The difference between Facebook attribution and Google Analytics
The biggest difference between Facebook Attribution and the free attribution tools found in Google Analytics is that Facebook Attribution requires the account administrator to turn it on and configure it.
Even if you're running ads on Facebook, it doesn't mean Facebook automatically tracks attribution.
This also means that Facebook Attribution won't have access to any data prior to the date you set the tool to start reporting. It only tracks from that day forward.
Google Analytics, on the other hand, is freely accessible and provides attribution data to anyone with an account, and comes pre-configured.
Chris finds the attribution found in Google Analytics easy to understand and austria business email list enter, especially if you need to start using attribution soon.
Facebook provides data on both ad views and clicks in the attribution window. By default, the attribution window for a Facebook ad is set to one day for conversions via views, and 28 days for conversions via clicks.
This means that Facebook will claim credit for any action that occurs within 1 day after someone sees your ad and for up to 28 days after someone clicks on your ad.
Although you can change the display and click settings in the Facebook window to 1, 7, or 28 days.
The sale is credited to the last ad you see before making a purchase in Facebook Ads Manager. Most ads are designed to trigger an action relatively quickly, usually within 1-3 days. If that doesn't happen, another ad will likely appear at that time.
If you view an ad without clicking on it, you're likely to be retargeted with another ad within the next two days. Even if you click on a follow-up ad and don't buy the product yet, there will likely be another ad that follows shortly after your purchase.
Within the standard 28-day attribution window, each ad shown in the sequence will claim credit for the sale and appear as three sales instead of just one.
Unless you have a system designed to get customers to take action in the next 28 days or more, Chris strongly recommends restricting the click-through window from 28 days to 7 days or less, depending on how your retargeting campaigns are set up.
[Tweet “Chris Mercer recommends limiting Facebook attribution to 7 days or less, depending on your retargeting strategy.”]
He also notes that Google Ads attribution windows are set up the same way, except that clicks are set to 30 days. As with Facebook, attribution windows can be adjusted on Google.
