> ## Documentation Index
> Fetch the complete documentation index at: https://adadvisor.ai/docs/llms.txt
> Use this file to discover all available pages before exploring further.

# What Are Attribution Models? How Meta Credits Conversions

> Attribution models determine which ad touchpoint gets credit for a conversion. Learn about last-click, first-click, and data-driven models.

**Attribution models** are rules that determine which ad touchpoint gets credit when someone converts. A customer might see a Facebook video ad on Monday, click an Instagram Story ad on Wednesday, and buy on Friday after clicking a retargeting ad. All three ads played a role. The attribution model decides how credit is split between them. Getting this wrong means you'll over-invest in the wrong campaigns and cut the ones that are actually driving results.

## What are the main attribution models?

| Model                         | How it works                                           | Best for                                                 |
| ----------------------------- | ------------------------------------------------------ | -------------------------------------------------------- |
| **Last Click**                | 100% credit to the last ad clicked before conversion   | Simple reporting, direct-response campaigns              |
| **First Click**               | 100% credit to the first ad clicked in the journey     | Measuring top-of-funnel awareness campaigns              |
| **Linear**                    | Equal credit split across all touchpoints              | Getting a balanced view of the full funnel               |
| **Time Decay**                | More credit to touchpoints closer to the conversion    | Longer sales cycles (B2B, high-ticket items)             |
| **Data-Driven / Algorithmic** | Machine learning assigns credit based on actual impact | Large accounts with enough data (300+ conversions/month) |

<Note>
  **Meta's default attribution model is last-click within its [attribution window](/learn/attribution-window).** Meta uses a 7-day click, 1-day view window by default. If someone clicks your ad and converts within 7 days, that ad gets full credit. If they only viewed (didn't click) and converted within 1 day, the view gets credit. This is a single-touch, last-touch model.
</Note>

## How Meta's default attribution works

Here's a practical example of how Meta assigns credit:

| Day       | User action                                        | Meta credits?                             |
| --------- | -------------------------------------------------- | ----------------------------------------- |
| Monday    | Sees your video ad (no click)                      | Not yet                                   |
| Wednesday | Clicks your carousel ad, browses your site, leaves | Not yet                                   |
| Friday    | Clicks your retargeting ad, buys for \$120         | Yes. The retargeting ad gets 100% credit. |

Under Meta's last-click model, the retargeting ad gets full credit for the \$120 purchase. The video ad and carousel ad that introduced the customer and built interest? They show zero conversions in your dashboard.

This is why people often think retargeting is their best-performing campaign and prospecting is "wasting money." The attribution model is hiding the full picture.

## Attribution models in plain English

Think of it like scoring credit for a team goal in basketball. The player who makes the final shot (last click) gets the stat. But the player who stole the ball, the one who made the pass, and the one who set the screen all contributed. If you only reward the final shooter, you'll bench the players who create opportunities. Attribution models are different ways of splitting credit among everyone who touched the ball.

Last-click attribution is like only tracking who scored. Data-driven attribution is like watching the film and figuring out which plays actually led to baskets.

## Common attribution model mistakes

<Accordion title="Only using last-click and killing prospecting campaigns">
  Last-click attribution systematically under-credits top-of-funnel campaigns. If you see your prospecting campaign showing a 1.2x [ROAS](/learn/roas) and your retargeting campaign showing a 8x ROAS, the retargeting number is inflated. Retargeting only works because prospecting brought those people in. Cut prospecting and watch your retargeting results collapse within 2-3 weeks.
</Accordion>

<Accordion title="Comparing ROAS across different attribution windows">
  A campaign measured on 7-day click will always show higher ROAS than the same campaign measured on 1-day click. If you're comparing performance across campaigns or ad accounts with different [attribution windows](/learn/attribution-window), you're comparing apples to oranges. Standardize your windows before making any decisions.
</Accordion>

<Accordion title="Not understanding view-through conversions">
  [View-through conversions](/learn/view-through-conversions) count when someone sees your ad (doesn't click) and converts within 1 day. These are controversial. Some are real: someone sees your ad, remembers your brand, and Googles you later. Others are coincidental: someone was going to buy anyway and happened to scroll past your ad. Don't ignore view-throughs entirely, but don't treat them the same as click-through conversions either.
</Accordion>

