it's andrew welcome back to the channel
in this video we're going to talk about
which attribution setting you should
choose to get the best performance out
of your facebook ads now most people
when they're setting up their ads they
just kind of go through and skip over
the attribution setting and leave it on
whatever the default is now that can
actually be a huge mistake because this
setting can have a massive impact on the
overall performance of the ads and the
results that you get so in this video
i'm going to walk you through which
attribution setting is best for you in
your situation and why let's dive in so
the first thing to talk about is what
attribution settings actually do so the
attribution setting determines the
amount of time in which facebook will
take conversion events and attribute
them back to your ads and ad sets it
also determines the time window or time
period in which it will attribute those
conversions and use them to further
optimize the performance of your ads so
basically what that means is facebook's
algorithm will learn from the conversion
events that occur
within the attribution setting that you
choose for example if you choose a seven
day click attribution that means that
any conversions that occur within seven
days of somebody clicking on your ad
will then feedback to facebook those
conversions will be attributed to that
particular ad and ad set and those
conversions that happen within seven
days will also be fed into facebook's
algorithm and used to continue to
optimize your ads any conversions that
occur outside of that seven day click
window will not be used in the
optimization process for your ad set and
your ads now if we look at an example
with a one day click attribution setting
that means that only conversions that
occur within one day of somebody
clicking on your ad will actually be
used to further optimize that particular
ad set so it's a much shorter window in
this case which means facebook is going
to be getting less data and then we also
have the view option so you'll notice
that you've got a one day click and one
day view option and you've also got a
seven day click and one day view option
that means that facebook will also
attribute conversions where somebody saw
an ad in the news feed didn't
necessarily click it but they saw it
within one day of then completing a
conversion event that data will also
feed back and be attributed to your ads
if they convert and it will also be used
in the optimization process so now that
we know what these attribution settings
actually mean and what they do which one
should you actually choose well the
answer is it depends but i'm going to
help you figure out which is best for
you in your particular situation rather
than just giving you the answer that i
use because that might suit you first
let's talk about one day click this is
what i used to use basically all of the
time when i ran conversion campaigns
particularly for when i was generating
leads because in that scenario usually
what i was doing was i was sending
traffic to a landing page where they
could opt in to my email list and become
a lead it wasn't very common or it's
still not very common for somebody to
click an ad go to a landing page and
then maybe come back two or three days
later enter their name and email and
submit it usually it happens within a
day but what i've noticed since ios 14.5
rolled out and app tracking transparency
or att is that the one day click option
has become very expensive and the
results from it haven't been good either
now my theory here is that there just
isn't enough conversion data or there
isn't enough volume getting back to
facebook in order for it to really
optimize well because that one day
window is so short and facebook as we
know is only using the conversions that
happen within one day of them clicking
this ad when we choose this option
it means that the amount of conversion
data being fed to the algorithm is super
limited and i think that really is
affecting facebook's ability to optimize
when we choose the one day window maybe
if you're generating hundreds of leads
or sales each and every day this would
be different but in most cases i think
you're going to run into this same
problem now the reason i say hundreds
per day is because with ios 14.5 and att
facebook actually isn't tracking as many
conversions as it used to it loses a lot
of that data because people are opting
out for privacy reasons and facebook
can't track them and so that loss of
data plus the short conversion window
just leaves a huge gap now facebook are
working to fill that gap and to do that
they've created something they call
conversion modeling with conversion
modeling what they do is they're using
data from multiple other sources to try
and measure and track conversions where
they can't do it directly and when you
choose the one day click attribution
window facebook is actually using their
conversion modeling to fill the gap but
what i find is that this conversion
modeling isn't super accurate you either
get over-reporting or under-reporting
the numbers just aren't matching up to
what we're actually seeing on our
back-end in terms of the number of leads
and sales that we're actually generating
and i think this messy data and this
conversion modeling isn't quite where it
needs to be in order to really help and
add value so in this case it just isn't
working i think it will improve but it's
not there yet all right all of that said
let's move on and talk about the seven
day click attribution window now now the
seven day click attribution window is
something that they actually made the
default when ios 14.5 rolled out so
facebook went and said okay we realize
that we're going to lose a lot of data
here and one day click conversion
windows maybe won't work as well so
we'll make the default seven day click
now i was actually going with seven day
click for the last few months
particularly after ios 14.5 rolled out
and noticed significantly better results
and again you've probably guessed that's
because of the longer conversion window
meaning we have more conversion data
available and going back to facebook and
then being used to continually optimize
our ad sets so seven day click does seem
to be performing for me better than one
day click the only situation where i
really use one day click at the moment
now is if you have something where you
only ever get conversions happening it's
only possible to convert within one day
of them clicking on your ad that's
really rare so for most people i would
say seven day click is probably a better
situation right now as of recording this
than one day click but for me that's
actually changing again at the moment as
of september 23rd 2021 facebook actually
moved to make seven day click or one day
view the default attribution setting so
that means whenever you create a new ad
set now that is going to be the default
setting unless you change it you are
going to be using seven day click or one
day view now i've been testing this and
comparing seven day click to seven day
click or one day view and i am finding
that using seven day click or one day
view as my attribution setting is
actually giving me better performance
now when i say better performance what i
mean is that the quality of the leads
that i'm getting from that is actually
better the cost is actually slightly
higher when i compare it to just seven
day click but because the lead quality
is so much better i am tending to use
seven day click or one day view so for
most situations that is what i recommend
you use right now seven day click or one
day view and if you do want to run a
test compare that to just seven day
click and see how it works for you but
what i am going to say to you is that it
is really important that you continually
test these things for yourself test them
and see what works for you and then
remember to keep testing this regularly
because what i will say to you right now
is i do expect this to change again i've
just described to you a situation where
i used to use one day click then i move
to seven day click and now i'm actually
using seven day click or one day view
and as facebook evolves and as they
improve their reporting post ios 14.5 i
do expect this to shift once again so it
is important that once you find what's
working you don't just lock that in and
use that forever more moving forward you
continually on a regular basis test
different attribution settings and see
what the results are like for you that's
what i'll be doing and i'll be sharing
my results on the channel obviously but
that is what i recommend you do as well
the other thing that i think is really
important to mention right now is that
it is important for you to get as much
data back to facebook to feed that
algorithm and to feed the optimization
process
as you possibly can and we know that
with things like safari browsers
starting to block more and more cookies
and tracking we know that people are
using ad blockers and we know there are
all these different privacy changes
coming out that are restricting the use
of cookies and really affecting the
pixel so it's extremely important that
you're using the facebook pixel
alongside the facebook conversion api to
push as much data as possible back to
facebook to go ahead and improve the
performance of your ad now if you
haven't set up the conversion api i
recommend you do that as soon as
possible i've got a video on that right
here that you can check out that will
show you the easiest fastest way to set
up the conversions api for anyone even
if you're not tech savvy so make sure
you go ahead and check that out hope
you've enjoyed this video and i'll talk
to you soon bye
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you