Ecommerce Playbook: Numbers, Struggles & Growth Meta's Attribution Settings Don't Matter Anymore
Jul 10, 2025
Discover how outdated attribution models could be sabotaging your advertising strategy. Learn why the common '7-day click' and '1-day view' settings may mislead you. Uncover a zero-cost geo holdout test to reveal true incremental return on ad spend. The discussion also emphasizes the need for a unified measurement system across platforms like Facebook and Google. Plus, explore the innovative role of AI in enhancing advertising metrics and the importance of consistent ad optimization for better performance measurement.
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Attribution Windows Mislead Impact
- Attribution windows like seven-day click and one-day view can mislead, over- or under-reporting impact.
- The key is understanding the incremental return on ad spend, not debating attribution window superiority.
Run Geo Holdout Tests
- Run geo holdout tests to measure the actual incremental return on ad spend for any attribution setting.
- Use these tests to create a correction factor and stop guessing incrementality.
Value of View Conversions Signal
- View conversions can provide more signal to Meta, allowing better identification of incremental purchases.
- You can keep your current optimization settings if you understand and apply a factor correcting reported ROAS to incremental ROAS.