What Attribution Setting Should You Use - CourtneyR.dev's 2nd Brain

What Attribution Setting Should You Use? 🔗 **Source:** [What Attribution Setting Should You Use?](https://www.youtube.com/watch?v=2GySO9CMIOA) > [!note]+ Document Notes > tags: [facebook-ads, attribution-modeling, conversion-tracking] > author: Jon Loomer > source: YouTube > reference: https://www.youtube.com/watch?v=2GySO9CMIOA > date created: 2024-12-28 14:30 > > # 🏷️ Title: What Attribution Setting Should You Use? >  ## 🧰 Action Inbox - [H1] Review current attribution settings for purchase campaigns — ensure using default 7-day click, 1-day view #facebook-ads - [H2] Switch lead generation campaigns to 1-day click only — remove view-through conversions #conversion-optimization - [H3] Audit remarketing campaigns for inflated view-through conversions — adjust attribution accordingly #remarketing ## 🧭 Table of Contents - [📝 Summary](#-summary) - [📖 Main Content](#-main-content) - [🗒️ Notes](#️-notes) - [📚 References](#-references) - [🗣️ Paraphrase](#️-paraphrase) - [📰 Newsletter](#-newsletter) - [✅ Action Items](#-action-items) - [🧪 Hypotheses](#-hypotheses) - [📊 Methodology](#-methodology) - [❓ Questions](#-questions) - [🔮 Future Research](#-future-research) - [💡 Implications](#-implications) - [🧠 Learning Styles Assessment](#-learning-styles-assessment) - [📊 Accessibility Assessment](#-accessibility-assessment) - [🌍 DEIB Assessment](#-deib-assessment) - [✅ Logical Validity](#-logical-validity) - [🛡️ DARVO Analysis](#-darvo-analysis) - [🎯 Conclusion](#-conclusion) ### 🔗 References - [Jon Loomer Digital](https://www.jonloomer.com) - [Facebook Attribution Documentation](https://www.facebook.com/business/help/attribution) ## 📝 Summary - Jon Loomer explains optimal Facebook attribution settings for different campaign types - Default 7-day click, 1-day view works best for purchase campaigns due to consideration time - Lead generation and free offers should use 1-day click only to avoid inflated metrics - Remarketing campaigns need special consideration to prevent false view-through conversions - Key insight: attribution should match customer behavior patterns and business goals ## 📖 Main Content Attribution settings determine how Facebook credits conversions to ads, affecting both optimization and reporting. The default setting (7-day click, 1-day view, 1-day engaged view) works well for purchases because customers often need time to consider financial investments and may be influenced by ad views without clicking. For lead generation and free offers, a more restrictive 1-day click attribution prevents crediting conversions from users who weren't genuinely influenced by the ad. Remarketing campaigns require special attention because they can generate inflated view-through conversions when customers convert due to other touchpoints. ## 🗒️ Notes #### ⏱️ [00:00](https://youtu.be/2GySO9CMIOA?t=0) — [H1] Question Introduction - Key idea: PHC Elite member asks about optimal attribution settings - Evidence: "I'm wondering about attribution whether it's better to use one day view, one day click or just 7day alone" #### ⏱️ [00:25](https://youtu.be/2GySO9CMIOA?t=25) — [H2] Default Attribution Explained - Key idea: Meta's default attribution includes multiple time windows for different actions - Evidence: "By default, the attribution setting is 7-day click, one day view, and one day engaged view" #### ⏱️ [00:45](https://youtu.be/2GySO9CMIOA?t=45) — [H2] Attribution Components Defined - Key idea: Each attribution component tracks different user behaviors - Evidence: "7-day click means someone clicked your ad and converted within 7 days. One day view means someone viewed your ad without clicking and converted within a day" #### ⏱️ [01:15](https://youtu.be/2GySO9CMIOA?t=75) — [H1] Purchase Campaign Recommendations - Key idea: Default settings work best for purchase campaigns due to consideration time - Evidence: "If you're selling something, stick with the default because this conversion requires a financial investment" #### ⏱️ [01:45](https://youtu.be/2GySO9CMIOA?t=105) — [H2] Purchase Decision Psychology - Key idea: Purchases may require consultation and consideration time - Evidence: "That person may need to talk it over with their spouse or business partner, or they just need to think it over" #### ⏱️ [02:00](https://youtu.be/2GySO9CMIOA?t=120) — [H2] View-Through Conversion Logic - Key idea: Repeated ad exposure can lead to conversions without direct clicks - Evidence: "Someone could be shown your ad repeatedly, not click, Google your product, and then buy" #### ⏱️ [02:20](https://youtu.be/2GySO9CMIOA?t=140) — [H1] Lead Generation Attribution - Key idea: Free offers should use 1-day click attribution only - Evidence: "If you're giving something away for free or asking someone to complete a form, I almost always go with one day click" #### ⏱️ [02:35](https://youtu.be/2GySO9CMIOA?t=155) — [H2] Lead Conversion Behavior - Key idea: Delayed conversions indicate low interest for free offers - Evidence: "If someone clicks your ad for your free thing and doesn't immediately convert, they probably aren't that interested" #### ⏱️ [02:50](https://youtu.be/2GySO9CMIOA?t=170) — [H2] Free Offer View-Through Unlikely - Key idea: People don't typically research free offers after viewing ads - Evidence: "They're highly unlikely to view your ad without clicking and then Google you to subscribe to something for free" #### ⏱️ [03:10](https://youtu.be/2GySO9CMIOA?t=190) — [H1] Remarketing Attribution Exception - Key idea: Remarketing campaigns inflate view-through conversions incorrectly - Evidence: "If you target the same people you email, Meta is going to load up on view through conversions" #### ⏱️ [03:30](https://youtu.be/2GySO9CMIOA?t=210) — [H2] False Attribution in Remarketing - Key idea: Meta credits conversions even when ads weren't actually seen - Evidence: "People will be served your ad convert, but they may not have even seen your ad in the first place" #### ⏱️ [04:00](https://youtu.be/2GySO9CMIOA?t=240) — [H2] Incremental Attribution Model - Key idea: New attribution model uses advanced modeling but lacks proven results - Evidence: "Incremental is supposed to use advanced modeling to predict whether a conversion was caused by an ad" #### ⏱️ [04:30](https://youtu.be/2GySO9CMIOA?t=270) — [H2] Conversion Count Options - Key idea: Choose between counting all conversions or just first conversions - Evidence: "Do you want to count all of the purchases that a person makes or just the first one?" #### ⏱️ [04:45](https://youtu.be/2GySO9CMIOA?t=285) — [H1] Final Recommendations Summary - Key idea: Attribution strategy should match campaign type and customer behavior - Evidence: "Stick with the defaults when you're selling something, but remove one day view when remarketing" ## 📚 References - [Jon Loomer Digital](https://www.jonloomer.com) - [Facebook Business Help Center](https://www.facebook.com/business/help) - [Meta Attribution Settings](https://www.facebook.com/business/help/attribution) ## 🗣️ Paraphrase - For purchase campaigns, use Facebook's default attribution settings because customers need time to make financial decisions and may be influenced by multiple ad exposures - For lead generation and free offers, restrict attribution to 1-day click only since immediate action indicates genuine interest while delays suggest low engagement - Remarketing campaigns require removing view-through conversions to prevent Meta from falsely crediting conversions driven by other marketing channels ## 📰 Newsletter **Facebook Attribution Settings: Match Your Strategy to Customer Behavior** Choosing the right attribution model can make or break your Facebook ad performance measurement. Jon Loomer breaks down when to use different settings based on what you're selling and who you're targeting. **Key Takeaway:** Default attribution (7-day click, 1-day view) works great for purchases because customers need consideration time. But switch to 1-day click only for lead generation to avoid crediting unengaged users. **Pro Tip:** Watch out for inflated remarketing metrics! Remove view-through conversions when targeting existing customers to get accurate performance data. **Quick Action:** Audit your current attribution settings against your campaign goals. Are you measuring what actually matters for your business? Resources: [Facebook Attribution Guide](https://www.facebook.com/business/help/attribution), [Jon Loomer Blog](https://www.jonloomer.com), [Meta Business Help](https://www.facebook.com/business/help) ## ✅ Action Items #### DevRel - Developer advocacy: Create attribution setup