Meta defaults to a 7-day click and 1-day view window; other platforms use their own. Longer windows claim more conversions and report higher ROAS, without changing what the ads actually caused.
Because each platform uses its own window, their claims overlap. Use store revenue, MER and holdout tests to judge spend, and platform data to optimise within a platform.
Plan a holdout or geo test with the right length and size, then read the result: true lift, significance, incremental CPA and ROAS.
Related terms
- Multi-touch attributionMulti-touch attribution assigns credit for a conversion across the several…
- View-through conversionA view-through conversion is a purchase credited to an ad the customer saw but did…
- IncrementalityIncrementality is the share of results that would not have happened without a…
- MER (marketing efficiency ratio)MER is total revenue divided by total marketing spend across every channel.
Where this comes up
How to set break-even ROAS for every campaignA step-by-step method for working out the ROAS each campaign needs to make money, from your own margins, and using it to decide what to fix, cut and scale.Part of the growth marketing glossary by Shiva Sharma.