Facebook phases out 28-day attribution window to improve user digital privacy

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 01, 2020, 6:23 AM UTC

The format helped advertisers track conversions that occur within 28 days of clicking or one day of viewing of any ad.

The Menlo park-based social media giant is eliminating its 28-day attribution window as a part of the company’s privacy initiatives. The company said the changes would further limit businesses’ ability to measure interactions across domains and devices.

As a result, businesses may observe fewer conversions, making it difficult to determine the ad’s performance. However, Facebook claimed the change would not affect the delivery or performance of an ad.

Facebook may introduce a 7-day window to replace the older model. The article suggests businesses can prepare themselves by finding out conversion numbers that are generally reported after the 7-day click attribution window.

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