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Choosing the right lookback window is important when analyzing and drawing insights from Facebook platform conversion data. Based on the view and click windows selected, data will change and impact performance trends, which can also impact campaign optimizations and performance insights as a whole.

In general, the longer the lookback window, the higher the conversion data will be since users have more time to convert. As a good rule of thumb, click-through windows should be longer, because clicking on an ad shows stronger ad engagement and intent than someone who viewed an ad but did not take immediate action.

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Something to consider when choosing your lookback window is the length of the typical consumer journey. If the product/service is a highly considered purchase, such as a luxury couch, a longer lookback window makes sense as users tend to spend more time researching before completing the transaction. For a shorter decision-making process, such as signing up for a free consultation, shorter windows typically make more sense. A good place to start is to examine current data trends using each lookback window available, which is readily available in the platform. Begin by selecting the lookback windows of interest, which will then split out conversion data between click- and view-through activity. As illustrated below, conversion data, such as purchases, can often be more heavily credited towards an impression than a click.

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How to view and compare different attribution windows in Facebook?You can add different attribution windows to your Facebook reports and then compare them with each other by following the steps below:

Facebook view-through conversions do not mean much for multi-channel marketers for wide attribution windowsFacebook view-through conversions do not mean much for multi-channel marketers for wide attribution windows (like 7-days view, 28-days view).

So in order to stop Facebook view-through attribution windows from taking too much credit for conversions, use the narrowest view-through attribution window available i.e. the 1-day view attribution window.

The Facebook attribution window is no different than the attribution windows used by other marketing platforms like Google. If anything, the Facebook attribution window is, in fact, shorter than the 30 to 90 days long attribution window used by Google.