The biggest change to Facebook Attribution Reporting is quite…. challenging.
Previously, Facebook ads has always attributed the conversion to the day of when the user interacted with the ads.
Previous Attribution Reporting
Mon (Sees/clicks ads)
Tue
Wed
Thur
Fri (Made a purchase)
If a user saw your ads on Monday, and made a purchase on Friday, the ads on monday will be attributed/credited with the sale.
Current Attribution Reporting
Mon (Sees/clicks ads)
Tue
Wed
Thur
Fri (Made a purchase)
Now, if the user saw & clicked on the ads on Monday, the ads on Friday will be credited with the sale instead.
Why This Is Challenging?
If you are testing ads, you might be wondering why are the ads not working and this could lead you to switch off the ads prematurely.
This also means that the initial 1-6 days of your ads are always going to be the most challenging, as most customers will not buy on 1st interaction usually.
Therefore, you have to give yourself more time for the initial ads testing phase.
My Methodolgy
Here’s what I am thinking:
– Run the ads for 7 days
– Ignore the performance of the ads in the 1st 3 days
– Evaluate the performance of the ads from the 3-7th days
This allows you to smooth through the initial rough 3 days, whereby probably your ads performance will be bad.
Avoid looking at the 1st 3 days to make any premature decisions too.
