Facebook allows setting a time frame within which it attributes conversions to ads, and this information is used to optimize ads. With conversion ads, we can track user behavior within an attribution window of 1 day or 7 days after clicking. We choose this setting when setting up a conversion campaign. Different attribution models work for different sales segments. It's different for restaurant services, electronics, or gardening.
What does attribution window mean?
Attribution window is the time during which Facebook can count a conversion that has taken place. If a customer doesn't make a conversion during this time frame but does so later, Facebook won't count it.
If you've been using a 7-day attribution window, the conversion report within Facebook may be higher and not accurately reflect reality. Seven days means that it's the period during which Facebook will attribute a conversion to the ad, regardless of whether the user subsequently came from a different ad. Additionally, the data is not entirely accurate due to the lack of data for GDPR regulations.
For comparison, we recommend switching to a 1-day click window and comparing the results. In our testing, the number of conversions was lower. This means that Facebook will only attribute conversions that occur the following day after clicking. However, it depends on the category you're in.
Moreover, this data may not exactly match the reports and data you see in Google Analytics. There are many reasons for this, with the most important being that Google Analytics uses a different method of collecting and evaluating data.
Optimization based on attribution window
Recently, Stacked Marketer came up with news that Facebook uses these time frames for ad optimization. So, if users most frequently convert within a seven-day time window, Facebook will automatically optimize the ads for them and actively seek them out.
Conversely, if you have a one-day time window set up, it will look for customers who are making conversions in that selection.
Be aware that Facebook records a conversion on the day the user clicks on the ad, not when they actually make the conversion, such as completing a purchase or submitting a form.
If you have the time window set up incorrectly (intentionally not incorrectly), you may miss out on conversions unnecessarily. If a customer makes a conversion outside of your settings, Facebook will not count it as a conversion.
For example, for restaurants with delivery services, it is most appropriate to choose a one-day time window. Customers pay for their orders immediately, and the decision-making process happens at that moment. When buying a washing machine or refrigerator, the purchase process takes longer (unless someone is in a rush and their old refrigerator is not working). The user considers, examines, and then decides. This can take several days. In this case, consider setting the time window to seven days.
Have you tried the Advantage+ Shopping campaigns from Facebook yet?
Facebook recently introduced a new feature in response to Google's popular Performance Max campaigns. Advantage+ Shopping aims to bring higher ROAS (return on ad spend) and thus greater satisfaction to advertisers. It utilizes algorithms that have already been adapted to data blocking by Apple. We wrote about this on our blog.
These campaigns fully utilize all the advantages of machine learning. Facebook promises higher efficiency with these campaigns than with previously used manually set conversion campaigns. For this reason, Facebook does not allow for precise campaign settings but instead relies fully on the data that a specific advertising account already has, using it to its fullest potential. Facebook claims that this enables it to more efficiently reach a wider potential audience.
Shopping campaigns are meant to help e-shops improve sales efficiency and increase conversions. The system actively seeks out quality customers who are likely to make a conversion - a purchase.
The maximum number of active campaigns in an account is 8 per country. If you have a broad audience, you are at an advantage because these campaigns do not allow for targeting at the interest level. Similarly, you will not be able to influence age or gender settings. Everything is in the hands of artificial intelligence and automation. Should you rely on it or not? Initial results suggest that with quality creatives and a large enough audience, the results are more interesting than with regular campaigns. When testing these campaigns, Facebook achieved up to 80% better results than with regular conversion campaigns. Try it out for yourself.
The campaigns rely on data and your creatives. You can upload up to 150 of them, and Facebook will choose the best performing ones. You can also use catalog sales in your shopping campaign. Facebook adapts all formats to individual users.
Facebook recommends combining audiences in your campaigns, including new and existing customers. In reports, you can then filter the necessary data according to the type of audience. However, results may not be accurate for the usual reasons - lack of data due to GDPR. So, it's easy for new customers to include existing ones.
Create customer groups
You can allocate your budget to two types of customers - existing and new. When creating an ad, choose the budget limit for existing customers.
New shopping campaigns should bring better performance to your ads, but be sure to prepare high-quality creatives (even in advance) and have a sufficient budget for the campaign to start running properly.
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