Facebook Announces Changes To Attribution - TribeTalk EP 56

Last Updated April 27, 2021

Starting October 12, 2020 Facebook will remove its 28-day attribution option for ads. Ad accounts will default to a 7-day attribution setting.


Boo! 👻Now this is surprising news for marketers.

And also boo, we hate to hear it because it’s another big change in an already very unpredictable year!


What’s causing this change?

Facebook’s official announcement cited digital privacy initiatives that will affect multiple browsers and limit Facebook from gaining the same level of information that allows them to attribute for a longer window.

Facebook argues that the 7-day attribution model provides a more realistic view of ad impact than previous standard 28-days, so fingers-crossed this won’t put too much of a strain on advertisers. 🤞

What can you do to prepare for this change?

  • Facebook recommends advertisers download any relevant data tied to the 28-day attribution model prior to that date.
  • If you use this data for your tracking (which is often the case for pricier items), you might need to come up with a game plan to adapt to the new 7-day window standard.
  • If you have any automated rules based on the 28-day model, definitely update them before the rule reverts to the 7-day model on October 12. 

What else is new?

Well, it seems like the hits start coming and they don’t stop coming--but not all of them are bad. In just a few weeks Facebook has also announced that:

📣 They would no longer be enforcing the infamous 20% text limit rule for ad creative.

📣 They will start limiting ads volume.

We’ve got our ear to the ground about any future changes from Facebook, but it seems like with 2020 going the way it is, it’s anyone’s guess what happens next!

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