<Accordion title="Over-crediting retargeting campaigns">
  Retargeting ads often show 5-10x ROAS while prospecting shows 1-3x. This doesn't mean retargeting is 5x better. Retargeting audiences are people who already visited your site and showed intent. They were likely to convert regardless. Many brands find that pausing retargeting only reduces total conversions by 10-20%, not the 50%+ the attribution numbers would suggest.
</Accordion>

## How attribution models relate to other metrics

| Metric                                                      | Relationship                                                                                                                                                          |
| ----------------------------------------------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| [Attribution Window](/learn/attribution-window)             | The time period within which a conversion can be credited. The model decides *who* gets credit; the window decides *how long* after a touchpoint credit can be given. |
| [View-Through Conversions](/learn/view-through-conversions) | Conversions from ad views (not clicks). Only counted under models/windows that include view-through attribution.                                                      |
| [Conversions](/learn/conversions)                           | The total conversions reported change depending on which attribution model and window you use. Same campaign, different model, different numbers.                     |
| [ROAS](/learn/roas)                                         | ROAS = Revenue / Spend. The revenue number changes based on which conversions are attributed to which campaigns. Different model = different ROAS per campaign.       |
| [Meta Pixel](/learn/meta-pixel)                             | The Pixel fires conversion events browser-side. Attribution models then decide which ad gets credit for that event.                                                   |
| [Conversions API](/learn/conversions-api)                   | CAPI sends conversion events server-side. More accurate data in means more accurate attribution out.                                                                  |

## How to think about attribution correctly

<Steps>
  <Step title="Know what Meta is doing by default">
    Check your attribution settings in Ads Manager. Meta defaults to 7-day click, 1-day view, last-click. If you've never changed this, that's what you're using. Go to your campaign settings and confirm.
  </Step>

  <Step title="Compare attribution windows side by side">
    In Ads Manager, use the "Compare Attribution Settings" feature to see your results under 1-day click vs. 7-day click. If a campaign only looks good on 7-day click, those conversions are happening days after the click. Not necessarily bad, but worth understanding.
  </Step>

  <Step title="Don't judge prospecting by last-click alone">
    If your prospecting campaigns show a 1.5x ROAS on last-click, check whether your retargeting audience is growing. If prospecting is feeding new people into retargeting, it's more valuable than the 1.5x ROAS suggests. Try pausing prospecting for a week and see what happens to retargeting volume.
  </Step>

  <Step title="Use incrementality tests for the real answer">
    The only way to truly know a campaign's value is to run a lift test. Meta offers Conversion Lift Studies that compare a test group (sees ads) to a holdout group (doesn't). This measures actual incremental conversions, not just attributed ones.
  </Step>

  <Step title="Let AdAdvisor surface the patterns">
    AdAdvisor analyzes your conversion data across your full account, helping you see which campaigns are actually driving results vs. which are just claiming credit from other campaigns' work.
  </Step>
</Steps>

## See the full picture behind your conversions

Attribution models are just one lens. AdAdvisor combines your conversion data, spend, creative performance, and audience insights to show you what's actually working, not just what's claiming credit.

<Columns cols={2}>
  <Card title="Try AdAdvisor Free" icon="rocket" href="https://app.adadvisor.ai">
    Connect your Meta account and see which campaigns are truly driving conversions.
  </Card>

  <Card title="ROAS Calculator" icon="calculator" href="https://www.adadvisor.ai/tools/break-even-roas-calculator">
    Calculate your break-even ROAS so you know when a campaign is actually profitable.
  </Card>
</Columns>

## Related terms

<Columns cols={3}>
  <Card title="Attribution Window" icon="clock" href="/learn/attribution-window">
    Time period for counting conversions
  </Card>

  <Card title="View-Through Conversions" icon="eye" href="/learn/view-through-conversions">
    Conversions from ad views, not clicks
  </Card>

  <Card title="ROAS" icon="chart-line" href="/learn/roas">
    Return on ad spend
  </Card>
</Columns>