Social Media Today reports that Facebook just announced it will remove its 28-day attribution window option for Facebook ads. That basically means advertisers won't be able to track direct actions based on their campaigns over a longer period. Instead of being able to look at data spanning a full 28-day period, from mid-October, marketers will be limited to how far back they can see. Specifically, that means a new option, which will get limited to just a week.
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"For example, if you were to select 'purchase' as your conversion, and apply this default attribution model and attribution window, your reporting will reflect purchases that can be attributed by Facebook to the last ad click that happened within 28 days prior to purchase or the last ad impression that occurred within one day of purchase, whichever happened last."
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Facebook has contacted all its advertisers to inform them about coming changes:
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"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."
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It seems that, due to changes in Facebook's data tracking policy, the platform will no longer be able to offer the old 28-day window- and that change is coming up fast. What advertisers will get in its place is the option to see just a 7-day overview of direct response performance.
That change is likely only to impact advanced Facebook marketers or companies with larger campaigns. The new rules will kick in on October 12 - and you'll need to act now if you want to pull any data from the system before the 28-day option disappears for good.
