Facebook removes 28-day attribution model

Facebook removes 28-day attribution model

Facebook announced the removal of the 28-day attribution window model for ads on the platform. The removal means that advertisers will be unable to monitor direct actions relevant to their campaigns for an extended time. The attribution model was used to help advertisers calculate targeted responses to their campaigns, relevant to the rules decided by them.

The models utilized touch points in the Facebook advertising process that provided special insights for the response metric. It helps marketers harvest more data on the real-time impact that the ads have on a particular element.

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Source: Facebook’s Removing its 28-Day Attribution Model for Conversions from Ads