Which attribution model is the right one?

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There's no right or wrong when choosing your attribution model – each of the models presented has its advantages and disadvantages. The choice also depends on the number of channels, the length of your customer journey, and your individual goals. We've put together a brief overview to help you find the right model for you.

Choosing the right attribution model
In general, a model is considered more growth-oriented if it places a lot of emphasis on the preparatory channels, i.e., the upper funnel. Conservative models, on the other hand, focus primarily on the final channels, i.e., the lower funnel. So, when choosing, consider what goals you're pursuing with your marketing.

The attribution window at Meta
As mentioned above, attribution models can be used not only to divide conversion thailand phone number data value between channels, but also to evaluate different ads within a channel in terms of their contribution to a conversion. Since we primarily looked at cross-channel models above, we'll take a closer look at one channel—in this case, meta—in this section. Other platforms like TikTok , Pinterest , and others work very similarly.

Meta distinguishes between two types of conversion:

Click Through Conversion: Here a user clicks on an ad and then purchases the product.
View Through Conversion: Here, a user sees an ad and later purchases the product through another channel without clicking on the ad.
By default, Meta uses the 7-day click / 1-day view attribution window . What exactly does that mean?

7-day click: If a user clicks on an ad and purchases within the next seven days, this conversion will still be attributed to the clicked ad.
1 Day View: If a user sees an ad and purchases within one day, this conversion is attributed to the ad viewed.
Last click > Last view: If multiple ads are involved, the conversion is always attributed to the last ad interacted with within the time frame. A click counts more than a view.
In principle, Meta is a last-click attribution model.

An example illustrates how the attribution window works:

Meta Attributionsfenster
Ad 4 receives the conversion because it contains the last click in the time window. Even though Ad 5 represents the last touchpoint before the conversion, Meta attributes the conversion to Ad 4 because Meta states that a click has a greater influence on a purchase than a view.