Question

Attribution question.  say I have 2 ads optimised for purchase conversions.Attribution question. say I have 2 ads optimised for purchase conversions. One top of funnel, cold audience. The other retargeting people who add to cart but didn't purchase. The TOF generates 1 add to cart, no purchase. One day later the retargeting targets the same user and generates a purchase. Does facebook attribute the purchase ONLY to the retargeting ad, or does the top of funnel ad also get credit? So could ONE purchase show as TWO purchases in ads manager as both ads get credit?  

Answer 1

Facebook is last touch attribution so only the most recent seen ad gets the credit.  

Comments

Last click as stated here  

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Great. Although I'm still no closer to solving our attribution headache. Client says I'm vastly over reporting sales from ad manager, even on 1 day click attribution window.  

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@karalynn You can take a look at facebook attribution. And yes, admanager usually overreports when there are more marketing channels.  

Answer 2

Following — I’d assume only the RTG as that’s the last FB touch point?