guides for different business models - Education: Workshop on attribution psychology and customer behavior mapping - Developer experience: Build attribution calculator tools for common scenarios #### Community - Contributors: Document attribution best practices for different WordPress business models - Sponsors: Share attribution strategies that work for membership and SaaS models #### WordPress - Marketing: Implement proper attribution for WordPress.org conversion tracking - Documentation: Create attribution guides for WooCommerce store owners ## 🧪 Hypotheses - Purchase campaigns with default attribution will show higher ROAS accuracy than 1-day click only - Lead generation campaigns using 1-day click attribution will demonstrate better cost-per-lead optimization - Remarketing campaigns removing view-through conversions will show lower but more accurate conversion rates - Incremental attribution modeling will reduce reported conversions but improve actual campaign quality ### 📊 Methodology - A/B test attribution settings across matched campaign pairs for 30 days - Compare conversion quality scores and customer lifetime value by attribution model - Track view-through conversion rates in remarketing vs prospecting campaigns ### ❓ Questions - How does attribution setting choice affect Meta's algorithmic optimization beyond just reporting? - What's the optimal attribution window for subscription-based businesses with free trials? - How should attribution be adjusted for seasonal businesses with longer consideration cycles? ### 🔮 Future Research - Impact of iOS 14.5+ privacy changes on attribution model effectiveness - Cross-platform attribution challenges with TikTok, Google, and Facebook - Attribution modeling for omnichannel retail with online and offline touchpoints ### 💡 Implications - Practice: Attribution choice directly affects optimization algorithm performance and budget allocation decisions - Policy: Privacy regulations may further limit attribution windows requiring strategy adjustments - Education: Marketers need deeper understanding of customer psychology to choose appropriate attribution models - Funding: Incorrect attribution can lead to misallocated budgets and poor investment decisions ### 🧠 Learning Styles Assessment Reading level estimate: 8th Grade (Flesch-Kincaid) #### 👀 Visual learners - Present: Clear verbal explanations of attribution components - Improve: Flowchart showing attribution decision tree, timeline diagrams #### 🔊 Aural learners - Present: Well-paced audio explanation with clear examples - Improve: Downloadable audio summary with key decision points #### 🗣️ Verbal learners - Present: Strong use of analogies (spouse consultation, Google behavior) - Improve: More real-world scenarios and case study examples #### 🧩 Kinesthetic learners - Present: Actionable recommendations for different scenarios - Improve: Step-by-step attribution audit checklist #### 🧠 Logical learners - Present: Clear if-then decision framework - Improve: Attribution impact calculator, ROI comparison charts #### 🧑‍🤝‍🧑 Social learners - Present: Community question format, relatable business scenarios - Improve: Discussion prompts for attribution strategy workshops #### 🧘‍♀️ Solitary learners - Present: Self-contained explanation with clear takeaways - Improve: Attribution strategy worksheet, self-assessment quiz #### 🌿 Naturalistic learners - Present: Customer behavior patterns and natural decision cycles - Improve: Seasonal attribution considerations, lifecycle connections ### 📊 Accessibility Assessment #### Screen reader semantics - Present: Clear verbal structure with logical progression - Improve: Would benefit from heading structure and time-based navigation #### Keyboard navigation - Present: Standard YouTube video controls available - Improve: Chapter markers for key sections #### Contrast and readability - Present: Audio-only content eliminates visual contrast issues - Improve: Transcript with proper heading hierarchy #### Media and captions - Present: Clear audio narration - Improve: Professional captions, downloadable transcript ### 🌍 DEIB Assessment #### Cultural breadth - Present: Universal business concepts applicable globally - Improve: Examples from different cultural business contexts #### Inclusive language - Present: Business-focused language avoiding exclusionary terms - Improve: Consider non-traditional business structures and goals #### Representation - Present: Business-neutral advice applicable to all - Improve: Examples spanning different business sizes and models ### ✅ Logical Validity #### Strong reasoning - Deductive strength: Strong logical connection between customer behavior and optimal attribution settings - Inductive strength: Good use of pattern recognition across campaign types - Causal reasoning: Clear cause-and-effect relationships between attribution and optimization #### Fallacies - None identified: Advice is grounded in practical experience and logical customer behavior patterns #### Tone of voice - Overall tone: Authoritative but accessible, practical rather than theoretical ### 🛡️ DARVO Analysis - Deny: No defensive patterns present - Attack: No attacks on questioners or alternative approaches - Reverse victim/offender: Not applicable to this technical content - Emotional cues and rhetoric: Professional, helpful tone focused on practical solutions ## 🎯 Conclusion Attribution settings should align with customer behavior patterns and business models. Use default settings for purchases to account for consideration time, switch to 1-day click for lead generation to ensure genuine interest, and carefully manage remarketing attribution to avoid inflated metrics. The key is matching attribution windows to realistic customer decision-making processes. ## 🧱 Refactor Appendix ### 📚 Literature Split Pad Purpose: Stage CEE units that become Literature notes. Split level: H3 ### [H1] Default attribution works best for purchase campaigns > [!quote] [What Attribution Setting Should You Use?](https://www.youtube.com/watch?v=2GySO9CMIOA) by [[Jon Loomer]] via [[YouTube]]. Published 2024. Accessed 2024-12-28. > "If you're selling something, stick with the default 7-day click, one day view, and one day engage view because this conversion requires a financial investment." Accounts for customer consideration time and multi-touchpoint influence in purchase decisions. [view highlight](https://youtu.be/2GySO9CMIOA?t=75#H1) #facebook-ads #attribution #articleseed ID:rw_2GySO9CMIOA_001 ### [H2] Lead generation requires stricter attribution > [!quote] [What Attribution Setting Should You Use?](https://www.youtube.com/watch?v=2GySO9CMIOA) > "If someone clicks your ad for your free thing and doesn't immediately convert, they probably aren't that interested." Context and use in two lines. [view highlight](https://youtu.be/2GySO9CMIOA?t=155#H2) #lead-generation #attribution ID:rw_2GySO9CMIOA_002 --- ### 🔖 Atomic Split Pad (Zettel Candidates) Purpose: Promote reusable claims into Atomic notes. Split level: H4 #### [Z1] Attribution windows should match customer decision patterns - Applies to all digital advertising platforms with attribution options - Pointer to 01:45 timestamp discussion of purchase psychology - Links: [[Customer-Psychology]] [[Attribution-Modeling]] #### [Z2] Remarketing inflates view-through conversions falsely - Condition: When targeting audiences with other active marketing touchpoints - Pointer to 03:10 timestamp on remarketing attribution - Links: [[Remarketing-Strategy]] --- ## Full Transcript [00:00] This week's podcast question comes from [00:03] PHC Elite member Bee Solomon. [00:08] Let's go. [00:09] >> I'm wondering about attribution whether [00:11] it's better to use one day view, one day [00:14] click or just 7day alone. So what is the [00:17] best setup for attribution? [00:20] >> This is a great question be and I hear [00:23] this a lot. So this comes up when you [00:26] create an ad set that utilizes the [00:27] performance goal to maximize the number [00:30] or value of conversions. By default, the [00:34] attribution setting is 7-day click, one [00:36] day view, and one day engaged view. This [00:40] applies to both delivery, optimization, [00:42] and reporting. And it establishes how [00:45] Meta will define a conversion. 7-day [00:48] click means that someone clicked your [00:50] ad, whether on your link or not, and [00:53] converted within 7 days. One day view [00:56] means that someone viewed your ad [00:57] without clicking and converted within a [01:00] day. And one day engaged view means [01:03] someone watched your video and converted [01:06] within a day. So, in all these cases, [01:08] Meta will credit an ad for a conversion. [01:12] There are other settings, too, and I'll [01:14] get to that in a minute. But my general [01:17] rule of thumb is this. If you're selling [01:20] something, stick with the default 7-day [01:23] click, one day view, and one day engage [01:26] view because this conversion requires a [01:29] financial investment. So, it's [01:31] reasonable that a purchase could take [01:33] longer than a day to complete. That [01:35] person may need to talk it over with [01:37] their spouse or their business partner, [01:39] or they just need to think it over. It's [01:41] also reasonable that Meta might take [01:43] credit for a view through conversion [01:45] because someone could be shown your ad [01:47] repeatedly, not click, Google your [01:50] product, and then buy. So, when you're [01:52] selling something, you should normally [01:54] stick with the default attribution [01:56] setting. But if you're giving something [01:58] away for free or asking someone to [02:00] complete a form, I almost always go with [02:03] one day click. If someone clicks your ad [02:06] for your free thing and doesn't [02:08] immediately convert, they probably [02:10] aren't that interested. And if they are, [02:13] I don't really give your ad credit in [02:15] that case. And they're also highly [02:17] unlikely to view your ad without [02:19] clicking and then Google you to [02:21] subscribe to something for free. It's [02:24] just not normal behavior. So, I [02:26] recommend the default 7-day click, one [02:28] day view, one day engage view for [02:30] purchases, and one day click only for [02:33] virtually anything else. But there's one [02:36] more exception, and that's when you're [02:38] selling something and targeting a [02:40] remarketing audience. If you target the [02:42] same people you email or who consume [02:45] your content regularly elsewhere, Meta [02:48] is going to load up on view through [02:50] conversions. People will be served your [02:52] ad convert, but they may not have even [02:55] seen your ad in the first place. But if [02:57] they convert within a day because you [02:59] reached them somewhere else, Meta takes [03:01] credit for the conversion. It makes your [03:03] results look way better than they are [03:05] and Meta is going to load up on that [03:07] type of conversion. While I rarely [03:09] recommend remarketing these days for [03:11] lots of reasons, and you can listen to [03:13] prior episodes about that, there are [03:15] always exceptions. And if you have such [03:17] an exception, remove the view through [03:19] conversions. And finally, there are a [03:22] couple more attribution options these [03:23] days in the ads set. One is the [03:26] incremental attribution model. By [03:28] default, Meta uses standard. Incremental [03:31] is pretty new and it's supposed to use [03:33] advanced modeling to predict whether a [03:35] conversion was caused by an ad. This [03:38] should limit reporting, but it could [03:41] conceivably improve quality. Now, I [03:44] haven't had great experiences with it, [03:46] and incremental attribution doesn't seem [03:48] to do what I'd expect it to do, so I'd [03:51] leave it at standard unless you want to [03:53] experiment. The other option is [03:55] conversion count, where you have the [03:58] options of all conversions and first [04:01] conversion. Do you want to count all of [04:03] the purchases that a person makes or [04:05] just the first one? I think first [04:07] conversion is valuable from a reporting [04:08] perspective, but I just don't see a good [04:11] use case for optimization. Bottom line, [04:14] stick with the defaults when you're [04:16] selling something, but remove one day [04:18] view when you're remarketing. Otherwise, [04:20] go with one day click for virtually [04:22] anything else like a lead or free [04:24] registration. So, thanks be for your [04:27] question. [04:29] If you want your question to be answered [04:30] on a future episode, send it my way. Go [04:33] to johnloomer.com/quest [04:36] and record your question today. You may [04:38] just be featured on a future podcast. [04:41] Otherwise, thanks for joining me again [04:43] today. Until next time, do awesome [04:46] things. I'm out. [music] [04:53] >> [music]