Choosing the Right Facebook Attribution Model
Choosing the Right Facebook Attribution Model 10

What is Facebook Attribution Models?

The Facebook attribution instrument provides you with insights into the buying experience of your customers and the rankings of the different touchpoints along the conversion route. This knowledge will allow you to find potential changes which you could make to maximize the ads that you display.

Facebook lets you select which metrics and touchpoints that you would like to take into account when watching ad results. You will initiate the procedure for setting up an identification window and deciding which touchpoints to add as soon as you know what you are looking for. The best way to decide which attribution version to use for Facebook will depend on what you are selling and what your goals are.

You might want to comprehend the way folks communicate with your advertisements as part of that process. In regards to mind questions like how many people have seen the advertisement (impressions) and taken actions on the advertisement (conversions -- purchases, etc.).

When you are running an eCommerce shop, ads on Facebook will play a key role in business generation. Comprising the various Facebook attribution models and how they operate can allow you to monitor your promotions closely and see how your customers participate with your own advertising.

Setting-up Facebook Attribution Tool

You would have to get a Facebook Business Manager accounts to set up the Facebook attribution attribute. In case you haven't already set one up, visit the Business Manager page on Facebook and press Generate an account. Next, follow the prompts to give details about your organization and to construct your account.

See also  All you need to know about how to get verified on Facebook

They'll then ask you to select your business form. Single Company; Different Brands, Vertical or Spots; or Agency are the options.

Setting-up Facebook Attribution Tool
Choosing the Right Facebook Attribution Model 11

As soon as you have selected a form of company, you will be brought to a page where you are able to synchronize your advertisement accounts together with Facebook Business Manager. Join the information sources for your ad accounts, join the persons with administrative rights for your ad campaigns, and set the time zone and money relevant. This report takes you through the entire mission process for people and properties.

ad campaigns
Choosing the Right Facebook Attribution Model 12

The attribution tool will sync your FB pixel with all the specifics. This step will take a couple of hours, so you're ready to wait.

FB pixel
Choosing the Right Facebook Attribution Model 13

We checked a new advertisement account in the picture below to ensure the data fields are null.

new advertisement account
Choosing the Right Facebook Attribution Model 14

Select the conversion occasion that you want to test from the drop-down menu in the top-right corner of this display when the data in your FB pixel has been synchronized. You may select any previously setup conversion, or construct a new one.

top-right corner of this display

Every attribution model has its own advantages and disadvantages (as I address in depth in another part). The one you need depends on the type of company you're running and what you wish for your FB ad campaigns to attain.

FB ad campaigns

Upon picking a layout for your own attribution, choose the attribution window you want to use. You can pick from 17 different attribution windows, which initially can be a little daunting. This means Facebook credits activities accepted within 28 days of clicking on your ad and within one day of seeing your own advertisement.

See also  How Long Can Facebook Videos Be?
your own attribution

1. Even Credit Attribution Model

They also credit score version offers you a holistic view of a client's travel. Credit is provided to some touchpoint with that a customer communicates before a conversion occurs. The charge attribution model also allows you understand the various ways that someone described with your ad.

You'll get insight into the first touchpoint that presented your ad into an individual, the middle touchpoint that created consciousness, and the final touchpoint that contributed to the individual taking action, eventually leading to a conversion.

To show this, suppose the conversion path for a customer looks like this:

Ad Impression > Ad Click > See > Ad Impression

With the even credit allocation model, each touchpoint will earn a conversion credit of 25 percent.

There's 1 catch, however. If the advertisement click and visit happen within 60 seconds, the two measures will be computed as the exact same touchpoint, and just the advertisement click will be blamed.

When Should You Use the Even Credit Attribution Model?

You're using this model to observe how prospects and consumers communicate with your Facebook advertising when you want a fantastic understanding and description of the whole conversion route.

2. Visit Attribution Model

As its name suggeststhe attribution version for the past click or visit only believes the click of a transformation path or a trip. The previous advertisement click or preceding visit will be remembered by Facebook as the last touchpoint so the previous ad experience won't receive credit for the conversion.

Some of the downsides of the past click or visit attribution model are that the last actions in a conversion route are given too much credit and inadequate insight to other critical touchpoints that happened in the conversion route.

When Should You Use the Last Click Attribution Model?

The idea of last-click attribution is beneficial if you've got a shorter sales interval or whether you are looking at the last actions of a client prior to making a purchase. If you would like to look at the whole conversion program, the model of attribution possibly for credit, positional, or period decay, is a much better choice.

3. Final Touch Attribution Model

When compared with the past click model, when you would like to comprehend the last touchpoints that prompted the client to convert, then you may use the recent touch attribution model. Though this model can be helpful, it is crucial to note that it does not provide insight or credit into other touchpoints which might have influenced the choice to market to the user.

When Should You Use the Last Touch Attribution Model?

The previous touch conversion system is helpful if you market a product that does not need much thought in the purchasing procedure, and therefore you don't have to adhere to the entire conversion process.


Fingers crossed this tutorial provide you with a better understanding of, and what to use, the numerous types of Facebook attribution models. Every model has its method of quantifying the touchpoints on a path to conversion. Deciding what model is ideal for your purposes is dependent upon your business and your objectives.

If you run some eCommerce shop, note that modeling attribution is helpful if you have a look at how your customers engage with your advertising, and how they choose to do it on your bidding.

What exactly are you thinking? What is your favorite kind of Facebook attribution? Post your thoughts in the below section.