All channels

See total visits and conversions across all channels during your reporting period, based on the conversion event, attribution model and attribution window that you've selected. At the top of your Performance dashboard, you'll see a high-level overview of how your visits and conversions are distributed across paid touchpoints, organic visits and direct visits:

• Conversions: The number of times that a specific action such as a purchase or add to basket was taken. Conversions for your reports can be chosen from any available event or custom conversion that you've set up for your pixel or app.
• Visits: The number of times that a person loaded your website from any channel, including paid, direct, organic and untracked, as recorded by the Facebook pixel or SDK.
• Sources: Where people saw or clicked your ads, or came to your website from.

You'll also see the top sources that are being credited for conversions. Bear in mind that only data around visits is surfaced on this high-level overview. If you've added third-party platforms and set up click and impression tags, you can see data for impressions and clicks when you view each channel's report.

You can always switch between different attribution models and windows in the top right of your dashboard.

If you'd like to adjust the way that Facebook Attribution credits visits, click on the attribution model listed in the top right of your dashboard, then click Show advanced settings:

• Credit all visits (default): Credit all visits normally.
• Don't credit direct visits: Only credit paid and organic visits.
• Don't credit any visits: Only credit clicks and impressions.
• Prefer paid touchpoints: Always credit paid clicks, impressions or visits before organic or direct. If no paid touchpoints are present, then organic and direct are credited normally.

Click on All channels in the top left to explore conversion performance for your paid touchpoints and organic visits:

• Paid: Includes all paid clicks and impressions, and any visits with UTM parameters that have been detected in the referring ad URL (e.g. utm_source, utm_campaign)
• Organic: Includes visits where no UTM parameters have been detected in the ad URL, but a referring domain has been determined
• Direct: Includes all other visits where no UTM parameters or referring domains have been detected, as well as conversions that can't receive credit because of the selected attribution model and window settings

Note: Only a high-level overview is available for direct visits.

Channel: Paid

See visits and conversions attributed to your paid touchpoints, which include touchpoints where UTM parameters have been detected in the referring ad URL (e.g. source, medium, campaign). If you've added any third-party platforms and set up click and impression tags, you'll also be able to see impressions and clicks for these sources. At the top of your dashboard, you'll see a high-level overview of how your visits and conversions are distributed across Facebook and all other paid touchpoints:

• Clicks: The number of times that an ad was clicked based on data received from an ad platform. Note: Clicks for Facebook and Facebook-owned platforms are reported automatically.
• Impressions: The number of times that an ad was served, on-screen, or viewable based on data received from an ad platform. The type of impression that is reported depends on how each platform counts impressions, and may not be the same for all platforms. Impressions for Facebook and Facebook-owned platforms are reported automatically, and are counted as the number of times that your ads were on screen.

By default, Facebook Attribution will display reporting for paid touchpoints broken down by source. Click Breakdown to switch between displaying this data by source and by campaign.

Under % Facebook paid, click View report to see conversion performance specifically for paid media on Facebook. For campaigns on Facebook, Instagram, Messenger and Audience Network, you can use the data-driven attribution model, which is a statistical model that determines credit based on how people interact with your ads and the affect that your ads have on driving business goals.

In the top right, you can tick the box next to Data-driven to compare your conversion performance for campaigns on Facebook, Instagram and Audience Network using your selected attribution model and the data-driven attribution model.

Channel: Organic

See visits and conversions attributed to your organic visits, which include visits where no UTM parameters have been detected in the ad URL, but a referring domain has been determined.