Facebook Attribution Tool | How to Track your Ads Conversion & Tips
Facebook Attribution Tool is a Facebook ad tool that figures out the effectiveness of your advertising campaign.
The Facebook Attribution window tool basically allows you to understand which ads lead the customer into making a buying decision or which customer met your chosen conversion objective.
A perfect example, let’s say ran an ad and you recorded only one (1) sale on your e-commerce store or website.
The next recommended action is to check your ad manager to see which Ad resulted in that sale.
With this information, you can turn off non-performing ads and strengthen performing ads.
How Does Facebook Attribution Work
Before we go into how Facebook Attribution works, let’s quickly see an overview of Attribution generally. Attribution stands for an important piece of understanding not just for Facebook advertising performance.
But understanding the cross channel interplay of digital assets organic and paid and how they contribute to your/a sales funnel.
Therefore, Facebook attribution is super valuable since it can identify users across devices. Additionally, it can give you insight into what ad attributed to a sale but you have to be aware of their attribution window.
By default settings, Facebook has a 28-day post-click. What this means is that a conversion happens any time within 28 days of clicking on an ad.
1-day post view is when a user converts within 24 hours of seeing an ad attribution, model.
However, you can change this setting to better fit your vertical or sales funnel. Also, by either removing the post view or just including post click for a 1, 7 or 28-day window. Or additionally by keeping post view and post-click enabled for a 1, 7 or 28-day window.
How to Set Up Attribution Tool
The starting point of using the Facebook attribution tool is to set it up. This entails setting up your line of business or business type in the Ads Manager. Below is a guide on how to do the set up;
- Go to Ads Manager. On the main menu, navigate to measure & report tab
- Click “Attribution”
- Right at the Attribution tool dashboard, click get started
- Chose how your business is organized in the new window (single business, separate brand, Agency, Verticals or Regions)
- use a single business as an example – so select single business and click confirm
- Click the pencil icon and key in a name for your line of business
- Select your ad account from the new window that popped up and hit Next.
- Select the pixel with your ad account that you have installed, if you haven’t set up and installed the Facebook Pixel on your site, follow this guide – Facebook pixel installation steps.
- Done selecting the pixel, hit next
- So, set up your time zone and currency (click use recommended and Facebook will auto-set your current zone and currency for you)
- Tap on the confirm and click finish on the main view of your set up
- Proceed to review your settings and click finish
View and Filter Facebook Attribution Performance Reports
Interestingly, for your performance report, you can choose the attribution model for reporting to help you analyze all the customer’s actions.
This is called Touchpoint that contributed to conversion even to the last ad clicked. Below are steps on how to do that;
- Click on gray box labeled the Last Touch on the top right (the attribution model and window settings opens)
- Select the attribution model to use
- Pick the length of the reporting window
- Click apply
- Separate your paid and organic activities (that’s if you want)
- The Custom Reports tab lets you filter your data by channel to see exactly where your conversions are coming from.
- choose whether to look at the source of the event data—where they report the conversations from—or your campaigns (Under the Settings tab, Data Sources and Referring Domains show all of the places you’re collecting information from and considering when assigning attribution)
- To add other ad platforms to the attribution report for even more accurate data about your conversion path, click Ad Platforms and then click the Add a Platform tab.
Please note that when adding a platform, you’re prompted to install tracking tags and configure the platform so Facebook can add this data to its reporting.
Go ahead and master the Facebook Attribution Window.