In the Attribution Setting for a conversion campaign on Facebook, the best option depends on your campaign's goals and how soon after seeing the ad you expect users to take action. Here are common options and recommendations:
1. 7-Day Click or 1-Day View (Default)
- Best for: Most conversion campaigns, especially when users are likely to make a decision within a week of clicking the ad.
- How it works: Facebook attributes the conversion if it happens within 7 days of clicking the ad or 1 day of viewing it (without clicking).
- Why choose it?
- Balanced for campaigns where users may need time to consider before converting.
- Includes both click-based and view-based conversions, giving a broader picture of your ad's impact.
2. 7-Day Click
- Best for: High-value products or services with a longer decision-making process.
- How it works: Facebook attributes the conversion only if it happens within 7 days of clicking the ad.
- Why choose it?
- Focuses solely on click-based conversions, which can help if view-based conversions seem less reliable or valuable.
- Useful for campaigns targeting users who are actively engaged and likely to click through.
3. 1-Day Click
- Best for: Fast-moving products or impulse purchases where conversions happen quickly after the ad interaction.
- How it works: Facebook attributes the conversion if it occurs within 1 day of clicking the ad.
- Why choose it?
- Ideal for time-sensitive offers, flash sales, or products with low purchase barriers.
- Provides faster feedback for campaign performance and optimizations.
4. 1-Day Click or View
- Best for: Awareness campaigns or when you want to track immediate reactions, including views without clicks.
- How it works: Facebook attributes the conversion if it occurs within 1 day of clicking or viewing the ad.
- Why choose it?
- Captures immediate results but may inflate conversions due to view-based attributions.
Recommendation for Conversion Campaigns
For most conversion campaigns, 7-Day Click or 1-Day View is the recommended attribution setting. It provides a balanced view of user actions and accounts for both immediate and slightly delayed conversions.
However, choose the setting that aligns with your product’s purchase cycle and audience behavior:
- 1-Day Click: For quick decisions (low-cost items, time-sensitive offers).
- 7-Day Click: For longer decision-making (higher-cost or considered purchases).