Case 1
You’re scrolling on Instagram and see an ad for a product.
You click on it, and check it out… but you’re not entirely convinced yet.
So, you leave.
Now, Meta starts showing you different versions of that same ad - trying to charm you into buying it.
Eventually, you give in and make the purchase.
If all of this happens within 7 days of that first click, Meta will give the credit to the first ad you clicked on, even if you didn’t buy directly from it.
Case 2
Same story, but let’s say you take more than 7 days to decide.
In this case, the next ad you click on after those 7 days gets the credit for the purchase.
P.S. - Didn't include the 1-day click attribution method to not to make the post complicated. But it's a thing!
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