Meta 广告
Meta Attribution Settings
设置转化归因窗口（如点击后7天 vs 展示后1天），影响广告效果衡量和优化信号。
主要用途
Meta Attribution Settings controls how Meta assigns credit for conversions to the ads that preceded them, directly affecting what the platform reports as your return on ad spend. The main settings are the attribution window (how many days after a click or view a conversion is counted as attributed to that ad) and the attribution model (last-click vs. data-driven). The default window is 7-day click and 1-day view; changing to a shorter window like 1-day click makes reported ROAS look worse but more accurately reflects purchases directly caused by the ad. These settings interact with iOS privacy restrictions, which limit click attribution to 7 days and eliminate view attribution for many users. Understanding attribution settings is essential for comparing Meta's reported numbers to your own analytics or to numbers from other ad platforms.
所在链路
Attribution settings are configured at the account and campaign level before launch and reviewed whenever performance appears to diverge from business results — bridging ad-platform reporting and actual revenue.
核心功能
- Attribution window selection: 1-day click, 7-day click, 28-day click, 1-day view, 7-day view
- Default window set at account level, applied consistently across campaigns
- Data-driven attribution model allocating credit across multiple touchpoints
- Comparison reporting showing how results differ across attribution windows
- iOS 14+ modeled conversion estimates for traffic where signal is limited
适合谁用
- Campaign managers trying to understand why Meta's reported ROAS differs significantly from what their Shopify, GA4, or backend data shows
- Advertisers comparing performance across platforms who need consistent attribution windows for a fair comparison
- Teams moving from last-click to data-driven attribution who need to understand how reported numbers will shift
新手提示
- A longer attribution window always produces a higher reported ROAS than a shorter one for the same activity; make sure you are comparing campaigns with identical windows, not one on 7-day click and another on 1-day click.
- View-through attribution is controversial because it counts conversions from users who saw an ad but never clicked it; many advertisers use click-only windows for more conservative and actionable measurement.
- Align your Meta attribution window with your typical purchase cycle — a 7-day click window makes sense for considered purchases; a 1-day click window is more appropriate for impulse-buy categories.