Quick answer: Go to Ad Sets in Meta Ads Manager. Edit the ad set. Scroll to Cost per Result Goal. Click Show More Options. Select your attribution window. Save. Done.
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What is an Attribution Window?
An attribution window is the time period during which Meta credits a conversion to your ad. Per the Meta Business Help Center, it defines how far back Meta looks for an ad touchpoint when a conversion event fires. A wider window captures more conversions. A narrower window gives a tighter, more conservative view.
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Where Attribution Windows Live in Meta Ads Manager
Attribution settings live at the ad set level. Meta moved them there after iOS 14.5 disrupted pixel-based tracking at scale.
Ad set level (primary location)
Every ad set carries its own attribution setting. You can run different windows across multiple ad sets inside the same campaign. This gives you flexibility to test.
Account level alternative method
You can also reach attribution settings through Ad Account Settings. Open the main menu, find the Attribution section, and click Edit. This applies a default for the account. Ad set-level settings still take priority when set.
Why Meta moved attribution to ad set level
Per the Meta Business Help Center, Meta merged the account-level attribution window and the ad set-level conversion window into a single ad set-level setting. The consolidation came in response to iOS 14.5 reducing available tracking signals. One setting per ad set is now the standard.
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Step-by-Step: How to Set Attribution Window at Ad Set Level
Follow these steps exactly. The UI path matters.
Open an ad set for editing
- Go to Meta Ads Manager.
- Click the Ad Sets tab.
- Check the box next to the ad set you want to change.
- Click Edit.
Navigate to Cost per Result Goal section
Scroll down inside the ad set editor. Find the Cost per Result Goal section. It sits just below the bid strategy field.
Click Show More Options
Click Show More Options beneath the Cost per Result Goal field. The Attribution settings row appears below it.
Select your attribution window
Click Edit next to Attribution settings. A dropdown or selector shows the available windows. Pick the one that matches your conversion cycle.
Save changes
Click Save or Publish to apply. Meta applies the new attribution window to that ad set right away.
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Available Attribution Window Options
Meta currently supports three windows. Per Meta's Insights API documentation, the available options are 1-day click, 7-day click, and 1-day view.
1-day click (conversions within 24 hours of click)
Attributes a conversion if it happens within 24 hours of someone clicking your ad. Best for impulse purchases and low-consideration decisions.
7-day click (conversions within 7 days of click)
Attributes conversions within 7 days of a click. This is the default for most conversion campaigns. Works well for mid-cycle or considered purchases.
1-day view (conversions within 24 hours of impression, no click)
Attributes a conversion to users who viewed your ad but never clicked. Use it carefully. View-through attribution can inflate reported numbers significantly.
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What Attribution Windows Have Been Deprecated
28-day click (no longer available)
Meta removed the 28-day click window. Per the Meta Business Help Center, new ad sets cannot use it. Some legacy active ad sets may retain it temporarily, but it cannot be added back once removed.
28-day view (no longer available)
The 28-day view window is also deprecated. Same rules apply. It is gone for any new ad sets created after Meta's January 2024 changes.
7-day view (no longer available)
The 7-day view window was removed at the same time. If you relied on any of these three windows, you will need to adjust your reporting expectations. Reported conversion volume will likely decrease with a shorter window.
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Best Practices for Choosing Your Attribution Window
The right window depends on how long your customers typically take to convert.
Match window to conversion cycle length
Fast decisions, like app installs or low-cost items, fit 1-day click well. Longer research cycles, like SaaS trials or higher-ticket products, fit 7-day click better. Start with 7-day click if you are unsure.
Set different windows for different ad sets
Retargeting audiences convert faster. A 1-day click window often makes sense there. Prospecting audiences need more time. A 7-day click window fits cold traffic better. Different ad sets, different windows.
Monitor impact on reported conversions
Switching attribution windows changes what Meta reports. It does not change your actual conversion events. A shorter window will almost always show fewer attributed conversions. Adjust your benchmarks before changing windows mid-flight.
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Frequently Asked Questions
Does changing my attribution window affect ad delivery or optimization?
No. Changing the attribution window changes what Meta reports as conversions. It does not change how your ad is delivered or how the algorithm optimizes. The actual conversion events still fire the same way.
What attribution window does Meta use by default?
Meta defaults to 7-day click for most conversion campaigns. You can confirm or change this in the Attribution settings row at the ad set level inside Ads Manager.
Can I use different attribution windows in the same campaign?
Yes. Attribution is set at the ad set level, so each ad set in a campaign can have its own window. This lets you compare 1-day click on retargeting ad sets against 7-day click on prospecting ad sets.
Why did my reported conversions drop after Meta's attribution changes?
Meta removed the 28-day click, 28-day view, and 7-day view windows in January 2024. If your ad sets were using any of those windows, a shorter replacement window will capture fewer attributed conversions. The actual number of purchases did not change, only what Meta credits to your ads within the window.