With the default 7-day click, 1-day view setting, a conversion counts if it happens within seven days of clicking the ad, or within one day of seeing it without clicking. Advertisers can choose narrower windows, such as 1-day click only, and Meta has added options like engaged-view attribution for video. The setting also influences optimization, because delivery learns from the conversions it counts.
Attribution windows explain many reporting disputes. View-through conversions can make Meta look stronger than other sources, while very short click windows can undercount real influence. Comparing results across several windows — and against your CRM — gives a clearer picture than any single number.
Example
A campaign reports 120 purchases under 7-day click and 1-day view attribution, but only 85 when the comparison is limited to 1-day click — showing how much credit depends on the window.
How Sloss Digital uses it
We choose attribution settings deliberately, compare windows when evaluating performance, and verify incrementality with lift tests and CRM data.