In this guide, you will learn about the different attribution models to choose from.
Attribution based on time
The first attribution model is based on time. Before iOS 14 update, Facebook offered 1-day, 7-day, and 28-day attribution models. Now, the maximum attribution window offered by Facebook is 7-day.
These attribution models are based on the time between the click on an ad and the purchase.
For example, if we choose 7-day attribution model, it means if somebody clicked on an ad 6 days ago and today made a purchase, the credit will still go to the ad that brought the customer 6 days ago. On the other hand, if we keep the attribution window the same and somebody clicked on the ad 8 days ago and today made a purchase, the purchase won't be attributed to the ad that brought the customer 8 days ago.
Very likely from our personal experience, many times we take more than 7 days between first visiting a website and making a purchase, therefore the 7-day attribution window can be very limiting for many brands, resulting in turning off campaigns that do not seem to perform even though they might be extremely profitable on a larger timeframe.
That's why at ecomtrack we give our customers back freedom of choosing between 7-day, 14-day and 28-day attribution window so they can switch in between those, in matter of seconds. This helps our customers save and make more money.
Last click attribution
The last click attribution model is based on the last channel the customer clicked before making a purchase, this model is not time-limited.
For example, somebody clicked on Facebook Ad six weeks ago, and today came directly to your website, the credit will go to the Facebook Ad that brought the customer 6 weeks ago.
On the other hand, if the customer clicked on a Google Ad in-between the Facebook Ad and the final purchase, the credit will go to the Google Ad as it was the last advertising medium before the purchase.
This model is extremely valuable if you use multiple advertising mediums.
While using this attribution window it is possible to see incoming purchases even after the campaign had been switched off.
Congratulations! Now, you know how different attribution models work!