Change Attribution Settings in Meta Ads

In Meta Ads, attribution settings determine how and when your conversions are tracked and they can seriously impact your results and reporting. By adjusting your attribution window, you control how Meta credits conversions across touchpoints. Whether you're optimising for leads, purchases, or app installs, setting the right attribution model ensures you’re tracking what truly matters. In this guide, we’ll show you how to change attribution settings in Meta Ads Manager, explain what the different windows mean, and share pro tips for eCommerce, lead gen, and more.

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How to Change Attribution Settings in Meta Ads:

1. Login to your Meta Ads Manager

2. Create a new campaign and select an Objective

3. Navigate at the Ad Set level

4. Scroll under the Performance goal and Cost per result

5. Click on "Show more options"

6. Click on Edit next to Standard attribution selections

7. Edit your Meta Ads Attribution settings ➡️ Recommended Attribution settings: Click-through: 7 days Engaged-view (for video only): None View-through: None ➡️ Note: You cannot change Attribution settings when a campaign is already live.

   
   

Frequently Asked Questions on Meta Ads Attribution Settings

1. What are attribution settings in Meta Ads?

Attribution settings define:

• How long after a user clicks or views an ad Meta should count a conversion

• Which ad gets credit when there are multiple touchpoints

Example: With a 7-day click, 1-day view window, Meta will credit a conversion to the ad if someone clicks and converts within 7 days or views and converts within 1 day.

2. What attribution windows does Meta offer?

Meta offers these options:

• 1-day click

• 7-day click (default)

• 1-day click or 1-day view

• 7-day click or 1-day view

📌 Note: You can no longer select attribution models like “Last Click” or “First Click” — Meta uses data-driven attribution by default.

3. How do I change attribution settings in Meta Ads Manager?

You can change attribution settings when creating or editing an ad set:

1. Open your campaign in Meta Ads Manager

2. Go to the Ad Set level

3. Scroll to the Conversion section

4. Click Show More Options

5. Under Attribution Setting, choose your desired window

   
   
   
   

4. Can I change attribution settings for live ad sets?

Yes, but it may reset the learning phase, so be strategic. To edit:

• Go to the Ad Set level

• Click Edit

• Scroll to Attribution Setting

• Save changes

5. What’s the best attribution setting for eCommerce?

For most eCommerce campaigns:

• 7-day click or 7-day click / 1-day view offers better insight into delayed purchasesShorter windows (e.g., 1-day click) are better for:

• Flash sales

• Urgent offers

• Attribution testing

6. Do attribution settings affect reported results?

Absolutely. Your reported ROAS, CPA, and conversions may look very different depending on the attribution window selected, so always align attribution with your sales cycle.

7. Where can I see attribution reporting breakdowns?

In Ads Manager:

1. Go to Columns > Customize Columns

2. Enable Attribution Window

3. You can compare 1-day vs. 7-day conversion metrics side by side