Conversion Date
We usually look at the conversion date to understand the revenue made in the current Facebook view (7d in our example). The attribution window (28d), in that case, defines how long ago the click of the campaigns could have happened that we still give the attribution to a campaign in the current time frame.
→ Meaning the attribution window of the conversion tracking is facing the past.
→ With attribution presets, you can set an unlimited attribution window.
How to use it
Day by Day optimization (Conversion Date, 1-14d Attribution Window, Last Click)
Customer Journey analysis (Conversion Date, 7d - unlimited Attribution Window, Linear / U-Shape)
Click Date
The Click Date attribution shows you from which (first) click in the FB view (7d in our example) have purchases subsequently arisen within the here selected 28d attribution window.
→ Meaning the attribution window of the click tracking is facing the future.
When to use it
Intraday scaling at important sales events (Click Date + 1 day), you are just working with the clicks from this day and understand which campaigns are delivering immediate results
Sales Event analysis. Select the time frame from, e.g., Black Friday (Click Date + 14d + First click) and understand how much money was generated 14 days after BF through the campaigns from this weekend. You can optimize your strategy for the following sales events if you understand those metrics.
With Click Date, you get your spend from a defined timeframe aligned with the corresponding conversion value
