When the changes to Facebook (or meta) advertising were made to iOS 14+ in 2021, the effects on Facebook advertising were significant. Regardless of whether your audience is on an iOS device, advertisers saw impact related to conversion attribution, optimization, and targeting. The other change that has been largely ignored is the removal of the compare attribution windows feature.

It may seem like a big deal. However, by removing this feature, advertisers lost important context that helped them understand their results.

Permit me to explain…

What Was This Feature About?

You are possibly not even aware of what I am talking about. It happened quietly. So most advertisers may not have noticed it.

The window that contained the feature to compare attribution windows was located in one of two areas:

  1. In the columns dropdown menu.
  2. Within the column selection process, click on the button to customize columns.

It was included in the column customization process, so it was only applicable to that section. Aux table bottom right, you can add columns to show different click and view conversion windows.

Facebook Ads Attribution Window

When the columns dropdown menu expanded, an option to compare attributions was added.

Facebook Ads Compare Attributions

In either case, it was very valuable. It allowed advertisers to know how many of their reported conversions occurred in certain click-through and view-through attribution windows.

I like this.

Facebook Ad Attribution

Right! Pretty awesome!

It is the problem with its removal.

When this feature is removed, advertisers must become more confused when trying to understand what results they are getting. Let me give you an example.

Some people find that view-through conversions are a little controversial. By default, your ads are reported for conversions only if a user who has been targeted clicks your ads within 7 days or views them while not clicking your ads. Facebook allows you to count conversions even if no one clicks. You can argue that view-through conversions are valuable, but very few people will argue that they are equally valuable as conversions after clicking a button.

More often, view-through conversions occur during remarketing. Try to target people who are on your email list. If someone is served an advertisement, it is possible that the user doesn’t even see the ad. That same user who receives your email can also receive your email. After the user clicks the email, they convert.

That said, counting the conversions that people view through the website isn’t necessarily the problem. When optimizing for conversions, technically you can remove view-through conversions (although that is not allowed for other types of optimizations).

There is a problem with that: You just do not know. Do your numbers look like they are inflated? That could be a result of view-through attribution. That old feature was the one that helped us verify that what we said was valid.

While I was not using conversion optimization, and so there wasn’t an option to change the settings, I saw some results that made absolutely no sense. Numbers of conversions that exceed clicks. It seems that the majority of those attributed conversions were view-throughs. A more useful feature of Compare Assigned was useful for these kinds of cases.

There is a workaround.

I have been complaining a lot about the removal of this feature over the past year. Last week I was told that, while the issue with the feature did not go away, there is still a workaround.

I am going to write about that workaround separately. This information is often found in advertisement reports. The site works, but I’m skeptical because it’s such a hidden feature with an oddly required authentication. Is this a vestige of the pre-iOS world? Will they soon get rid of it?

I have a very large number of questions about that. So let’s go over that separately.

Watch the video.

I have also told you all about it in the video below.

Now it is your turn.

Do you miss the Compare Attribution Window feature? How does it affect your advertising?

Let me know what you think about it in the comments below.