How to Use Facebook Attribution to Scale Your Conversions

How to Use Facebook Attribution to Scale Your Conversions

The Facebook attribution tool helps you better understand how users interact with your ads to determine the “customer’s journey” leading up to actual conversion. Facebook Pixel and Conversion Tracking For Facebook attribution to work, you must first install the Facebook pixel code on your website. View Your Data With the initial set-up now complete, you can review the captured data according to the type of conversion. Now, it’s time to set your attribution model and window. Because 100% of the credit for the conversion goes to the last click, this attribution model lets you see which sources most effectively create the final conversion event. As Facebook notes, “Compared to the last touch or last click model, even credit better reflects how all touchpoints helped lead to a conversion and can help you build intuition on how multi-touch attribution can inform your business decisions.” As we noted prior, you will need to allow some time before the attribution window reflects any historical numbers, so chose the default window setting of 28-day click and visit, 1-day impression. On January 15, the user clicks the ad again. Then on January 20, the user only views the ad. Five days later, the user views the ad and make a purchase. Scale Your Ads In going through the set-up and initial stages of Facebook attribution, you now understand why the data is so important.

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If you’ve been running ads on multiple platforms like Facebook and Google, you’ve probably had difficulties determining how to attribute your conversions. For example, did your most recent sale come solely through a Facebook ad, or was it a combination of Facebook, Adwords, and organic search?

Not knowing which sources are responsible for specific actions (like conversions) makes it difficult to allocate and scale your advertising. Should you invest more in Adwords or Facebook ads? It depends on which is converting more effectively.

Fortunately, the Facebook attribution tool helps set this straight. It eliminates the guesswork, so you can get more out of your advertising.

What Exactly Is Facebook Attribution?

Facebook attribution definition

The Facebook attribution tool helps you better understand how users interact with your ads to determine the “customer’s journey” leading up to actual conversion.

You then can pinpoint when a user clicked on an ad, followed a link, watched a video, performed various tasks in your e-commerce store, and so on.

You can even dial down into whether paid or organic sources work better, if users are converting strictly through mobile devices, or if they use multiple platforms to interact with your content.

That data helps you determine your best marketing course of action and to scale your advertising accordingly.

Facebook Pixel and Conversion Tracking

Facebook attribution example

For Facebook attribution to work, you must first install the Facebook pixel code on your website. You also need to create a custom conversion or event, so Facebook knows when a conversion occurs.

We assume you’ve already added the pixel to your site. If not, here are instructions for the installation and set-up.

Should you encounter any issues, this is an excellent resource for ensuring the pixel tool is running smoothly.

Once completed, you are ready to set up Facebook attribution.

Step 1. Ensure You Set Up Your Line of Business Correctly

Within the Settings tab of the Attribution section, a status bar reflects where your set-up stands. The three stages are Line of Business Created (which you’ve already completed); Clicks, Impressions, and Visits; and Waiting for Conversions.

set-up for facebook attribution

You should see an active status under Waiting for Clicks, Impressions, and Visits. Your data will take approximately an hour to populate.

Once the populating is complete, you want to ensure that you receive data.

From your main Attribution dashboard, head to the Settings tab. You should then see a confirmation that “Data Is Being Received.”

Underneath that will be a display of that day’s numbers, including Conversions, Impressions, Clicks, and Visits.

diagnostics for facebook attribution

Step 2. View Your Data

With the initial set-up now complete, you can review the captured data according to the type of conversion.

From the top right corner, click the Conversion drop-down.

conversino for facebook attribution

You’ll see a list of conversion events you previously added to your website or e-commerce store, such as lead tracking, add to cart, or checkout.

After choosing the type of conversion, select the date range. Your calendar begins on the day of set-up, so you have to let time pass before you start building historical data.

time for facebook attribution

Now, it’s time to set your attribution model and window.

There’s plenty of choices here, which means you can dial in the combination that best suits your business.

facebook attribution model

The seven attribution models include:

  • Even Credit
  • Last Click or Visit
  • Last Touch
  • Positional 30%
  • Positional 40%
  • Time Decay 1-Day
  • Time Decay 7-Day

For the attribution window, you can select from 17 options, providing a multitude of looks.

The great thing about the model and window setup is it serves multiple business needs. You can measure performance for…

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