# How to define attribution settings for Meta ads report ### What is an attribution window? An attribution window defines how long after a person interacts with your ad a conversion can be counted. In practice, this means that when someone clicks or views your Meta ad, any qualifying action they take within that defined period — a purchase, a sign-up, or an install — gets credited to that ad. In Coupler.io, you can control the attribution window used to pull your conversion data. There are three ways to do this: inherit the setting from your ad account, inherit it from the ad group (ad set), or specify it manually. *** ### Option 1: Use ad account settings When you select **Use ad account settings**, Coupler.io pulls whichever attribution window is configured at the account level in Meta Ads Manager. If your Meta Ads account has an attribution window set at the account level, this setting overrides campaign-level settings, so the data in your report reflects the same data shown in your Meta Ads account. This is the most straightforward option if your team has already agreed on a standard attribution model across all campaigns and configured it at the account level. It keeps your Coupler.io reports consistent with what you see in Ads Manager without any additional configuration. *** ### Option 2: Use ad group settings When you select **Use ad group settings**, Coupler.io passes the attribution window configured at the ad set level in Meta Ads Manager to the Meta API, which then returns the corresponding conversion data. This option is useful when different campaigns or ad sets in your account use different attribution windows. For example, one ad set optimized for quick purchases might use 1-day click, while another targeting a longer consideration cycle might use 7-day click. Using ad group settings ensures each row of data in your report reflects the window that was actually used to optimize that ad set. *** ### Option 3: Specify manually Manual selection overrides whatever is configured in Meta Ads Manager and lets you apply one specific attribution window across all data fetched by the importer. This is useful when you want to standardize reporting across multiple ad accounts or compare results against a fixed baseline, regardless of individual ad set settings. The available manual options are described below. *** #### Manual attribution window options **Click-based windows** **1 day click** (`1d_click`) Credits conversions that happen within 24 hours after someone clicks on your ad. It works well for capturing immediate actions but might overlook conversions that take longer. Use this for flash sales, free downloads, or any offering where the decision to act is essentially instant. **7 days click** (`7d_click`) Credits conversions up to 7 days after a click. It's ideal for products or services that require more time for consideration. This is part of Meta's default attribution setting and works well for most e-commerce campaigns where customers may click, compare options, and return to purchase within the week. **28 days click** (`28d_click`) Credits conversions that occur up to 28 days after a click on your ad. The 28-day click window was removed as a campaign setting in April 2021. However, you can still see how your conversions would look under 28-day click by using the Compare Attribution Settings feature in Ads Manager. In Coupler.io, selecting this option pulls that extended-window conversion data, which is particularly useful for high-consideration products, B2B offerings, or any category with a long purchase cycle. *** **View-based windows** **1 day view** (`1d_view`) Tracks conversions that occur within 24 hours of someone viewing your ad, even if they don't click. It's particularly useful for campaigns focused on brand awareness. A typical scenario is a user who sees a remarketing ad, doesn't click it, but later searches for the product directly and converts the same day. A common example of a valuable view-through conversion is when someone sees your ad for a product, does not click it, but later searches for the business or product and completes a purchase. *** **First conversion variants** The `_first_conversion` suffix changes how multiple conversions by the same user are counted within the attribution window. The "First Conversion" metric reports only the initial qualifying instance of a specific conversion event that occurs after a user interacts with an ad within the chosen attribution window. For example, if a user clicks an ad and makes three separate purchases within the 7-day click window, "First Conversion" for the Purchase event counts only the first of those three purchases. An important nuance: only the first instance of an individual conversion event type within the attribution window is counted. If a user triggers both a View Content event and a Purchase event, both are counted — only repeated instances of the *same* event type are deduplicated. **1 day view (first conversion)** (`1d_view_first_conversion`) Conversions within 24 hours of a view, counting only each user's first qualifying event per event type. **1 day click (first conversion)** (`1d_click_first_conversion`) Conversions within 24 hours of a click, counting only the first qualifying conversion event per event type. **7 days click (first conversion)** (`7d_click_first_conversion`) Conversions within 7 days of a click, counting only the first qualifying event per event type. **28 days click (first conversion)** (`28d_click_first_conversion`) Conversions within 28 days of a click, counting only the first qualifying event per event type. First conversion is best suited for lead generation, new customer acquisition, SaaS signups, and event registrations. The gap between "All Conversions" and "First Conversion" helps you tell whether something is off — a 30%+ difference is worth investigating — or whether your business naturally produces repeat actions. *** **Special options** **DDA** (`dda`) Data-Driven Attribution (DDA) uses machine learning to assign credit across various customer touchpoints. Unlike fixed-rule models, DDA evaluates both successful and unsuccessful customer interactions to determine how each one contributes to a conversion. This model tailors its analysis to your business and audience behavior, rather than applying a universal framework. For Meta Ads, it examines touchpoints across Facebook, Instagram, Messenger, and the Audience Network. DDA requires a sufficient volume of conversion data to function accurately — it is best suited to accounts with mature, high-volume campaigns. **Default** (`default`) Returns data using Meta's default attribution setting at the time of the API call, which is currently 7-day click and 1-day view. This is equivalent to not specifying a window — Meta applies whatever its platform default is. Selecting this option means your report will reflect whatever Meta considers the standard unless you have customized settings at the account or ad set level. **SKAN view** (`skan_view`) and **SKAN click** (`skan_click`) SKAdNetwork (often shortened to SKAN) is Apple's framework for providing attribution data to advertisers on iOS, measuring and allowing optimization of campaigns on an aggregated level without revealing any user-level or device-specific data. SKAdNetwork campaigns have delayed reporting and are attributed to the time they are reported by the advertiser's implementation of the Apple API. `skan_view` returns iOS conversion data attributed via view-through interactions under SKAdNetwork. `skan_click` returns iOS conversion data attributed via click interactions under SKAdNetwork. These options are relevant only for mobile app campaigns targeting iOS users and require SKAdNetwork integration to be properly configured on the app side. *** ### Which option should you choose? If your primary goal is to match what your team reviews in Meta Ads Manager day to day, **Use ad account settings** or **Use ad group settings** will keep your Coupler.io reports in sync with Ads Manager. If you need a fixed baseline — for cross-account dashboards, historical comparisons, or cases where account or ad set settings vary and you want a uniform view — pick a **manual option**.