Meta Ads Attribution Windows
An attribution window defines the time interval within which a conversion is credited to an ad interaction (a click or a view). The choice of attribution window directly affects the number of conversions counted and the values of performance metrics.
Types of Attribution Windows
Click-through
A conversion is counted if the user clicked the ad and then completed a target action within the specified window.
| Window | Description |
|---|---|
1d_click | Conversion within 1 day (24 hours) after a click |
7d_click | Conversion within 7 days after a click |
28d_click | Conversion within 28 days after a click |
View-through
A conversion is counted if the user saw the ad (without clicking) and then completed a target action.
| Window | Description |
|---|---|
1d_view | Conversion within 1 day after a view |
7d_view | Conversion within 7 days after a view |
Default Setting
By default, Meta Ads uses the 7d_click + 1d_view attribution window. This means:
- Conversions are counted if they occurred within 7 days after a click OR within 1 day after a view
- Clicks and views carry different weight in attribution — clicks take priority
LightLead uses the attribution settings configured at the ad account level in Ads Manager.
Impact on Metrics
How the Attribution Window Affects the Data
| Window | Number of Conversions | Cost per Conversion | ROAS |
|---|---|---|---|
| 1d_click | Minimum | High | Low |
| 7d_click | Medium | Medium | Medium |
| 7d_click + 1d_view | Maximum | Low | High |
| 28d_click + 1d_view | Very high | Very low | Very high |
The wider the attribution window, the more conversions will be counted, resulting in a lower cost per conversion and a higher ROAS.
Comparing Data Across Different Attribution Windows
When comparing LightLead data with Ads Manager, keep in mind:
- Attribution settings in Ads Manager: make sure Ads Manager is set to the same attribution window as LightLead
- Changing the attribution window: historical data is not recalculated when the window is changed
- Deduplication: the Conversions API and Pixel can send the same events — Meta uses internal deduplication
Attribution Nuances
Click Priority Over View
If a user both clicked and saw an ad (different ads within the same campaign), the conversion is attributed to the click, even if the view happened later.
Last-Touch Attribution
Meta Ads uses last-touch attribution by default — the conversion is credited to the last interaction before the conversion.
Cross-Device Attribution
Meta tracks users across devices (phone, computer, tablet) provided the user is logged into Facebook on all of them.