We all hold in our heads the fact that if we set the Conversion campaign goal and set the Lead event and set the pixel on the thank you page, that's the end of our pre-publication campaign setup. However, it isn't. There is another setting that is custom and allows for more granular optimization of results within the attribution settings you've set.

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- The attribution setting is the period during which conversions are counted towards the ad and used to optimize the campaign. Our system will take into account the conversions received during this period and improve the performance of the ad. showing it to people in the target audience. Sounds great doesn't it?

With the attribution tool, you can import data from other ad platforms and offline data so you can gain insight into the Customer Journey of your customers on

Facebook and beyond. This is achieved through people-based and multi-touch attribution.

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People-based:

Most trackers these days use cokie files to track user actions. This feature, while effective in its own way, can actually miss critical touchpoints during the Customers Journey (B particular device-to-device interactions).

In this graph, even though the user went through multiple steps and touchpoints, only the last ad clicked (which had a cookie) was attributed to a conversion.

From the advertisers' perspective, this is not optimal.

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Multi-touch:

By utilizing this unique capability, it is possible to tie a specific person to multiple devices. This method allows us to get a more complete and holistic view of all the actions (or inactions) that lead to our final conversion.

As you can see from this updated image, we can now more confidently measure other touchpoints more effectively, leading to better analytics and optimization capabilities.

In fact, this point is what is shocking.

Since all data about us is shared with fb even if we are not logged into it statistical modeling and data sharing with other advertising platforms)

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