Digital Privacy Initiatives Lead to Facebook Ending 28 Day Ad Attribution Windows

If you were advertising on Facebook recently you might be upset because of the fact that you would no longer be able to get the same insights that you used to. Previously you weren’t just getting insights on how many people clicked on your ad, you also got to know about impressions. A 28 day attribution window meant that you could see if any users that visited your site or purchased your products had seen an ad on the platform within the last 4 weeks, something that could help you get a more realistic picture of the efficacy of the ad in question.

Facebook will no longer be offering this insight and the social media platform is placing the blame on new digital security and privacy decisions that have been made. When these initiatives end up getting implemented, tracking user behavior from one site to another is no longer going to be possible. Hence, attribution windows are no longer going to be offered, something that a lot of advertisers are probably going to be quite upset about which is understandable if you think about the fact that they needed these insights to make better ads at the end of the day.

With all of that having been said and out of the way, it is important to note that these digital privacy initiatives are actually quite important to protect users from corporations that are being a little too hands on with the data that users provide them. What’s more is that a 7 day attribution window will still be available which means that the majority of small businesses and other small scale marketing campaigns would still get useful insights, as larger attribution windows are only necessary for large scale campaigns so the only ones getting hurt by this would probably be big corporations.


Photo: Image credit: Alexander Spatari / Getty Images

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