How will you attribute conversions to your Facebook Ads versus other marketing channels?

Attributing conversions to Facebook Ads versus other marketing channels can be a complex process, as users often interact with multiple channels and touchpoints before making a purchase or conversion. However, Facebook Ads provides several attribution models that allow you to measure the impact of your ads on conversions.

Here are the attribution models available in Facebook Ads:

1. Last Click: This attribution model gives credit to the last click that led to a conversion. This means that if a user clicks on your Facebook ad and then makes a purchase on your website, the conversion will be attributed to the Facebook ad.
2. Last Touch: This attribution model gives credit to the last touchpoint that led to a conversion, regardless of the channel. This means that if a user clicks on your Facebook ad and then makes a purchase on your website, but also interacts with your email marketing or organic social media channels, the conversion will still be attributed to the Facebook ad.
3. Positional 30-day: This attribution model gives equal credit to the first and last touchpoints that led to a conversion, and 40% credit to the touchpoints in between. This means that if a user interacts with your Facebook ad, email marketing, and organic social media channels before making a purchase, the conversion will be attributed to all three channels.
4. Time Decay 7-day: This attribution model gives more credit to the touchpoints that occurred closer in time to the conversion. This means that if a user interacts with your Facebook ad, email marketing, and organic social media channels before making a purchase, the conversion will be attributed mostly to the Facebook ad and email marketing channels.
5. Even Distribution: This attribution model gives equal credit to all touchpoints that led to a conversion. This means that if a user interacts with your Facebook ad, email marketing, and organic social media channels before making a purchase, the conversion will be attributed equally to all three channels.

By using these attribution models, you can measure the impact of your Facebook Ads on conversions and compare them to other marketing channels. It's important to note that each attribution model has its own strengths and limitations, and it's up to you to choose the model that best fits your business goals and marketing strategy. Additionally, you can use Facebook's Attribution tool to get a more comprehensive view of your marketing performance across channels and devices.