Which attribution window should I use (7-day click, 1-day view)?

The attribution window determines how long after an ad interaction Meta claims credit for a conversion. The default setting (7-day click, 1-day view) consistently over-reports conversions. For most advertisers, 7-day click only is more accurate. For how much your reported numbers overstate, and how to measure what your ads actually caused, see the measurement guide.

This issue is common among Meta advertisers and usually indicates a structural or optimization problem that can be resolved with the right approach. Understanding the mechanism behind the problem is the first step to fixing it.

This problem typically stems from one or more of the following:

• Check current attribution window in Ads Manager column settings
• Compare Meta-reported conversions to CRM data for same period
• Run breakdown showing click-through vs view-through conversions

Follow these steps to identify the root cause:

1. Check current attribution window in Ads Manager column settings
2. Compare Meta-reported conversions to CRM data for same period
3. Run breakdown showing click-through vs view-through conversions
4. Assess typical purchase cycle length for your product
5. For impulse purchases: use 1-day click; for B2B: use 28-day click

Once you've identified the cause, apply these fixes:

1. Start by identifying the root cause using the diagnostic checklist above
2. Make one change at a time and wait 24-48 hours to see results
3. Document what you changed and the outcome for future reference
4. If the issue persists, consider reaching out to Meta support with specific details
5. Use the quick fix page for immediate action items