Choosing between a 7-day click and a 1-day click attribution setting depends on the specific goals and characteristics of the advertising campaign. Advertisers need to consider the nature of their products or services, the typical customer journey, and their preference for immediate versus more comprehensive insights.

Pros of Facebook Campaign with 7-Day Click Attribution Settings:

• More Comprehensive View: The 7-day click attribution setting provides a broader window for tracking user interactions and conversions. It captures a more comprehensive view of the customer journey, accounting for delayed conversions.

• Accurate Attribution for Considered Purchases: Products or services requiring more consideration and research before purchase are better reflected with a 7-day click attribution setting, as it accommodates a longer decision-making process.

• Cross-Device Conversions: Users who interact with ads on one device and convert on another are better accounted for within a 7-day click attribution model, providing a more accurate representation of cross-device impacts.

• Long-Term Brand Impact: A 7-day click attribution setting offers insights into the longer-term impact of advertising on brand awareness and recall, providing advertisers with valuable information about the sustained effects of their campaigns.

Cons of Facebook Campaign with 7-Day Click Attribution Setting:

• Delayed Insights: While 7-day click attribution captures a more extended customer journey, it may result in delayed insights. Advertisers might not see the immediate impact of changes in the campaign strategy, making it challenging to respond quickly.

• Potential Overemphasis on Early Interactions: The longer attribution window may overemphasize the impact of early clicks in the customer journey, potentially attributing conversions to touchpoints that occurred well before the actual purchase.

• May Overlook Immediate Conversions: Products or services with shorter sales cycles, where customers typically convert shortly after clicking an ad, may not benefit as much from a 7-day click attribution setting. It might provide more information than necessary for these cases.

Pros of Facebook Campaign with 1-Day Click Attribution Setting:

• Immediate Insights: A 1-day click attribution setting provides advertisers with immediate insights into the impact of their campaigns. This can be crucial for making quick adjustments and optimizations.

• Focused on Short-Term Actions: Products or services that typically result in quick conversions or impulse purchases are well-suited for a 1-day click attribution setting, as it focuses on more immediate user actions.

Cons of Facebook Campaign with 1-Day Click Attribution Setting:

• Limited Insight into Longer Journeys: A 1-day click attribution setting may provide limited insight into the entire customer journey, potentially missing out on touchpoints that influence conversions over a more extended period.

• Less Suitable for Considered Purchases: For products or services requiring more consideration before purchase, a 1-day click attribution setting may not capture the full impact of the advertising, as it emphasizes more immediate actions.

• Risk of Ignoring Cross-Device Conversions: Users who interact with ads on one device and convert on another may not be fully accounted for in a 1-day click attribution model, potentially leading to underestimation of cross-device impacts.

Remember, you can always test both settings and see which one performs better for your specific campaign.