New feature of Facebook Multi Pixels Omega app: Ads Attribution Report - Frequently asked questions

1. What if I have already got my utm string pre-defined?

First, take a look at the structure of a UTM key-value pair: utm_campaign={{}} (just for example)

The utm_campaign is the key and is the value that will populate the key once generated.

Each platform has their own way of looking at these keys and find the value associated with it. So technically you can combine both strings with an ampersand (&) like this:


As long as your UTM strings don’t share any key with our string, you’re fine!

2. What if my UTM string already share some keys with Omega's?

If you're current string contains any of these 5 keys:

You should consider what value you would want to priotize for each key.

Your current utm_campaign is populated with {{}} while Omega's is mapped with {{}}

Here you'll have to pick one. You could technically keep both by connecting the keys with a ampersamd (&) like this:


But note that Omega will read the value that comes first and discard the second. So in Omega dashboard you'll see campaign IDs.

3. What attribution window & model does Omega follow?

Our attribution report is following this:
- 14-day click attribution window: Your prospect doesn't have to make the purchase the first time around. If they complete payment within 14 days from the last ad click, you'll get to see the result attributed to the last ad the clicked onto.
- Last-click attribution model: conversion events are attributed to the last ads they interact with.

Please be noted that Omega only detect clicks, not view impressions (only Facebook owns this on-platform data)

4. Why is my Facebook Ads Manager (AM) is still reporting much fewer purchases that Omega's?

Well, that's why we came up with Omega Attribution Report in the first place.

Facebook AM delayed reporting will become a new normal, especially post IOS 14. You should expect a 3-day delaying in AM reporting.

Note that this feature doesn't change how events are sent to Facebook, so everything is operating as usual, except you'll be able to get insight faster in Omega's report.

This also means Omega report won't mess up with your AM report by any chance.

5. Does Omega Attribution Report work with a browser pixel?

Unfortunately not. You'll have to enable Conversion API for your pixel to be able to see the result in Omega Ads Attribution report.

6. How does Omega report help me at all if my AM report is still delayed?

It is never fun having to see your Campaign results looking worse than they actually are.

But it's not uncommon that our users have to expect a 3-day lag before results show up in the AM.

Say you have a sale from FB ad today (you can tell that from Shopify conversion detail), when you go over to the FB AM and filter for today, all you see is 0 purchase.

Omega Attribution Report will fix the wait. You see results in real time.

With this, you'll be able to decide which campaign to scale soon enough, even when AM hasn't figure out which one is performing.

7. Does Omega show any metrics such as Spends, CPM, CPC, etc.?

As of now, Omega hasn't offered these metrics just yet.

Those are on-platform metrics, meaning they're owned by Facebook. And these won't be delayed because of IOS 14.

Conversion data like revenue, ROAS, CPA which depends on Facebook being able to match the conversion events to the users who click on ads will experience much delay. We haven't offered these metrics either but definitely consider that. Let us know!

For the event part, we prides ourselves in sending the best data possible to Facebook to minimize the delay.

For the reporting part, Omega Attribution report is meant to help you see result sooner without complex Google Analytics set up.

Can not find your question? Our support team is here for you for any concerns you have!

Read more about Omega Ads Attribution Report feature in here
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