Facebook supports reporting for different attribution types, which can directly impact the conversions you see for your ad. Generally speaking, the attribution model is how Facebook decides which sales or conversions are attributed to the ad, and which are not.
In the following two attribution types, flexible and unified attribution, the attribution only differs in how the attribution is set, not in the model of how Facebook determines it.
Flexible attribution: customize attribution selection
Flexible attribution offers you more choices on what should be attributed. With flexible attribution, you can set the click and view attribution in reporting independently of what was configured in the optimization and bidding "conversion window". With this option you can optimize bidding based on one attribution, and report conversions based on another.
The available attributions are:
- 7 day click
- 1 day click
- 1 day view
The selected attribution will be used for the metric across all campaigns, ad sets, and ads visible in your report.
Unified attribution: simple attribution selection
The unified attribution model is more streamlined. Instead of manually configuring the attribution settings, the attribution in the report comes directly from the settings under campaign's optimization and bidding "conversion window".
In this model, each campaign will be reported based on the conversion window settings. When summing conversion data from different campaigns or ad sets, different attribution models can end up being summed up in one view.
This attribution model is useful if you always use the same conversion window settings in your campaigns and ad sets.
When adding a new conversion column to a reporting view, it will default to use the click and view attribution selected in the ad account settings. To use unified attribution on a reporting view's column, click on click Columns button to open the column editor, then select a Conversions column and edit that column.
In the column modal editor, click Unified attribution button an apply the changes.
Mixing attribution types in one report view
You can mix the flexible and unified attribution types inside a report, but each type needs its own column. For example, to see both attributions for a conversion event, you should add Purchases under unified attribution in one column, and Purchases under flexible attribution in another column. This gives you the opportunity to compare the different attribution types.
ℹ️ Note: If you mix different attribution types in a report, and at the same time use a platform metric or platform breakdown, we will only show data for the flexible attribution.
To see data for the unified attribution type for platform metrics, create a view with only unified attribution settings.