Important new information about Facebook app-to-web campaigns that isn't captured in FB's current published guidance: for ATT opted-out users, the only click attribution window available through AEM is *1 day* (1/X)
2/ The guidance issued in December seems to present AEM as only applying to ATT *opt-out* traffic. My understanding is that Facebook has updated this to reflect that AEM applies to all traffic, and that a 1-day attribution window applies to opted-out users developers.facebook.com/blog/post/2020…
3/ This means that the highest-valued of the 8 conversion events that can be instrumented for event-based app-to-web campaigns will only be returned within 24 hours of a click for opted-out users. For opted-in users, the highest-valued event will be returned in 7 days
4/ This is a considerable change! Many ecomm sites use a 28-day click window for attributing revenue, so for opt-out users, the window is being reduced by 96%! This means these retailers will capture far fewer sales from FB ads and thus their ROAS measurement will become obscured
4/ Hat tip to @sethjberman who pointed this out yesterday in a Twitter thread
5/ UPDATE, apparently *all* events will be passed back to FB within 7-day attribution window for *opted-in* traffic, not just the highest-priority event
https://twitter.com/eric_seufert/status/1364378609914273792?s=20
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