The attribution window sets which conversions Meta counts for your ads. A 7-day click window means a purchase within 7 days of a click counts. A 1-day view window means a purchase within a day of seeing the ad (without clicking) counts.
Meta's settings
- Default: 7-day click and 1-day view.
- Other options include 1-day click only, and longer view windows on some objectives.
- In 2026 Meta changed what a click means: click-through now counts link clicks only, and saves, shares and other engagements count as "engage-through."
Why it matters
The same campaign can look great under 7-day click, 1-day view and mediocre under 1-day click. Compare results only under the same setting. And remember Ads Manager gives each conversion to one ad, so the last thing someone clicked, often a sale static, collects credit the videos earned.
More: How Meta attribution works.
Related: incrementality, ROAS.
