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Meta’s 28-day Click Attribution is Back For Conversion Reporting

Meta’s 28-day Click Attribution is Back For Conversion Reporting

In 2021, Meta discontinued its popular 28-day click attribution in response to the IOS 14 restriction. This measurement reporting feature will be back soon for all advertisers.

Let’s dig deep to understand why it was discontinued & why marketers must celebrate its return.

Why Meta discontinued 28-day click attribution in 2021

In 2021, Apple introduced the App Tracking Transparency (ATT) prompt. It led all iOS apps to ask users for explicit permission to share their data with platforms. This was to be done in the form of a popup where users would have the option to consent or deny tracking.

This update from Apple resulted in limited data sharing from iOS devices. It affected all the app advertisers, especially those that optimize, target, and report on web events. 

Meta too then updated the attribution window settings. The updated ad set level attribution settings window no longer showed the 28-day click, 28-day view, and 7-day view. This was a disappointing move, removing access for marketers to conversion data when running breakdowns such as placement, delivery etc.

Meta is bringing back the 28-day click attribution in 2021 with new updates

With the new update, the breakdowns for conversions are back under all the delivery categories:

  • Age
  • Gender
  • Age and Gender
  • Country
  • Impression Device
  • Platform
  • Platform and device
  • Placement

This rollout is in early stages and will appear for all the advertisers soon.

The return of 28-day attribution is critical for advertisers as it gives crucial insights and context on their Meta ad campaigns. These insights include parameters like placements, ages, and location among others. It will help advertisers and digital marketers in campaign optimization and planning future campaigns with far more learnings and context. 

Recession-proof your digital ad investments with Meta and ReBid Buy

This update from Meta comes at the right time. With a looming recession, digital marketers and ad budget sponsors are getting cautious about ad expenses. Demonstrating ROI and planning campaigns with the right context in order to improve chances of success will become even more crucial in the coming months. We believe that the return of the 28-day click attribution will be helpful in these times.

Clearly, ads on Meta properties are not about to go out of fashion any time soon. That’s why ReBid Buy has deep integrations with Meta. With ReBid-Meta integration, marketers:

  • Improve ad conversions by hyper-targeting custom segments based on location, age, gender and several other attributes
  • Improve the scale and reach of campaigns at reduced cost with lookalike audiences
  • Achieve higher ROAS on Instagram, Messenger, WhatsApp audience networks by optimizing channel spend allocation
  • Improve Meta ads engagement and conversion with compelling creatives in diverse formats like images, videos, slideshows and more

Recession-proof your digital campaigns with ReBid Buy’s features and Meta’s new attribution updates. Request ReBid Buy demo today.

PS: Meta has not made an official announcement about the return of the 28-day click attribution feature.


Dheeraj Baheti

He is our accomplished Customer Success Manager with 6+ years of experience in performance marketing. Leading various projects by acting as a consultant, strategist, and engagement manager. He has worked with some of the top agencies for BFSI, Travel, Gaming, SaaS, etc., with clients spending varying from 1 million to 100 million. He is a strong leader in guiding CS teams and solving complex issues. Apart from work, he is a Volleyball Champion and loves to play Cricket. He enjoys traveling and extra-curricular activities a lot.