What attribution windows does Meta offer?
Meta lets you choose your attribution window at the ad set level. Here are the available options:| Attribution Window | What It Counts | Best For |
|---|---|---|
| 7-day click, 1-day view (default) | Conversions within 7 days of a click OR 1 day of a view | Most advertisers. Balanced signal for Meta’s algorithm. |
| 1-day click | Conversions within 1 day of a click only | Short purchase cycles, impulse buys, app installs |
| 1-day click, 1-day view | Conversions within 1 day of a click OR 1 day of a view | Short cycles where you still want view-through data |
| 7-day click | Conversions within 7 days of a click only | When you want to exclude view-through conversions entirely |
How attribution windows affect your reported ROAS
The same campaign can show wildly different ROAS depending on which attribution window you use. Here’s a real example:| Attribution Window | Reported Conversions | Revenue | Ad Spend | Reported ROAS |
|---|---|---|---|---|
| 1-day click | 18 | $1,440 | $500 | 2.88x |
| 7-day click, 1-day view | 32 | $2,560 | $500 | 5.12x |
Attribution windows in plain English
Think of it like returning a library book. The library has a rule: if you return a book within 14 days, the librarian who recommended it gets credit for a successful recommendation. If you return it on day 15, nobody gets credit. The librarian did the same work either way, but the measurement window determines whether it shows up in their stats. Attribution windows work the same way. Your ad might have convinced someone to buy, but if they buy outside the window, your ad gets zero credit for that sale. Shorter windows are stricter. They only count fast conversions. Longer windows are more generous. They capture people who needed time to think.Common attribution window mistakes
Not knowing which window you're using
Not knowing which window you're using
Meta’s default is 7-day click, 1-day view. But if someone on your team changed it at the ad set level, you might be reporting on 1-day click without realizing it. Check your attribution settings in Ads Manager under the ad set’s “Optimization & Delivery” section. Misidentifying your window leads to wrong conclusions about performance.
Comparing campaigns with different attribution windows
Comparing campaigns with different attribution windows
If Campaign A uses 7-day click and Campaign B uses 1-day click, Campaign A will almost always report more conversions and higher ROAS. That doesn’t mean it’s performing better. You’re comparing a 7-day measurement window to a 1-day one. Always standardize your attribution window before comparing campaigns.
Using 1-day click for long sales cycles
Using 1-day click for long sales cycles
If your product has a 5-10 day consideration period (furniture, B2B software, high-ticket items), a 1-day click window will miss most of your conversions. Your ads will look like they’re failing when they’re actually working. Use 7-day click for products where people research before buying.
Ignoring view-through conversions entirely
Ignoring view-through conversions entirely
Some advertisers switch to click-only windows because view-through feels inflated. But view-through data gives Meta’s algorithm more conversion signals to optimize against. Removing it can actually hurt delivery optimization, especially at low spend levels where click conversions alone don’t give the algorithm enough data.
How to choose the right attribution window
Match the window to your sales cycle
Look at your typical time from first visit to purchase. If 80% of buyers convert within 24 hours, 1-day click works. If buyers take 3-5 days to decide, 7-day click captures that behavior. Check your Shopify or analytics tool for average days to conversion.
Keep the default unless you have a reason to change
Meta’s 7-day click, 1-day view default gives the algorithm the most data to optimize. Only narrow the window if you have a specific reason, like wanting to match your Google Ads attribution for apples-to-apples comparison.
Standardize across all campaigns
Pick one attribution window and use it everywhere in your account. This makes campaign comparisons meaningful. If you need to test a different window, note it clearly so nobody confuses the numbers.
See how attribution affects your real ROAS
AdAdvisor pulls your conversion data and shows your ROAS in the context of your attribution settings. Instead of guessing whether your numbers look good, you’ll see how your attribution window compares to your break-even target and where conversions are actually coming from.Try AdAdvisor Free
See your ROAS, conversions, and attribution data in one place.
ROAS Calculator
Calculate your break-even ROAS to know what “good” looks like for your business.