Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

Facebook Ads removing 28-Day attribution model, defaulting to 7-day

Facebook Ads removing 28-Day attribution model, defaulting to 7-day Blog Feature

Joel Waggener

UX Designer, Paid Media Specialist, 15+ Years of Print and Web Design Expertise

October 15th, 2020 min read

Facebook has announced that it is phasing out the 28-day attribution window for Facebook ads and defaulting to a seven-day click. 

This is in support of digital privacy initiatives affecting multiple browsers, which limits the ability of businesses to measure people’s interactions across domains and devices. This is likely referring to Chrome’s intention to eliminate third-party cookies in the next two years.

Facebook states:

“While you may see fewer reported conversions with a 7-day window compared to a 28-day window, this is a more sustainable measurement strategy that will support digital privacy, be resilient to future browser changes and enable businesses to better measure the impact of their marketing investments on Facebook.”

Before we go on, let’s get something out of the way. For anyone not in the digital marketing world (especially paid media), this announcement may seem like the most innocuous news. But to those in the know, the idea of attribution is one that can send shivers down your spine and turn friends into foes.    

Now that we’re all on the same page, let’s continue.

What does this attribution model change mean for Facebook advertisers?

Facebook's attribution models allow advertisers to measure specific results from their campaigns, based on rules set by the advertiser. In other words, how successful your campaigns are.

Attribution models use specified touchpoints in the Facebook ads process in order to provide specific insights on your chosen response metric. This enables marketers to glean detailed info on the impact your ads have had, based on that focused element.

🔎 Related: Ultimate guide to online community management for brands

For example, e-commerce media buyers set up their tracking models within Facebook to closely monitor the buyer’s journey to see if there are any breakdowns from viewing, to adding to cart, to initiating checkout, adding payment and purchasing.

However, with this change, advertisers are directly affected by no longer being able to track direct actions based on their campaigns over a 28-day period. The longest attribution window will be the already-existing seven-day option, limiting tracking to a seven-day overview of direct response performance.

So, as Facebook said, “You may see fewer reported conversions with a seven-day window compared to a 28-day window.” 

The funny part of this is the “may” part. Media buyers, like the IMPACT paid team, will have everything affected, from reporting, to purchase conversion value and return on ad spend (ROAS). You know, just... everything.   

🔎 Related: Help! Why aren’t my Facebook ads converting? 

How will this affect Facebook advertising?

This is the vast unknowingness that’s a little scary right now. How do you determine the success or failure of your ads when the window for reported conversions has gone from 28 days to seven days?

How much it impacts your reporting will depend upon the length of the customer journey, as well as your advertising methods. 

🔎 Related: Most costly Black Friday/Cyber Monday Facebook Ads mistakes

High-value conversions and conversions that users need more time to complete their journey will likely be affected disproportionately compared to low value or impulse conversions. This will be particularly bad for companies where it takes longer for a customer to convert from initial click to purchase — think big ticket items in e-commerce and longer buyers' journeys for B2B.

Checking in with IMPACT Lead Facebook Ads Specialist Ali Parmelee, she said:

“In normal Facebook fashion, there are quite a lot of rumors that this change may not actually roll out to everyone. If it does, this would be some spectacularly bad timing with Q4 upon us.

I understand that the 28-day window is generous which is why we often develop our own version of truth for attribution with our clients. 

Luckily, this will not affect our actual ability for retargeting via the pixel, it will just alter the reporting in Facebook.”

So, what now?

The sunsetting of the 28-day attribution window ultimately does not affect ad delivery optimization and retargeting.

However it does affect reporting numbers for marketers who use a 28-day attribution window – so it will likely affect how advertisers perceive their ads’ effectiveness. This could change Facebook advertising budgets in the long run.

Be ready to pivot. Be vigilant. And most of all, be ready to have long conversations with your clients about attribution.

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE