Your checklist to conversion attribution...

Hey, {NAME}. There's no single factor that is more important to Meta advertising delivery, optimization, and reporting than attribution. You may argue that copy and creative are first, but there's no way that you'll get great results from the best copy and creative if the basic building blocks for attribution aren't in place. Today, I will provide you with a checklist of resources that can help you understand this and set it up properly so that full and accurate attribution are possible. 1. How attribution works. Before you can even worry about setting everything up, you need to understand what attribution is and how it works. In the most basic sense, conversion attribution is how Meta gives credit to an ad for a conversion. Beyond the basics, of course, you need to understand the roles of view and click attribution and how Meta handles situations where users are served multiple ads. READ: [() 2. Understanding standard events, custom events, and custom conversions Just because you have the pixel on every page of your website doesn't mean that you've got attribution covered. You also need to define the important actions that happen so that Meta knows when they've occurred and can report on them. In most cases, a standard event is required. But, you also need to know when custom events and custom conversions are what's needed. READ: [( 3. The importance of Conversions API. If you have the pixel on every page of your website and you thoroughly defined important actions with events, that's a great start. But, it's only a start. There are likely to be gaps when Meta doesn't receive events due to browser issues. The pixel by itself isn't as reliable as sending server-side events. I use Stape to send events via the API Gateway, and I walk through that very simple process at the link below. READ: [( 4. The role of view-through attribution. It's important to remember that attributed conversions can be either click-through or view-through. In other words, an ad can get credit for a conversion because someone clicked your ad before converting or viewing your ad without clicking. View-through conversions get a bad reputation, but it would be a mistake to discard them completely. They may not be as valuable as click conversions, but they contribute to the story. Engaged-View conversions may be a better option when using video ads. READ ABOUT VIEW-THROUGH: [( READ ABOUT ENGAGED-VIEW: [( 5. How to approach 28-day click attribution. Like view-through conversions, 28-day click attribution has the reputation for inflating your numbers. And like view-through conversions, ignoring 28-day click attribution would be a mistake. This view is no longer part of default optimization or reporting, but you can compare attribution settings to see how many conversions happened beyond 7-day click (and within 28 days). That can be valuable for products that have a longer sales cycle. READ: [() 6. Provide additional context with First Conversion reporting. Meta recently added another layer to conversion reporting that provides some helpful context. You can limit Meta's reporting to First Conversion only. I've found this to be very useful for situations when click conversions have a tendency to be inflated. The classic reason for this is that the conversion can happen multiple times, and your ad will get credit for each conversion that falls within the attribution window. I've already found significant value in this option. READ: [() If you have any questions at all, don't hesitate to ask. Have a great week! Cheers, Jon P.S. You received this email because you subscribed to my newsletter. If you don't want to receive these emails, click the link below to update your preferences... [UPDATE EMAIL PREFERENCES]() [Unsubscribe]( Jon Loomer Digital 17503 Ruxton Ct. Parker, Colorado 80134 United States