Facebook Ads to Remove 28-day Attribution Option

Facebook Ads is removing its 28-day attribution option starting October 12, 2020. Accounts will revert to a 7-day attribution as the default setting. Facebook Ads announced today it’s retiring its 28-day attribution window option. After they do, the longest remaining attribution window will be their already-existing 7-day option. Why the Change? According to their official announcement sent directly to advertisers, “Upcoming digital privacy initiatives affecting multiple browsers will limit business’s ability to measure people’s interactions across domains and devices. Among those limitations is the ability for businesses to attribute conversion events back to an ad over longer attribution windows.” The email does not cite the specific privacy initiatives causing the change. The email also explains this will make advertising more “resilient” for future privacy and browser changes. Though they don’t explicitly say it, this likely referencing Chrome’s intention to eliminate third-party cookies in the next two years. Chrome’s initial steps were going to be taken in the spring, but were delayed due to Covid-19.

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