As part of Facebook’s aim to deliver value to both the brands and its users, it continuously focuses on enhancing privacy and security. On 11 June 2020, the platform published “Good Questions, Real Answers.” It explains how Facebook’s AI controls the delivery of brand ads to user’s news feeds. Before that, Facebook updated its privacy control among users. Recently, Facebook announces to limit its attribution model for conversion ads to 7 days.
Facebook’s Attribution Model originally shows a default 28-day mark for conversion ads results. Facebook’s email to advertisers noted that the reason for decreasing the limit is the upcoming digital initiatives among multiple browsers. Starting 12 October 2020, it will only show a 7-day mark on ads results. Attribution Model provides insights on how conversion ads are performing. This helps brands measure how effective an ad is. It also serves as a guide for future campaign optimization and planning.
Implications for Marketers:
Limiting Facebook’s Attribution Model for conversion ads to 7 days is a result of digital initiatives across multiple platforms. Advanced Facebook Marketers will somewhat be affected by such a change. For regular marketers, it’s best to download the reports weekly to keep archive data intact. These can be useful to check historical performance if needed.