So i observed there is a lot of confusion surrounding this even amongst experienced marketers and media buyers. This is understandable due to the difficult language Facebook can use at times to explain their features. Not all salespeople and marketers are good at the tech side of things and this can cause a huge disconnect and disrupt strategies. In this post i will share my own explanation of conversion window on Facebook.
Before you continue reading, Keep in mind that to maximize your Conversions. At a minimum, your ad set needs to be getting 15-25 of the conversions it’s optimized for per week to have a chance at success. When you’re running an ad for conversions, you need to have a MINIMUM of 15-25 conversions for the Facebook algorithm to start to optimize. It needs that much information to be able to help find people like what you are looking for.
So What Is Conversion Window?
I know most of us must have seen this right at the bottom of the page when setting up our FB website conversion campaigns. According to Facebook: "Conversions windows are a tool to help you tell us what results you value so we can find more of that type of result for you. In this guide you’ll learn what conversion windows are, how they work and how to choose the right one."
What is conversion tracking?
Conversion tracking helps point out ads that led users to website conversions. An attribution window refers to the time period that would pass between a user viewing or clicking a Facebook ad and that same user converting (purchasing or signing up) on an advertiser’s website. Conversions can be attributed either to user clicks-throughs or to views with the 28 days maximum conversion window. Facebook does not consider conversions that take place after the 28-day period.
Conversion tracking helps point out ads that led users to website conversions. An attribution window refers to the time period that would pass between a user viewing or clicking a Facebook ad and that same user converting (purchasing or signing up) on an advertiser’s website. (e.g. A customer sees an ad on Monday for a leggings on their timeline, on Wednesday they actually make the purchases. ( This is typically a 3 day attribution window) They may have been retargeted or may have been hit with an Abandonment Cart email to entice them or remind them to purchase)
So Should You Use 1 Day Or 7 Day Click?
If You Use 1-day click
Facebook will only optimize your conversions based on the data from 1 day window. This is for high budget adsets, take in mind that you need 25-50 conversion per week. If you are using 1-day Click you should be at least be getting 25-50 conversions per day. If you do not have that much conversions per day it would be hard for facebook to use the data from the day before which is why you would use 7-day click. The 7-day click will have a bigger data window if your not getting 25-50 conversions a day.
If You Use 7-day click.
This means that Facebook will optimize your conversions based on the data you gain in the last 7 days. I would use this for small budgets. Remember that you will need 25-50 conversion per week for Facebook to be fully working. Since you are not getting 25-50 conversion per day you should not use 1 day click but instead use 7 day click. If you have a small budget I doubt you are getting 25-50 conversions a day, if you use 1 day click it would not have enough data to be optimized. 7 Day click would be best for less than 25-50 conversions a day.
Remember that you will have to test these methods, some may work, some may not. At the end you will need at least 25-50 conversions tracked per week for Facebook to be fully optimized. You would use 1-day click if you are getting that 25-50 conversions a day. You would use 7-day click if you are not getting 25-50 conversions a day. In summary, you should use the click window based on how many conversions you are getting per day.