expect 

But even if you know your Ad Account inside & out, the attribution change can still affect it, plus each quarter has different user behavior, but this is another topic.

Let’s see now how to track the performance and start learning again to deal with the 7 days attribution window.

The first thing I noticed is that it’s not a good idea to optimize based on daily performance, unless you’re hitting your KPIs. 

Solution, until you get to learn again your campaign’s behavior and know what to expect in terms of attribution you’ll need to follow closely the daily performance from day 1 to day 7 and the 8th day to recheck again. 

It is a bit time consuming but exporting into an excel spreadsheet will help to have a clear view. 

For example, on one of our clients, we noticed that the discrepancy from day 1 to day 7 was about 50%. 

Yes, it is kind of a madness in this case to optimize on the daily performance, we would have killed good campaigns. 

However keep in mind that campaigns with a higher budget for 7 days unoptimized can be a double edged sword, so pay attention to the daily budgets until you learn the new patterns. 

For this specific test I was using 2x the CPA for the daily budget. 

If you have multiple sales channels running try to understand how much of the sales came through FB. 

I know this is “mission impossible” and a never ending cycle, but actually the spreadsheet will help you to notice the discrepancy between day 1 and day 7. 

So once you have a clear pattern you’ll be able to know approximately how much sale came through FB on Day 1. 

Example: Day 1: 50 sales in Facebook’s Ads Manager  / 100 sales in Shopify
Day 7: 75 sales in Facebook’s Ads Manager 

As per the above example there is a 33% discrepancy between Day 1 and Day 7. 

We found that 75% of the total sales came from Facebook. 

I would like to encourage you to try this test if you haven’t yet, and see if it will help to better understand and optimize your Facebook Ads campaigns with the new 7 days attribution window.

Let us know if you have any questions or give us feedback if you are trying similar optimization hacks.

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Have a great Day!


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