Facebook Advertising Troubleshooting

How to Change Your Attribution Window within ToneDen and Facebook

What is the difference between ToneDen and Facebook's attribution window?

A 28-day view and 28-day click means that when someone views or clicks your ad and purchases at any point within the following 28-day period, your ad is given credit for that conversion.

In Facebook, by default, a 1-day view and 28-day click window means that your ad is only given credit for the conversion if the purchaser viewing your ad has actually clicked on your ad and converted within the 28 days following first viewing the ad.

A very important thing to remember: 85% of purchasers never click on an ad. By Facebook's default measurement, your ad only gets credit for the conversion if a person viewing the ad (who never clicks) makes a purchase decision that same day they viewed the ad.

Why does ToneDen do this differently?

Imagine running an ad campaign for a Friday event that starts on Monday of the same week. With Facebook's default attribution window, you wouldn't see conversions from people who saw your ads on Monday, Tuesday, or Wednesday, and then purchased on Thursday or Friday without actually clicking your ad.

ToneDen's 28-day view widens the window to account for all of the people that never click your ads but still end up buying. The result is a much more accurate analysis on the effectiveness of your ad and its different audiences and creative combinations.

ToneDen will then use the more granular data to further improve your campaign's budget optimization. By analyzing higher quality signals over a longer period, our optimization algorithm can learn from and adapt to more data, improving how our system allocates your budget to higher performing audiences over the course of your campaigns.

How can I change my attribution window in ToneDen?

Still want your ad metrics in ToneDen to match Facebook's default setting? It's as easy as flipping a switch.

  1. Navigate to your Settings
  2. Click Advertising
  3. Flip the attribution window switch to Facebook Default

Advertising Settings

How do I get my Ads Manager to show ToneDen's attribution window?

You can change the attribution window on Facebook to reflect ToneDen's default 28-day view and 28-day click attribution by following these steps:

1. Navigate to Settings from the main menu of Ads Manager

2. Click Edit under Attribution

3. Select your Attribution Window to be 28 Days Click and 28 Days View.

4. Click Save Changes

Have any questions or need more clarification? You can always send us a message or email at any time: we're happy to help.


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