Meta Adds 1-Day View Attribution Option for Value Maximisation in Sales Campaigns

Meta has introduced a new 1-day view attribution feature for Sales campaigns that focus on value optimisation. This update allows advertisers to track conversions that occur within one day after a user views their ad, even if no direct click was made. By incorporating this model, businesses can gain quicker insights into ad effectiveness and refine their strategies for driving conversions.

Understanding Attribution Models and How They Compare

Attribution models determine how credit for conversions is assigned to different touchpoints in a customer’s journey. Meta previously offered various attribution settings, including:

7-Day Click Attribution – Tracks conversions that happen within seven days of a user clicking an ad.

1-Day Click Attribution – Tracks conversions within 24 hours of a click.

7-Day Click and 1-Day View Attribution – Attributes conversions to clicks within seven days or views within one day.

The new 1-Day View Attribution option specifically measures conversions that happen within a single day of ad exposure, even if the user does not click the ad directly.

Pros and Cons of 1-Day View Attribution

Advantages:

Faster Performance Insights – Advertisers can quickly assess how many conversions occur shortly after an ad impression, helping businesses measure immediate impact.

Better for Awareness and Impulse Purchases – This model is particularly useful for industries where quick decision-making is common, such as e-commerce flash sales or promotions.

Captures Non-Click-Based Conversions – Many users may see an ad, decide to purchase later, and search for the product directly. This attribution model ensures these conversions are counted.

Works Well for High-Frequency, High-Exposure Campaigns – Display-heavy and video-based campaigns that focus on impressions over direct response benefit from this model.

Disadvantages:

Risk of Over-Attribution – If not analysed properly, this model could attribute conversions to ad views that would have happened organically.

Less Suitable for Longer Sales Cycles – Businesses with high-value products that require extensive research (e.g., B2B services, real estate) may not find this model effective.

Limited Use for Advertisers Without High Traffic – The effectiveness of 1-day view attribution depends on an ad reaching a significant audience volume within a short period.

How Businesses Can Use This Feature Effectively

For businesses already optimising for conversion value, 1-day view attribution can be particularly beneficial in refining ad spend. Here’s how advertisers can utilise this feature:

A/B Testing Against Click-Based Models – Comparing results from 1-day view attribution and 7-day click attribution can help businesses determine which model reflects their real customer behaviour.

Identifying High-Impact Creatives – If an ad generates a high percentage of 1-day view conversions, it may indicate strong brand awareness potential.

Adjusting Retargeting Strategies – Businesses can retarget users who viewed the ad but did not convert within 24 hours, reinforcing the purchase decision.

Aligning Campaigns with Consumer Buying Behaviour – If a business sells lower-cost, impulse-driven products, this model can provide more accurate tracking compared to click-based attribution.

Real-Life Example: A Limited-Time Promotional Campaign

Imagine an online retailer launching a 48-hour flash sale for a popular gadget. They run a Meta Sales campaign optimised for value, incorporating 1-day view attribution. Within the first 24 hours, they notice a significant portion of purchases coming from users who saw the ad but did not click.

Traditionally, these conversions may have been overlooked or misattributed to organic traffic. With 1-day view attribution, the business can now justify ad spend on high-impression placements, such as Instagram Stories and Reels.

Additionally, by identifying which creative formats drive the highest 1-day view conversions, they can refine future campaigns for better performance.

What We Think Of This Update

The introduction of 1-day view attribution expands Meta’s measurement capabilities, offering businesses an additional tool to analyse and optimise their ad performance. While this model provides valuable insights into immediate consumer behaviour, advertisers should weigh its advantages against other attribution settings to ensure they are making data-driven decisions that align with their specific marketing goals.

For businesses with quick turnaround sales cycles, high-frequency campaigns, or strong brand recognition, this new feature could be a powerful addition to their advertising strategy.