Understanding how Facebook Attribution Settings work is essential for accurate performance reporting and smarter optimization decisions. Many advertisers still rely on default settings without recognizing how much the attribution window influences cost per purchase, ROAS, and scaling strategy. Meta’s move to a 7-day click and 1-day view model after iOS 14 has made attribution more restrictive, meaning marketers must look deeper into data interpretation.

Attribution defines how long Meta will credit a conversion after a user interacts with your ad. The shorter the window, the more conservative the results. However, a short window does not necessarily show the full value of your ads — especially for products with longer decision cycles. Meanwhile, including 1-day view can help capture brand-driven influence but may also inflate performance if overused.

The key is selecting a window that aligns with true customer behavior. Fast-decision products like low-ticket eCommerce often perform best under a 1-day click window because purchases happen quickly. But for higher-consideration items, like software subscriptions or premium goods, the decision cycle can take multiple days. In these cases, a 7-day click window offers a more realistic representation of results.

Marketers also need to understand the role of view-through conversions. If your goal is direct response and measurable efficiency, removing 1-day view provides cleaner performance data. But for top-of-funnel campaigns — especially video — a combined 7-day click + 1-day view window gives Meta more signals to optimize delivery.

One important rule: attribution must match your funnel stage. A launch campaign may require broader signals while scaling campaigns demand stricter measurement standards. Attribution is not static — it evolves with strategy.

To optimize confidently, consider comparing performance across multiple attribution windows using Meta’s reporting features. This helps you identify hidden revenue value and avoid turning off profitable campaigns prematurely.

When advertisers choose attribution settings based on strategy instead of guesswork, reporting becomes more reliable, optimization becomes smarter, and scaling becomes significantly more sustainable.

Learn the full strategic breakdown here: https://agrowth.io/blogs/facebook-ads/facebook-attribution-settings