To begin using Facebook Attribution:

1. Go to Facebook Attribution.
2. If this is your first time using Facebook Attribution, you'll be presented with instructions to help set up your line of business. Click Get Started.
3. Follow the on-screen instructions to organise your ad accounts and data sources (e.g. pixels, apps and offline event sets) into distinct lines of business.

Once you've set up your line of business, it will take about 15 minutes for you to receive data from your Facebook ad campaigns, and about one hour from off-Facebook data sources.

Select your conversion

Facebook Attribution uses the standard events and custom conversions that you've already set up with your Facebook pixel, Facebook SDK for your app or offline conversions. In the top right, select the conversion event that you'd like to measure.

Select your reporting period

Next to the conversion you've selected, select the reporting period that you'd like to look at. Your attribution reporting will include conversions that happened within this period of time (or date range), up to the last 90 days.

Select your attribution model and attribution window

Attribution models determine how credit is given to touchpoints for a conversion. Each attribution model will attribute your conversions differently to give you different perspectives and results on how your ads are performing.

Attribution windows specify which touchpoints you want the attribution model to consider. The attribution window that you select will be used to determine how long before a conversion the model should look for touchpoints to give credit.

By default, Facebook Attribution selects a last-touch model with a 1-day impression and 28-day click window. 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. You can always select a different attribution model or window.

Learn more about attribution models.

Review your setup

Under Settings, you can check your diagnostics and review your data sources, referring domains and third-party advertising platforms to make sure that Facebook Attribution has been set up correctly.

From Settings > Diagnostics, you can check the status of data collection from both Facebook campaigns and off-Facebook sources. You can also troubleshoot any errors related to your pixels.

From Settings > Data sources, you can see which pixels and apps are associated with your line of business, as well as which events and custom conversions they're receiving. You can also exclude data from any data sources you may not want included in your attribution reporting. If you notice any issues with your data sources, go to Events Manager to investigate further.

From Settings > Referring domains, you can exclude data from any referring domains that you may not want to include in your attribution reporting. Learn more about reviewing your data sources and referring domains.

If you advertise across multiple publishers, you can add any third-party advertising platforms to Facebook Attribution from Settings > Ad platforms. While Facebook Attribution provides reporting on visits across publishers if you've been using UTM parameters with your ads, adding platforms allows you to apply click and impression tags provided by Facebook to your off-Facebook media so that you can get a more complete picture of your conversion path. You'll also have the option to upload campaign and cost mapping. With campaign mapping, you can see campaign and placement names instead of ID numbers; with cost mapping, you can see return on ad spend and cost metrics. Learn more about adding platforms.

About your attribution reporting

Reporting on Facebook Attribution is broken down into three sections:

• Performance: Compare the effect of your ads across paid, organic and direct touchpoints. For campaigns on Facebook, Instagram, Messenger and Audience Network, you can use the data-driven attribution model, which is a statistical model developed by Facebook that gives a percentage of credit to each touchpoint based on the incremental effect they had on driving business goals.
• Custom reports: Create reports using custom breakdowns based on your campaign names. Learn more about creating custom reports.
• Cross-device: See how people engage with your business and paid media across devices.