A new Facebook attribution reporting feature has been added in your Business Manager account. Google Analytics, has been our go-to solution for tracking each visit. Now, those same attribution models are available on Facebook.
In a nutshell, this new reporting shows accounts for each visit leading up to a conversion. This gives you a holistic view of the traffic your website received. It attributes it to the different types of traffic; coming from paid ads, organic, and direct.
If your links are using UTM (Urchin Tracking Module) parameters for Google Analytics, they will carry over into the new reporting. If you are not using UTM parameters, you should be. Without them, you are flying blind and not effectively tracking your traffic.
The Facebook Attribution Dashboard
Facebook Attribution Models
- Even Click
- The even credit attribution model gives an equal percentage of the credit for a conversion to each touchpoint on a conversion path.
- Last Click Or Visit
- The last click or visit attribution model gives 100% credit to the last click or visit that happened in a conversion path.
- This option will be the default attribution model used in the reporting.
- Last Touch
- The last touch attribution model gives 100% of the credit for a conversion to the last click or visit that happened in a conversion path. If there was no click or visit, then it will credit the last impression.
- Positional 30%
- The positional 30% attribution model gives 30% of the credit for a conversion to the first and last touchpoints in a conversion path, with the remaining credit distributed evenly across all other touchpoints.
- Positional 40%
- The positional 30% attribution model gives 40% of the credit for a conversion to the first and last touchpoints in a conversion path, with the remaining credit distributed evenly across all other touchpoints.
- Time Decay 1-Day
- The time decay attribution model gives an increasing percentage of the credit for a conversion to touchpoints as they get closer in time to the conversion.
- Time Decay 7-Day
Attribution Window Options
There are several options for attribution windows like there is in the normal Facebook Ad Reporting.
There are also advanced settings which allow you to change how direct visits are attributed.
By default, they will not credit direct visits. In this case, only paid and organic touchpoints are credited. If there are no paid or organic touchpoints before conversion, then the conversion will be attributed to direct.
Facebook Resources On Attribution Setup
Facebook has some great resources walking you through the setup of Facebook Attribution. They also have a more detailed explanation under the Basics in the menu.
Check one of our most popular episodes on Conversion Optimization…