Meta Ads Management Term

Attribution Window

The Attribution Window is the time period after a user interacts with your ad during which a conversion can be credited to that interaction. Meta offers 1-day view, 7-day click, and 28-day click options. Shorter windows show fewer but more directly attributable conversions.

Example in Practice

"Changing from 7-day click to 1-day click + 1-day view attribution reduced reported conversions by 30% but showed us the true impact of our ads."

Related Terms

Conversions API (CAPI)

The Conversions API is a server-side tracking solution that sends conversion data directly from your server to Meta. Unlike the Pixel (browser-based), CAPI isn't affected by ad blockers, iOS privacy restrictions, or cookie limitations, providing more accurate attribution.

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