Facebook & Meta Ads
Attribution Window
The period after an ad click or view during which a conversion is still credited to that ad; in Meta it is set per ad set, by default 7-day click and 1-day view.
The attribution window sets how long after a click, or a view, a conversion still counts for the ad. In Meta it is chosen per ad set: 1-day or 7-day click, optionally with 1-day view, with 7-day click and 1-day view as the default. The window shapes optimization as well as reporting, because the algorithm only learns from the conversions it is allowed to see.
In 2026 Meta also changed what a click is: click-through now counts only real link clicks, while likes, comments and shares moved into a separate engage-through metric with its own window. Numbers from before and after such a change are not comparable, and a tracker working on its own last-click logic will never match Ads Manager exactly. Compare like with like, the same window and the same event, and reconcile the two by click ID.
In buyer speech
“Ads Manager shows more FTDs on 7-day click than the tracker on last click; same campaign, different windows, so check the click IDs before blaming the postback.”