The Ultimate Guide to Facebook Attribution Settings (2025 Update)

What Are Facebook Attribution Settings?

Facebook Attribution Settings (now under the umbrella of Meta Attribution) determine how conversions are credited to your ads across different timeframes. These settings define the attribution window—the period between someone viewing or clicking your ad and taking an action like purchasing or signing up.

They help you answer critical questions like:

• How long does it typically take a user to convert after seeing my ad?
• Are my ads influencing users who don't click?
• Which ads are truly driving ROI?

You’ll find attribution settings at the ad set level in Meta Ads Manager (previously Facebook Ads Manager).

Where to See Facebook Attribution Settings in Meta Ads Manager

To access and adjust your attribution settings:

1. Open Meta Ads Manager

2. Select the campaign and click into the Ad Sets tab

3. Click Edit on an ad set

4. Scroll down to Cost per Result Goal → Click Show More Options

5. You’ll find Attribution Settings here 👇

📌 Note: Attribution settings used to live under "Delivery & Optimization." Meta moved them to streamline the campaign setup flow.

What Are Facebook Attribution Windows?

An attribution window defines how long after a person interacts with your ad that a conversion can be counted.

Meta currently supports the following attribution windows:

✅ Click-Through Attribution

• 1-day click — Conversion happens within 24 hours of a click
• 7-day click — Conversion happens within 7 days of a click

✅ View-Through Attribution

• 1-day view — Conversion happens within 24 hours of a view (no click)

✅ Engaged-View Attribution (video-specific)

• 1-day engaged view — Someone watches 10+ seconds of a skippable video ad and converts within 1 day

❌ Deprecated Windows:

• 28-day click, 28-day view, and 7-day view were removed post-iOS 14 for privacy compliance.

Why Meta Attribution Windows Matter

Understanding Meta attribution windows is key to making better marketing decisions. Here’s why:

• Maximize ROI: See which ads lead to conversions over time
• Optimize campaigns: Learn which creatives, audiences, and placements are most effective
• Understand user behavior: Know how quickly users convert after ad exposure
• Allocate budget strategically: Invest in what’s actually working
• Cross-platform tracking: View impact across Facebook, Instagram, and Audience Network

Real-World Example of Attribution in Action

Let’s say you're running a Facebook ad campaign to promote a new line of daily vitamin gummies. Your goal is to drive online purchases. After running the campaign for a week with multiple attribution windows enabled, your data looks like this:

• 7-day click: 180 conversions
• 1-day click: 90 conversions
• 1-day view: 35 conversions
• 1-day engaged view: 15 conversions

What the Data Tells You

• Half of all conversions happened within 24 hours of clicking, suggesting the product appeals to impulse buyers—possibly driven by the ad’s messaging around health benefits or limited-time offers.
• 35 users purchased after only viewing the ad, which means the creative left a strong enough impression to trigger recall and action later.
• 15 users watched at least 10 seconds of a video ad and converted within a day, highlighting the importance of your product demo or customer testimonial video in building trust quickly.

This example proves that attribution windows reveal not just when people buy—but why your creative strategy is (or isn’t) working.

How to Choose The Right Attribution Window (by Goal)

Your ideal attribution setting depends on your product, sales cycle, and business objective:

1-Day Click Attribution

• 🧠 Best for: Impulse purchases, low-cost products
• ⚡️ Use when: You want fast conversions
• 🛍 Ideal for: Ecommerce stores, flash sales

7-Day Click Attribution

• 🧠 Best for: Considered purchases with longer decision cycles
• ⏱ Use when: Your product/service requires deliberation
• 🧑‍💼 Ideal for: B2B services, subscription products, high-ticket items

1-Day View Attribution

• 🧠 Best for: Brand awareness and retargeting
• 👀 Use when: You want to credit impressions, not clicks
• 🎯 Ideal for: Awareness campaigns, product launches

1-Day Engaged-View Attribution

• 🧠 Best for: Video-first brands with storytelling ads
• 🎬 Use when: Viewers take action after watching 10+ seconds
• 📺 Ideal for: Product demos, trailers, influencer content

How to Optimize Campaigns Using Attribution Insights

Here’s how to turn attribution data into performance gains:

1. A/B Test Attribution Windows

Start with different windows across campaigns. Compare results to see how long users typically take to convert.

2. Match Attribution to Your Sales Funnel

Short windows = strong direct response. Long windows = nurture cycles. Align your settings with funnel stages.

3. Monitor ROI Closely

Attribution affects perceived performance. A 1-day window may underreport conversions for high-consideration products.

4. Analyze Ad Creatives

If your 1-day view conversions are high, your messaging is working even without clicks. Double down on that creative style.

5. Reallocate Budget Based on Data

Shift spend toward ad sets and placements with higher attributed conversion rates.

Pro Tip: Attribution Isn’t Just About Reporting—It’s Strategy

Most advertisers set it and forget it. But attribution settings are a lever you can pull to improve ad performance, not just measure it. They shape how you evaluate success and inform critical decisions like budget, creative, and campaign length.

Final Thoughts: Meta Attribution Is Your Secret Weapon, Foreplay sharpens the sword

If you’re still guessing which ads actually drive revenue, it’s time to master attribution. Facebook (Meta) Attribution Settings are more than a reporting tool—they’re a performance edge. The problem is, visualizing and quickly comparing your creative performance is cumbersom, thats where Lens from Foreplay comes into play.

How to Boost Meta Attribution with Foreplay

Foreplay isn't only the best way to Spy on your competitors Facebook ads. In 2025 we launched Lens Creative Analytics allowing you to analyze your meta ad creative and uncover what's working best - backed by fb ad attribution. Foreplay also allows you to easily change your attribution settings on the fly, for reports individually giving you more clarity into your creative performance.

Here's how to do it: 

1. Start a free-trial of Foreplay
2. Click on the "Lens" icon and connect your ad account. After connecting your ad account to Foreplay Lens will start analyzing your facebook creative performance.
3. Create a report
4. Change your attribution window in the top right corner.

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