Facebook’s Attribution Window is Changing!
Luckily we have all the details…
It has recently been announced that Facebook is changing its attribution model for paid ads on 12th October 2020. Previously, when your conversion action was carried out by a user, Facebook automatically linked that action to any ad that the user had clicked on in the last 28 days, or seen in the last day.
However, this 28 day attribution window is decreasing to a period of 7 days in which conversions will be linked to your ads.
So what does this mean for schools?
Schools are one of the industries that are probably going to be more affected by this change, as enrolling a child is not an impulsive decision. Due to the deliberation period being longer, it means that less conversion activities will be able to be attributed to the ad that helped persuade them.
Naturally now that the attribution window has shortened, you should expect your campaign results to “worsen”. This does not actually mean that your campaign is performing any differently than before, but instead that you now have a much shorter period to collect results.
How can we get around this?
Fortunately, Facebook reporting is not the only way of gaining data and insights from your campaigns. Google Analytics is an extremely useful tool when monitoring landing page traffic, and where users have come from, which we use for all our campaigns. Our data team is currently busy working on a solution to replicate the results we are now going to be lacking from Facebook themselves.
Another useful exercise would be to analyse your current and past campaigns to determine what results you usually see within 7 days compared to 28 days. This will enable you to manage your expectations going forward, and to have a benchmark set of data to measure future successes against. This historical data will not be visible post October 12th, so ensure you download all your data before then.
If you have any concerns or questions about your social media performance, or you would simply like us to take the stress away and run your campaigns for you, don’t hesitate to contact one of our social team.