What is Post Attribution on Facebook?
Post attribution is a tool specifically unique to Facebook. It measures the time allotted interacting with an ad post, and Facebook will count that post as the reason why someone completed an action (like completing a sale or signing up for an email list).
Facebook attribution is a more intermediate or advanced marketing tool to measure and improve your ad’s impact across all of Facebook’s social network platforms, including Instagram and more.
How do I Set Up Facebook Attribution?
Like some of the other most important marketing tools at your disposal, you set up your Facebook attribution in your Facebook Business Manager.
Click Facebook Attribution from the available drop-down panel and you’ll be prompted to create lines of businesses from the data you have on your audience (whether it is from your Facebook pixel, offline conversions, any data from apps if that’s applicable to you, or otherwise). Line of businesses is simply a term to describe the process of pairing your data on your ad performance and campaigns. They allow for optimal analysis and restructuring of potential future campaigns.
Keep in mind, you won’t receive Facebook’s data (or attribution) on this right away. Facebook will finish processing any data from its networks in 15 minutes and any data from offline conversions in an hour.
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How do I Pick My Attribution Settings?
Your Facebook attribution model represents what conversions you want to analyze.
Facebook lets you choose from four conversions:
- Facebook Pixel: This includes anything you’ve already loaded into your Facebook pixel to track. This data is clearly already pertinent to your company.
- Facebook SDK: This is only relevant if you have data from an app you need to extrapolate. If so, make sure to include this conversion data.
- Offline conversions: Offline conversions are still related to your Facebook pixel, where they track the data of a lead who never followed through with the online purchase. However, that web page or product that they viewed led them to go and generate a sale offline. This can look like going to your store in person.
- Custom conversions: This takes a look at specific customer data that you want to code for.
After choosing the conversions you want to analyze, you’ll pick the reporting period you want to analyze. You can choose to analyze events that happened within 28, 7, or 1 day windows before IOS14.
What are Facebook Attribution Models?
Facebook attribution models represent how you want to define engagement and conversion. An engagement can be a click or signup. A lead can be a purchase or signup. Your attribution will represent the model you choose to select based on which is best for your campaign analysis.
How Will IOS14 Affect Facebook Attribution?
With IOS14, comes the AppTracking Transparency prompt which will limit its ability to track user behavior. The account level attribution model will move to an ad set level, and the 28-day window will no longer be included.