Facebook attribution windows
An attribution window is the period after someone interacts with an ad during which a resulting conversion is credited to that ad. Facebook/Meta reports conversions under a configurable window, and Ignyte IQ shows Facebook’s numbers exactly as Meta reports them under that window.
Paid Media and the Facebook Ads dashboard use platform-reported attribution — each platform’s own model. For Facebook, that means the conversions and attributed revenue you see reflect whichever attribution window is configured in Meta Ads Manager.
The default window
Section titled “The default window”Meta’s current default attribution setting is 7-day click + 1-day view — a conversion is credited if it happens within 7 days of a click or 1 day of a view. Unless a different window is configured on the Meta side, this is the basis for the Facebook numbers in Ignyte IQ.
Configured windows
Section titled “Configured windows”In Meta Ads Manager, the attribution window can be changed per ad account or campaign. Common configurations:
| Window | Credits a conversion within… |
|---|---|
| 7-day click + 1-day view | Meta’s default — clicks over 7 days, views over 1 day |
| 7-day click | 7 days of a click, no view-through credit |
| 1-day click | 1 day of a click — the most conservative click window |
| 7-day view | 7 days of a view — the most generous, inflates credit |
A wider window — especially one that includes view-through — credits more conversions, which raises reported ROAS and lowers reported CPA. A narrower, click-only window is more conservative.
Why Ignyte IQ’s Facebook numbers match Meta — not GA4
Section titled “Why Ignyte IQ’s Facebook numbers match Meta — not GA4”Because Ignyte IQ shows Facebook’s platform-reported numbers, they match what you see in Meta Ads Manager for the same window and date range. They will not match GA4, which applies its own model — typically last-click, a shorter window, and usually no view-through credit. A difference between Facebook’s numbers and GA4 is expected, not a sync error. See Why numbers don’t match.
Common questions
Section titled “Common questions”Why is Facebook’s ROAS in Ignyte IQ higher than in GA4?
Facebook’s window usually includes view-through and a longer click window than GA4’s model, so it credits more conversions to the same spend. Neither is “wrong” — they answer different questions.
Facebook’s numbers changed without a change in spend.
Changing the attribution window in Meta changes which conversions are credited. Confirm the configured window in Meta Ads Manager → campaign settings if Facebook numbers shift unexpectedly.
Can I change the attribution window inside Ignyte IQ?
No. The window is configured on the Meta side; Ignyte IQ reflects whatever Meta reports.