🗓️ Facebook Attribution
Meta's attribution model has changed a lot since 2021. Here's what it looks like in 2026 — and where to dig deeper.
What Meta attribution windows look like now
Window | What it credits | Default |
|---|---|---|
1-day view | Conversion within 24h of seeing your ad (no click) | Yes |
1-day click | Conversion within 24h of clicking your ad | Optional |
7-day click | Conversion within 7 days of clicking | ✅ Yes |
28-day click | Conversion within 28 days of clicking | Optional |
1-day engage-through (new Mar 2026) | Conversion within 24h of liking or saving your ad | ✅ Yes |
Three things every advertiser should understand
- Reporting can lag up to 72h. Meta backfills late-attributed conversions over multiple days. Don't optimize on yesterday's numbers — see ⏳ Fix your Facebook reporting delay.
- Some data is just lost. iOS opt-outs, ad blockers, cookie limits — these conversions can't be attributed even when they happen. See 🔍 Understanding data absence.
- iOS 14 wasn't the only blow. Meta has reshaped attribution multiple times since — 2024 (DPA → Advantage+), Jan 2026 (window removal), March 2026 (engage-through). See 📦 How Meta attribution changed.
Updated on: 05/10/2026
Thank you!